How cloud is unlocking new revenue models for broadcasters

By Srividhya Srinivasan, CTO & Co-founder, Amagi

For years, the cloud conversation in broadcasting revolved around cost optimization. It was framed as a way to simplify infrastructure, reduce hardware dependency, and move traditional broadcast workflows away from capital-intensive on-premise systems. In the current scenario, the cloud has evolved from being a cost-effective solution and an operational enabler for broadcasters to becoming a major revenue driver in a highly fragmented media environment. With audiences fragmenting across traditional broadcast and emerging OTT platforms, the challenge is no longer limited to reach and accessibility but on the infrastructure itself.

The traditional broadcast infrastructure was based on hardware-driven workflows, traditional encoding and inflexible asset management. These models were suited for a satellite-based world but did not provide much scope for innovation in monetization strategies.

The cloud infrastructure, however, started to provide broadcasters with a new opportunity. It’s no longer about ...