How to reach the full potential of live streaming
To deliver the quality entertainment experience that today’s connected consumers expect for streaming live video regardless of the device they’re using, content providers must address a variety of challenges.
Content providers must ensure that live streams of breaking news, sports and entertainment are not compromised by startup failures, buffering or poor video quality. Viewers won’t tolerate it. Content providers must increase production value to the standard that is typical of live event broadcasts and offer greater interactivity, allowing viewers to shape their own viewing experiences by choosing from additional streaming content and varying camera angles.
All of these elements make for compelling live streaming events, but they do require some behind-the-scenes technical and operational work.
For a start, streaming content must be presented quickly and at a high quality, even in the face of rapid and immense fluctuations in audience. However, even when the technology supporting live streaming can scale to handle massive numbers of concurrent requests, as our platform does, challenges remain.
Sending out production crews, setting up signal acquisition, overseeing logistics and allocating resources to deliver a live program with high production value can be both expensive and difficult. The unpredictable nature of streaming live events can diminish the viewing experience, if not handled appropriately. The team on the ground has just one chance to get it right. They must be ready to capture a conventional primary feed and the interesting angles and behind-the-scenes views that add value and foster one-on-one engagement. At the same time, the team must have the tools to seamlessly and unobtrusively insert alternate feeds or promotional material into live action.
Given these challenges, some of the world’s largest sports networks rely on partners to manage both the on-site production environment and their live streams, particularly when producing numerous events simultaneously. Because it eliminates the need to invest in additional infrastructure and to cart equipment from site to site, this approach offers both convenience and — for content producers that are still new to live event streaming — a low-risk way to get into the game.
To build an audience and monetize contracts and live streaming content effectively, content producers must do more than stream live events. A compelling TV-like viewing experience can only be created by a team that enjoys robust and flexible technology, strong operational capabilities and powerful monetization tools.
No live stream has drawn as many viewers as a network broadcast – yet. Nevertheless, audiences for live streaming content continue to grow. And, when content producers use the latest technology and tools for smooth delivery of live streaming content that’s unavailable on broadcast television, they have the opportunity to meet the demand for niche content and create a valuable connection with a new community of viewers.