Net Insight – How IP turns the page on sports video production and distribution

Kristian Mets, Head of Sales Business Development at Net Insight

 The landscape of sports streaming is evolving rapidly. Recent studies show that a staggering 71% of US sports enthusiasts now opt for live viewing, underscoring a significant opportunity for the media industry and rights holders alike. As viewers expand their preferences across platforms like OTT, digital channels, and FAST, the media industry must move forward to cloud-driven production and distribution processes to serve the burgeoning demand for real-time sports content.

Addressing the surge in feed demand

The financial incentive that comes with providing fans with high-quality live content combined with a worsening economic climate forces the rights holders to get creative and look for new ways to diversify their income. It’s no longer just the major leagues dominating the media landscape; smaller niche sports, youth leagues, and lower divisions are realizing the economic potential of broadcasting. However, it is not as simple as just distributing – preserving the high quality of this content is vital for maintaining its value. Scalability or availability challenges should no longer inhibit growth. Content owners can leverage IP technology to ensure quality control while not getting slowed down by complex tools that hinder the process.

Decentralizing production with IP

The shift toward IP technology signals a new age for media companies. IP provides the pathways to explore new business models and achieve cost and resource efficiencies while gaining crucial capabilities. Remote production, powered by IP, has revolutionized production workflows across borders. Remote production optimizes the utilization of time and resources by diminishing complex logistics and allowing production teams to cover multiple events. This IP-driven remote approach allows media companies to get creative, leading to improved viewer experiences through cost-effective advancements like remotely-controlled robotic camera heads.

The cloud has also played a role in creating a decentralized production environment, empowering production units and teams to work in tandem across geographies. This framework eradicates the challenges posed by distance and time zones, broadening the talent base available to media houses.

 Maximizing live content value with IP

Once the live video is produced, IP is pivotal in ensuring the content’s worth is fully realized and channeled to audiences over the right platforms. Traditional distribution models are witnessing a shift because of IP. Instead of a “one for all” approach of sending a uniform feed to all outlets, content delivery is being tailored to resonate with distinct consumer needs. With this audience-centric model, media entities can upscale their premium offerings while crafting region-specific experiences. Customized feeds, local commentary, and culturally-tuned viewing experiences allow media companies to truly provide relevant content to a global audience, amplifying the value of high-profile sports content.

Preparing for the future

In the competitive sports streaming landscape, where new entrants continually emerge, media companies need to carve a niche.  In this setting, IP emerges as a linchpin of innovation. The capability to upscale premier content, coupled with ease of control, feed management, and delivering super high-quality content adapted for varied audiences, enables rights owners to harness market demand, setting them on a path of sustained growth.

 With the sports markets continuing to expand, efficient management of live feeds from source to screen becomes essential. By integrating IP and cloud solutions, media entities are well-equipped to serve diverse platforms, tap into new revenue sources, and deliver superior, bespoke content to audiences worldwide. IP technology and a well-defined content strategy are crucial for media organizations wishing to remain at the forefront of sports streaming, and future-proof their business.

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