Looking ahead: LTN on how IP video distribution with real time protocols will empower live sports distribution

NBA Paris Games 2025 [Credit: NBAE/Getty Images]

Delivering more content with fewer resources has never been more crucial than it is now. As consumer demand shifts rapidly and global economic pressures persist, Tier 1 media companies and sports broadcasters are under pressure to innovate. Organisations that have weathered decades of technological advancements and changing viewer habits now face new, transformative challenges that will shape their future.

With a proliferation of content, increasing sports viewership, and a growing number of streaming services, viewers now enjoy media on their terms, whenever, wherever, and however they choose. This shift toward lean-in consumer experiences has pushed major broadcasters to expand their reach, targeting both global and hyperlocal audiences with tailored content and live experiences across multiple platforms.

We are at a critical juncture for the media industry, where strategic technology and business decisions will determine which federations, rights holders, and content distributors thrive in an evolving digital landscape. The necessary shift to IP video distribution is one of the biggest — and most important — choices that organisations can make in 2025 to maximise efficiency and remain competitive. Let’s explore why.

Winners are agile

The pace of change in our industry is unprecedented. To stay competitive today, media companies and sports rights owners must deliver their best live content to an expanding ecosystem of digital platforms, meeting the diverse and varied needs of audiences and downstream platforms to maximise engagement and reach. The increasing demand for platform-specific, unique video content is driving the adoption of new technologies and business models that allow for greater customisation and scalability of linear channels and live events, all while reducing operational overhead.

The days of justifying significant capital expenditure (CAPEX) for building and maintaining inhouse technology infrastructure are fading. Audiences are too fragmented, technology evolves too quickly, and broadcasters must be able to distribute highly customised content to new regions and emerging platforms on the fly. The widely accepted shift toward an operational expenditure (OPEX) focused model is an effective strategy to gain flexibility and rationalise technology investment. This approach offers faster time-to-market and reduces the risks associated with investing in tech stacks that may soon become obsolete. Instead of dealing with high maintenance, management, and resource costs, companies can focus their time and budgets on-screen, bringing high quality, tailored content to a diverse array of platforms.

Redefining live content delivery

For many years, satellite distribution was the go-to method for delivering broadcast-quality live video to global audiences by way of traditional linear platforms. IP video distribution, and specifically with real time protocols, changed the game.

Today, thanks to IP video transport both contribution and distribution can be done in the highest quality and lowest latency. This mezzanine level feed management becomes ideal for delivery to the last mile streaming providers.

The true innovation in IP video distribution isn’t just about finding a reliable alternative to traditional broadcast methods. Many protocol-only IP solutions exist that can deliver acceptable transport capabilities for live video, but that’s only scratching the surface of what an IP-first approach can enable. Embracing an IP future is about tapping into a new suite of interconnected, automated technologies that empower content creators to cost efficiently scale, innovate, and deliver high-value live content to new digital platforms with enhanced customization and monetisation opportunities.

By embracing managed, multicast-native IP network technology, media players can unlock a new ecosystem of integrated tools that streamline the creation, customisation, and delivery of live content at an unprecedented scale. From simplifying complex workflows – such as channel creation, ad insertion, and playout – to customising live events with hyper-localised, culturally relevant advertising, we are just beginning to see the immense potential of IP technology ecosystems. The possibilities for expanding reach, deepening audience engagement, and boosting revenue have never been more exciting. And this is only the beginning.

Maximizing live broadcast revenue

As IP video distribution technologies evolve and bold new competitors enter the market, one constant remains in media: live content reigns supreme. Traditional broadcasters possess unparalleled expertise in producing high quality content that endures. While tech companies focus resources on content acquisition and live sports broadcasting rights, long-established players retain deep expertise in creating, managing, and delivering the world’s most significant live events.

We saw this over the summer, as major national broadcasters showcased cutting edge innovation during key events including the European Football Championship and the 2024 Paris Olympics. The BBC, for instance, drew recordbreaking audiences for this year’s Olympics, achieving 218 million online streams in the UK, doubling the numbers seen for the 2021 Tokyo Games.

Media companies understand the unmatched value of live content and how to deliver it through tailored experiences across platforms. But managing broad portfolios of live events and finding homes for primary live sports across digital platforms isn’t straightforward. Especially when all audiences demand equitable, value-added experiences, whether they’re tuning in on their mobile device, laptop, or connected TV.

Broadcasters that I work with are looking for scalable ways to create, customise, monetise, and distribute more live feeds than ever, with guaranteed reliability, ultra-low latency, and transparent pricing. From sports streamers looking to bring new wagering experiences to specialised platforms, or global content owners that want to bring language-tailored live feeds to cultural diaspora across continents, they’re opting for managed IP video distribution as the best, and only, way to achieve more with less. Embracing an IP-first approach now is the key to scaling with fewer resources, unlocking greater flexibility, and delivering exceptional sports content that resonates everywhere.