Back to Basics: Net Insight explores driving efficiency in sports video delivery
By Jonathan Smith, Net Insight solution area expert – cloud.
The broadcast industry has always thrived on innovation. From the widespread adoption of HD, digital audio, and 4K to more recent forays into IP, every new development has brought experimentation. Some experiments, like those mentioned, have stuck, while others haven’t. Now, AI finds itself in a similar phase, full of promise but still in need of real-world use cases to justify its potential.
Efficiency has become the name of the game in live sports broadcasting. Sports rights remain the most valuable commodity in the media landscape, with prices rising dramatically year after year, making streamlined, efficient delivery a necessity.
Broadcasters and media companies are now taking a more cautious approach to spending. The focus has shifted from innovation for its own sake to tangible ROI, especially around live events. For Tier 1 sports, efficiency is king. The technology deployed must guarantee flawless delivery to millions of viewers.
Broadcasters understand that any failure – whether it’s a technical glitch, latency issues, or a drop in video quality – can have serious consequences, both financially and reputationally. Where stakes are high and failure is not an option, broadcasters are now leaning into a “back to basics” approach, focusing on efficiency over endless experimentation.
Hybrid models: The best of both worlds?
With the rising demand for flexibility, hybrid distribution models have become more prominent. These models combine the robustness of traditional, hardware-based workflows with the scalability of IP and internet-based solutions, offering broadcasters the best of both worlds. While the reliability of hardware solutions remains critical for Tier 1 events, hybrid models deliver the efficiency media companies need. Hybrid distribution strategies allow broadcasters to manage costs more effectively by using cloud or IP-based solutions where appropriate, without compromising on the quality of the live broadcast.
For major sports events, a hybrid video distribution approach means that broadcasters can continue to rely on proven, broadcast-grade technologies for the primary feed, ensuring high quality, uninterrupted delivery. At the same time, they can take advantage of IP-based workflows for secondary feeds, social media content, and more, offering a flexible cost efficient solution. This efficient division enables broadcasters to meet the core audience’s needs and deliver engaging content across multiple channels without straining budgets.
From experimentation to practicality
AI is poised to transform live sports broadcasting but is still in an experimental phase. The key is to identify solutions that can drive efficiency and enhance the viewing experience today, rather than getting caught up in the hype.
With rights fees rising and budgets tightening, solutions that simplify workflows, scale cost effectively, and require minimal customization are in high demand. When the bottom line is everything, broadcasters don’t want to build a customised distribution model from scratch; they want technology that integrates smoothly into their existing operations, with minimal disruption and maximum performance. Solutions that do what they promise efficiently are gold dust.
Traditionally, price discussions followed technology talks, but today, those conversations are happening in parallel. Customers want transparency in pricing models to understand exactly how their investment benefits them. It’s not enough for a solution to be innovative; it must also be efficient, measurable, and simple to implement.
Maximising ROI
When it comes to Tier 1 sports, it’s clear that the ROI lies in the live event itself. This is where broadcasters are seeing the most value. But getting the most out of these high-value events doesn’t mean overloading on cutting edge technology. Instead, it’s about strategically using tools and harnessing multiple distribution solutions for the same core content.
Audiences are increasingly consuming content through multiple channels, with social media becoming a key part of the viewing experience. This shift has led to a split approach to content delivery, where the core live game is handled by ultra-reliable, broadcast-grade workflows, while more experimental and cost effective methods are used for distributing content to social platforms like Instagram, Twitter, or TikTok.
For Tier 1 events, such as global football tournaments or the NFL, the main event cannot afford any risks; broadcasters must ensure that the primary live feed reaches millions of viewers without interruption. For this, traditional hardware-based workflows or hybrid distribution models combining IP and hardware are essential, offering the efficient use of technology to maintain the delivery standards. that these premium events demand.
At the same time, broadcasters are exploring more experimental, cost efficient methods for delivering complementary content to social media. The pace and nature of social media distribution – highlight reels, behind-the-scenes content, and live commentary – don’t require the same level of technological investment as the core broadcast.
Social platforms benefit from quicker, more agile production methods. IP-based workflows and cloud solutions are increasingly used for social media feeds, providing broadcasters the ability to scale up or down based on the specific demands of each event. Social media content serves a different purpose: to engage fans in real time, offer additional perspectives, and expand the audience reach. By taking a more experimental approach to this type of content, broadcasters can maintain the integrity of the core broadcast while still capitalising on the growing influence of digital platforms.
Looking ahead: Sports broadcasting in 2025
As we move towards 2025, the future of sports broadcasting looks bright. The lessons learned in recent years – balancing innovation with efficiency, maximizing ROI, and adopting hybrid distribution models – are shaping a more resilient and efficient industry. For Tier 1 sports, where audience expectations and financial stakes are higher than ever, broadcasters are finding smarter ways to deliver exceptional, reliable live experiences while leveraging more flexible, cost effective, and experimental methods for secondary platforms like social media.
By embracing a “back to basics” approach, focusing on efficiency where it matters most, and using scalable solutions that adapt to the fast-evolving landscape, the sports broadcasting industry is well-positioned to continue thriving. As broadcasters fine-tune their strategies, hybrid models will allow them to expand their capabilities, experiment where appropriate, and maintain the highest quality standards for live events.
2025 is set to be a year where efficiency comes to the forefront, enabling broadcasters to futureproof their operations and confidently deliver the world’s most exciting sporting moments.