The DPP, the international network for media and technology, has published its new Cloud Native Distribution report which explores the recent and upcoming changes - and the key business challenges - across all aspects of content distribution. This report is the first in the DPP’s 2025 Cloud Native series.
Cloud Native Distribution was formed by consulting with subject matter experts from across the media industry. It also includes data from a wide variety of sources including Hub Entertainment Research, which partnered with the DPP to illustrate in stark detail the changing content distribution landscape.
The report revealed that streaming is now the mainstream, reaching 94% of viewers in the US - while almost 30% only use streaming. What’s more, connected TVs have become the new content hubs, and digital video advertising is growing at a remarkable rate. To keep up with this rapid change, media owners must seek a more agile, responsive, and flexible approach to distribution.
“The complexity of video distribution has been rising almost since the moment television was first invented,” says DPP CEO Rowan de Pomerai, the report author. “Distribution is no longer just a fixed infrastructure of transmitters and cable networks - flexibility is now crucial to respond to continually evolving viewer behaviours.”
Cloud Native Distribution also found that AI can be a transformative technology when it comes to media distribution. While it is well established in content recommendations, AI is also increasingly being used for workflow automation, advertising targeting, and more. However, media companies won’t be able to unlock the full potential of AI until they can effectively collect and manage data. One of the report’s expert contributors explained:
“AI's potential is immense, but its success hinges on effective data collection and management. Addressing today's data challenges and breaking down data silos will be key to unlocking AI's power.”
DPP members can download the report, enabled by Headline Sponsor Encompass and Expert Sponsors Akamai and Knox Media Hub, here.
The next report in the DPP’s Cloud Native series will be published at the start of September. Cloud Native Production will examine how ambitious producers are pushing technologies and workflows to the max, to achieve truly cloud native production.
