Exploring the advantages of IP video distribution

July 2, 2024 by Michal Miskin-Amir, EVP of Development

The last few decades have seen a massive increase in live content. From 24-hour news networks to an ever increasing frequency and range of sports, the growth in live content has evolved and entered the world of streaming. The fact that 99% of U.S. households now subscribe to at least one streaming platform demonstrates how streaming has become embedded in the fabric of everyday life.

The demand for more live content has meant that leading media players have to make important business decisions to ensure they can handle vast amounts of live content. The transition from satellite to IP video distribution has become a priority issue. Although satellite has been essential to TV production, its role is waning, and increasing distribution capacity using IP methods is critical for long-term success.

IP video distribution boasts new capabilities and advantages that go beyond what satellite or fiber can offer. Understanding those challenges and how they can be turned into opportunities is key to taking that first step into the IP future today.

Why transition from satellite to IP video distribution

Satellite has long been the backbone of distribution. And some media organizations may hesitate to transition to IP video distribution if they fear losing familiar benefits from satellite distribution.

But the industry has changed and when media organizations look at the trajectory of their business, IP video distribution is integral to the evolution of their operations, offering a roadmap to success.

The industry has been talking about the transition to IP technology for a long time, but now is the time to act. IP technology offers a range of services, capabilities, and growth opportunities that are impossible to achieve with a satellite model. The challenge for companies is understanding these capabilities and how they align with the constantly evolving environment.

Advantages of IP video distribution

With a satellite distribution model, media companies need to plan ahead. This means making big investments in advance leading to less business flexibility. IP networks utilize internet technology capabilities that offer more agility and flexibility for broadcasters. Media companies can experiment with different business models that put the requirements of their audience at the forefront. IP video distribution empowers media organizations to swiftly adapt to market trends and viewer preferences.

The value of content is transformed by IP video delivery. Through the ability to deploy high-quality content, media companies have access to a new revenue stream that satellite is not able to provide.

Customization is king

In order to monetize content, you need to be able to customize it for different destinations, across different platforms, and for ad signaling.

Satellite distribution is much more restrictive in this space, while network based IP video distribution enables broadcasters to create and deliver different versions of their content more efficiently and at scale. A specialized IP network that boasts multicast and distribution capabilities with greater scale and efficiency is key. In network channel routing allows higher flexibility, faster reaction time and the ability to add more source feeds faster. Increased control enables switching between feeds seamlessly, blackout management and policy based decisions. IP technology can scale high-value content while offering localized experiences. Custom feeds, local commentators, and culturally relevant viewing cater to diverse audiences, multiplying the value of top-tier live content. IP video distribution can also be utilized for enhanced broadcast advertising.

In network ad signaling and decoration facilitate content versioning by enabling the same content to be provided differently to different markets and advertising platforms. IP network-centric technology creates value by allowing in network ad signaling from multiple sources including automation playlists, varying implementations of software or hardware operator controls and adaptive pre-programmed automation, while maintaining frame accuracy.

IP video distribution helps boost customer loyalty and taps into new revenue streams previously unreachable with satellite distribution.

With a robust, low latency specialized IP network at the helm, IP video distribution, customization and control is highly reliable and seamless. With the industry revolving around 24/7 access to content on multiple platforms, video quality issues, or high latency can be detrimental to any media business. Eliminating these headaches gives media organizations a much-needed competitive edge.

IP video distribution empowers scalable content delivery

Scalable and flexible IP technology enables the seamless delivery of multiple channel derivatives and tailored versions of content for multiple digital platforms, helping content owners reach new audiences and grow revenue streams like never before.

A scalable and flexible multicast IP transport network, coupled with automated channel versioning capabilities, empowers frictionless content delivery. By tailoring multiple channel derivatives for OTT, FAST, and other digital platforms, content owners can expand their reach and boost revenue streams. Simultaneously, IP video distribution and IP workflow innovations are driving technologies that facilitate versioning and regionalization of valuable live content at scale.

Making a seamless transition to IP video distribution

While satellite distribution still has a place in the industry, IP video distribution offers distinct advantages and requires a different skill set. This is why finding a trusted IP network that offers both leading-edge technology and unparalleled support is essential.

Partnering with technology providers that offer interoperable solutions that seamlessly integrate into existing workflows is one of the first steps to make on the IP journey. With access to network scheduling, streamlining customer operations and enhancing the overall user experience, a provider with the right technology infrastructure will help define your future in broadcasting.

A partnership approach allows media leaders to channel their efforts toward creativity and innovation, while benefiting from expertise of fully managed IP technology.

Learn more about transitioning to IP video distribution here.