Net Insight – Efficiency first: streamlining sports video delivery
Jonathan Smith, Solution Area Expert – Cloud, Net Insight
Innovation has always been integral to the broadcast industry, such as with the rise of HD, digital audio and 4K, as well as more recent developments surrounding IP. Each new wave of development has encouraged experimentation, leading to solutions that stand the test of time, like the ones mentioned, and solutions that do not. The latest experimental wave is, of course, AI which finds itself full of potential but lacking enough real-world use cases to make it resonate across the industry.
As sports rights fees continue to rise significantly each year, it is becoming increasingly important for broadcasters to prioritize streamlined content delivery; efficiency is the way forward. This means broadcasters and media companies’ spending has become much more careful as they shift their focus from innovation for its own sake to tangible ROI, especially around live sports events.
Tier 1 live sports events require flawless delivery of high-quality content to millions of viewers. Broadcasters need to feel protected against the serious financial and reputational consequences of failure, including technical glitches, latency issues, poor video quality, etc. To foolproof against these risks, broadcasters are ‘going back to basics’ focusing on efficiency over endless experimentation.
Hybrid approaches: combining reliability and flexibility
The increasing demand for efficiency and flexibility means hybrid distribution models are top on the broadcasters’ priority list. These models present the best of both worlds, with the robustness of traditional, hardware-based workflows alongside the scalability and efficiency of IP and internet-based solutions. As Tier 1 events still demand the reliability that only hardware solutions can provide, fully transitioning towards flexible IP solutions is not the answer. However, hybrid distribution allows media companies to access the agility and scalability of IP where necessary while also relying on hardware solutions when high-quality live broadcasts are required.
For large-scale sports events, using a hybrid video distribution model allows broadcasters to harness reliable, broadcast-quality technology for the primary feed, ensuring a seamless, high-quality experience. They can then utilize IP-based workflows for additional feeds like social media content, providing a cost-effective and adaptable solution. This approach enables broadcasters to meet audience demands effectively and distribute engaging content across various platforms without exceeding budget constraints.
From experimentation to real-world application
AI holds great promise for transforming live sports broadcasting, but it’s still in the early stages. The focus should be on finding solutions that improve efficiency and elevate viewer experience today, instead of chasing hype.
As rights fees increase and budgets tighten, there’s a high demand for solutions that streamline workflows, scale affordably, and require minimal customization. Broadcasters prioritize technology that integrates seamlessly into their current systems without the need for a complex custom-built model. Solutions that deliver on their promises with minimal disruption and high performance are invaluable.
Traditionally, discussions about pricing would follow technology conversations, but now both conversations are taking place in parallel. Broadcasters are after transparent pricing to plan and adjust their budgeting and understand the specific value of their investments. Today, innovation alone isn’t enough; solutions need to be efficient, measurable, and simple to implement.
Optimizing ROI
For top-tier sports events, the ROI comes from the live event itself. Broadcasters gain the most value from these events, but this doesn’t require full-on deployments of the latest technologies. Instead, it’s about using tools strategically and leveraging various distribution solutions for the same core content.
With more audiences watching through multiple channels, social media has become an integral part of the viewing experience. This shift has led broadcasters to split their approach: the main game feed is handled by reliable, broadcast-grade workflows, while experimental, budget-friendly methodologies are used for distributing content on social platforms like Instagram, Twitter, or TikTok.
For Tier 1 events, such as global football tournaments or the NFL, broadcasters can’t risk disruptions — the primary live feed must reach millions without interruption. To meet this standard, they rely on traditional hardware workflows or hybrid setups that combine IP and hardware, ensuring the efficiency and quality required for these premium events. At the same time, they experiment with more cost-effective approaches for delivering supplementary content to social media. Highlight reels, behind-the-scenes clips, and live commentary for social platforms don’t demand the same tech investment as core broadcasts.
Social platforms benefit from quick, flexible production workflows. IP-based and cloud solutions enable broadcasters to scale social media feeds according to the event’s needs. Social media content serves a unique purpose: it engages fans in real time, provides additional viewing experiences, and broadens audience reach. By taking a more agile approach to social content, broadcasters preserve the integrity of the main broadcast while tapping into the growing power of digital platforms.
Looking to 2025
As we look ahead to 2025, the future of sports broadcasting appears promising. Recent lessons—balancing innovation with efficiency, optimizing ROI, and adopting hybrid distribution models—are creating a more robust and efficient industry. For high-stakes Tier 1 sports, where expectations and investments are sky-high, broadcasters are finding smarter ways to deliver exceptional, reliable live experiences while embracing flexible, cost-effective, and experimental methods for secondary platforms like social media.
By returning to core principles, focusing on efficiency where it matters, and implementing scalable solutions that adapt to rapid change, the sports broadcasting industry is set to continue thriving. As broadcasters refine their strategies, hybrid models will allow them to expand capabilities, experiment when needed, and uphold the highest standards for live events.
In 2025, efficiency will be a key focus, helping broadcasters future-proof their operations and confidently deliver the world’s most thrilling sports moments.
