Why Broadcasters Need to Look Into The Cloud For Future Growth

The rapid change in media consumption is visible all over the world. Consumers have dramatically changed the way of watching videos in recent years. The dominance of TV viewing is a concept of the past. Today, TV broadcasting exists among many other methods of watching videos.

A wide range of devices and platforms are available to offer exposure to worldwide video content. People can seek videos via on-demand, live streams, and other options. Big names such as Netflix, Amazon, YouTube, and others have reached the smartphones, laptops and all the other smart screens of consumers.

Complexity and inconsistency of consumer behavior

TV is not dead yet, but the behavior of consumers has become highly inconsistent and complex. It is almost impossible to completely segment audiences by devices or platforms. But, one can surely say that the overall time spent on video consumption has definitely increased. Audiences use a combination of media services and devices to fulfill their video consumption needs in different scenarios.

At the same time, it is also true that the audience range of traditional TV is shrinking and shifting more towards digital platforms. The challenge for traditional TV broadcasting companies is to compete against or adopt new business models and top broadcasting software. Evolving internet connectivity is also motivating the introduction of unique viewing experiences. Video streaming is more engaging, immersive and shareable now.

What should TV broadcasters do?

TV broadcasters can introduce and tailor their digital streams in various formats to incorporate an engaging experience. However, the traditional infrastructures of broadcasting won’t help media companies to move to digital.

To target multiple platforms in the digital world, TV broadcasters need to move to cloud based video streaming.The traditional flow of broadcasting takes too much work and investment to capture, encode, maintain, distribute as well as archive videos. They involve inflexible and disconnected hardware resources. This inflexibility doesn’t work in the digital distribution of videos. Which is why moving to cloud technology makes sense to bring speed, scalability, and agility in the whole process.

Cloud video streaming offers an elastic workflow. Media companies can scale resources as per changing needs. The presence of a cloud-based partner saves from wasting storage space, computing power or having unnecessary hardware equipment.

Most importantly, cloud infrastructure becomes highly available. The standard practices are created to ensure redundancy. Hence, media companies can ensure efficient exposure to multiple regions without reducing the quality of the operation.

Important considerations when ingesting content:

When looking for cloud-based infrastructure, you should consider these factors for sure:

  • The availability of required bandwidth
  • Latency levels
  • Configurations of the network flow
  • Content distribution range


Consumers demand an exceptional viewing experience anytime and anywhere. So, media companies need to adopt and adapt as per the current scenarios in the industry. Cloud seems to be the right way towards the future. So, every media broadcaster should look into it.

Vikas Kantia is a Senior Digital Marketing Consultant with more than 1 year of experience in SEO, SMM, SMO, blogging, etc having a wide knowledge base in content marketing. Well-qualified member of Indiashoppers.in which is a leading market place for shoppers in India.