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Video Distribution Outlook: Hybrid Taking Center Stage

Shifts in viewing habits and consumer demands continue to shape the media industry. Over the past two years, global video consumption has grown by 60%, largely due to an increase in streaming platforms and the introduction of new services such as Free-Ad-Supported-Television (FAST). Consumers are more connected than ever and with a growing variety of options, have developed an expectation for affordable access to high-quality content, anytime and anywhere.  
These increasing video demands can be a tall order for programmers as they try to balance delivering uninterrupted, high-quality content to both their legacy and streaming viewers. Content providers often must deliver content to multiple platforms, serving viewers across a multitude of services, including cable, broadcast, subscription video on demand (SVOD), advertising video on demand (AVOD), and FAST channels. Hybrid distribution solutions, which combine the reach and efficiency of satellite, with the flexibility and cost-effectiveness of terrestrial networks is making efficient scalability and distribution a reality for content providers who are servicing this global content consumption.  
Why Hybrid?  

Hybrid distribution makes reaching more viewers in more locations a reality by combining an array of satellite, fiber, IP, and cloud, to make use of the technology that best suits a given use case. For some applications, the vast coverage area of satellite is needed, but for others, the simplicity and minimal infrastructure requirements make IP right for the job. As more media services and operations are virtualized, connectivity to the cloud is also essential. Bringing these varied solutions together into the hybrid model provides a flexible, cost-effective solution to meet the growing and evolving demands of media consumers.  

“[Hybrid solutions] offer more connectivity options to broadcasters of all sizes looking for more affordable and reliable ways to transport content as well as for those seeking new ways to increase viewership,” said Pascale Fromont, VP of Media at Intelsat.  
By leveraging satellite infrastructure paired with ground operations, broadcasters can leverage multiple types of connectivity to reach their existing and potential new customer bases. “Broadcasters need solutions that are relevant, timely, and reliably distributed to viewers. Satellite provides the coverage as well as the reliability and security needed to ensure high-quality, clear pictures of live events and content of all kinds are delivered anywhere on the globe,” shared Fromont, “while terrestrial networks, like fiber and IP, bring flexibility and cost-effectiveness to quickly deploy new services efficiently and affordability.”  
As consumer demands continue to change and the media landscape continues to evolve, it’s vital that broadcasters leverage solutions like the hybrid distribution model to engage, retain, and entice viewers. 
Learn more about hybrid video distribution and how it can impact reach and viewership here.  

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