Authored by Mathias Guille, VP Cloud Platform, Broadpeak. Broadpeak were finalists in the Best SaaS Product for Media and Publishing category at the 2023 SaaS Awards.

The evolution of television in the modern era is an exciting story.

In the entertainment industry specifically, we can identify three main trends. First, the old-fashioned way of families watching TV together at a specific time has changed. Now, people watch content on various devices anytime and anywhere. However, viewers still expect the same quality as on a traditional screen. Second, innovators — including hyper-scalers and the FAANG (Meta/Facebook, Amazon, Apple, Netflix, Google) group — are reshaping the media landscape by being more flexible than most traditional broadcast players. Third, every business is becoming its own media outlet or content provider.

This article examines how SaaS technologies can improve the video streaming experience by making top-tier video technology more accessible to everyone and by adding more flexibility and personalization to existing TV players.

How SaaS Responds to the Video Evolution

Television has traditionally been a passive medium. Broadcasters decide what to show, giving audiences little control over their viewing preferences. Then came the internet, a game-changer that paved the way for on-demand content. Platforms like Netflix and YouTube started the streaming era, allowing viewers to choose what to watch, when, and how. They disrupted the traditional television model, creating a more democratic content consumption model. This significant shift was the start of a much bigger wave.

TV Is No Longer About the Media Giants

Even with the arrival of FAANG, only giant media companies like ESPN, CNN, and Comcast dominated the video landscape. They were the original leaders of content creation, curation, and distribution. Today, however, the situation has dramatically changed. Video is no longer the exclusive domain of large broadcasters or pure content providers; it’s becoming a crucial tool for businesses of all sizes, from multinational corporations launching product demos to local cafes showcasing their signature dishes.

A great example of this is Salesforce+. It is based on the concept of Disney+, but centered around sharing business and entrepreneurs’ stories. Every company needs to have a video strategy now!

The Formula 1 Analogy: From Racetracks to Roads, From Broadcasters to Streamers

Consider the world of automobiles. Formula 1, the pinnacle of motor racing, is a hotbed of innovation. Here, advanced technologies are tested under extreme conditions. Many features we now take for granted in our everyday cars — like efficient braking systems, traction control, and even ergonomic designs — were first introduced on the F1 circuits. Similarly, the advanced streaming technology that was once exclusive to big broadcasting houses is now reaching broader audiences, thanks to SaaS.

Just as F1 innovations made their way to retail cars, state-of-the-art features — like adaptive bitrate streaming, personalization, real-time analytics, and AI-driven content curation — are being democratized by SaaS platforms.

These sophisticated tools are no longer reserved for the broadcasting giants of the world. Now, even small businesses and individual creators can offer their audiences a top-tier streaming experience. SaaS is the bridge that takes the innovations from the “racetracks” of significant broadcasters and brings them to the “roads” of everyday content creators.

Whether it is a startup hosting a webinar, an artist sharing tutorials, or a local NGO broadcasting a community event, SaaS ensures that the technical barriers of “TV-grade” broadcasting are virtually nonexistent. In doing so, it’s not just reshaping the landscape of video streaming but also redefining who participates in it. This universality, brought about by SaaS, signals a new era where technological constraints do not limit content.

Traditional TV Can Also Leverage SaaS

On the other end of the spectrum, TV, as we remember it, can also learn to progress, compete with the latest web players, and find its place in the creator economy, thanks to SaaS.

Try and Learn Vs Unfinishable Deliberation

Historically, the broadcast industry’s approach to streaming technology selection revolved around extensive evaluation cycles, seeking the optimal and cost-efficient solution across dimensions like infrastructure, orchestration, and software. Though occasionally effective, this method often involves protracted timelines and resource allocation. Some assessments need to be updated or relevant by the time evaluations conclude.

SaaS solutions introduce a streamlined alternative to find a much quicker pace. Frequently, businesses can glean tangible outcomes through free trial accounts or self on-boarding without requiring prolonged evaluations or management’s approval. This rapid assessment doesn’t necessitate a final commitment to a SaaS solution but does offer an expedited pathway to identify the best fit.

Use APIs to Take Back Control

Pay-TV operators and broadcasters have been relying on hardware solutions for too long, making their employees’ jobs much more conditioned to project management than anything else. Many services’ lifecycle still hinges on spreadsheets or email chains.

Transitioning to the API interfacing that SaaS is based upon could be revolutionary. API-centric operations enhance automation, streamline execution, bolster security, ensure consistent quality, and promote reproducibility. This shift augments efficiency and liberates resources for more strategic endeavors. It also empowers employees, which can build on top of API, to automate more company flows.

Need for Adaptability and Contextualization

In the ever-evolving landscape of video streaming, adaptability is not just an advantage; it’s a necessity. Consumer preferences are constantly changing. New devices are developed rapidly, and varied screen sizes and resolutions demand different streaming optimizations.

Enter SaaS. SaaS platforms offer adaptive streaming capabilities, adjusting video quality in real time based on the viewer’s device and bandwidth. Furthermore, they allow for contextualized experiences (https://broadpeak.io is a great example). For instance, a viewer watching a cooking show might be shown ads or links to buy the ingredients or kitchenware, enhancing the user experience and creating monetization opportunities.

That capacity to move fast and to personalize the experience is crucial to the success of traditional players in getting back the attention of viewers who left for TikTok and Snapchat.

The SaaS Advantage: Fast, Easy, Adaptable

In video streaming, SaaS isn’t just another technological option — it’s rapidly becoming the industry standard. Its myriad advantages, from speed to integration, make it an irresistible choice for new entrants and established players in the video streaming world, offering the following key benefits:

1. Speed: SaaS means faster deployment, reduced time-to-market, and real-time streaming. Streaming platforms can instantly upload, process, and distribute content globally, ensuring viewers get immediate access.
2. Ease: With managed services, platforms, and pre-built tools, even newcomers can launch a streaming service. There’s no need for extensive infrastructure or technical expertise, making the barrier to entry significantly lower.
3. Adaptability: SaaS platforms evolve continuously. They’re designed to integrate seamlessly with new devices, formats, and consumer demands, ensuring longevity in the ever-changing tech landscape.
4. Cost Efficiency: Traditional broadcasting requires hefty investments in infrastructure and licensing. With SaaS, businesses can operate on a subscription-based model, scaling their costs with their needs.
5. Data-Driven Insights: SaaS platforms often incorporate analytics tools, allowing content creators and distributors to gather valuable data on viewer preferences, engagement metrics, and more. This data can inform content strategy, advertising decisions, and user experience enhancements.
6. Integration Capabilities: SaaS solutions are easily integrable with other tools and platforms thanks to their modular design. A SaaS-based streaming service can integrate with other digital media, such as CRM systems, ad networks, or eCommerce.

Conclusion

In an industry where agility is critical, the ability to take shortcuts and pivot quickly is vital. Video API SaaS platforms offer more than just operational efficiency; they empower streaming services with the agility and competitive edge required for tomorrow’s marketplace. These platforms help streamline workflows and boost profitability, ensuring businesses remain future-ready and market-relevant.

They are also helping to bring super advanced features to the masses. Consequently, the future of video streaming is inextricably linked with SaaS. As the world continues to embrace digital, on-demand content, the need for robust, adaptable, and efficient platforms becomes critical. The SaaS model, with its numerous advantages, ensures that tomorrow’s video streaming is not just about viewing content but experiencing it. As we stand on the verge of this new era, one thing is clear: the golden age of television might be upon us, thanks to SaaS.