Content Creation and Delivery Reimagined with Digital Infrastructure


Equinix: Reinventing Content Creation and Delivery with Digital Infrastructure

The content and digital media (CDM) industry has undergone a massive transformation due to the constant evolution of social media, games and streaming channels. From new content delivery and advertising models to ever-increasing consumer expectations, CDM companies are challenged to deliver better experiences and leverage technology and ecosystem partnerships to support this goal.

A new white paper from IDC sheds light on the challenges of this new era of delivery and the opportunity for enterprises to leverage a digital platform and partner ecosystem to deliver fast and compelling user experiences. According to this IDC report, “Two years after the emergence of the global pandemic, the [media and entertainment] the industry is still building on the strong growth in video traffic seen in 2020. During this period, the total volume of videos streamed in the United States has increased by more than 60%, with growth recorded for all devices consumption (telephones, televisions, PCs and tablets).[1]

This shift alone has underscored the need for digital infrastructure and ecosystem partnerships that support this new era of streaming and content delivery. To stand out from the competition, content and digital media companies must build the infrastructure of the future, from digital core to edge, using a distributed and interconnected architecture that provides the flexibility and speed needed in an evolving industry. fast.

Content and digital media companies face challenges and opportunities

The pace of transformation of the broadcast industry and digital media and content channels has been staggering, no doubt accelerated by the pandemic. The new IDC report, which focuses on broadcast, broadly defined to include all television, film, and other video content delivered over the air, on pay-TV, and on the Internet, says the industry has shifted to a new era characterized by a rapid evolution of services. and new forms of distribution and monetization. Many changes in the industry will be familiar to media consumers:

  • More people are switching from pay TV to over-the-top (OTT) streaming viewing options
  • Expansion to a global audience
  • Hybrid business models offering subscription, ad-supported, and free content tiers
  • Availability on multiple devices such as tablets and smartphones with the use of voice assistants like Alexa, VR headsets, etc.

Additionally, in the age of media streaming, consumers are more demanding than ever about the quality and speed of content delivery, putting pressure on an already overburdened infrastructure. Personalized experiences are now expected; other augmented experiences and virtual reality are also on the horizon, which will require advanced data and AI capabilities.

These changes place greater demands on infrastructure and add complexity to IT environments that often already carry significant technical debt. To compete in such an environment, companies need to revamp their infrastructure to succeed in the future.

Digital infrastructure paves the way for future success

A modernized infrastructure lays the foundation for future success in the new era of broadcasting. Media companies need to be on the cutting edge of technology to stay ahead of the fierce competition in the industry.

The IDC report identifies five important infrastructure and platform qualities of a redesigned digital infrastructure for content and digital media companies:

  • Support for hybrid multicloud architectures.
  • Low latency data transmission to meet performance requirements.
  • Cost-effective data transport to strike the right balance between budget and performance.
  • A cloud-adjacent innovation that allows businesses to connect.
  • Ability to access ecosystems and scale wherever people and data reside.

These requirements will support the digital transformation needed for businesses in the media industry as they move towards a more interconnected future.

Realize the benefits of the digital core, ecosystems and edge

To stand out from the competition, content and digital media companies must build the infrastructure of the future, from digital core to edge, using a distributed and interconnected architecture that provides the flexibility and speed needed in an evolving industry. fast. “

Leveraging the three components of digital infrastructure helps content and digital media companies gain a competitive advantage by being wherever their customers are, when their services are in demand. Deploying a digital infrastructure enables companies to deliver immersive experiences, scale with market imperatives, and quickly expand to other geographies.

  • Interconnection at the heart of digital This is where companies establish corporate networks, regional and multi-cloud back-end data infrastructure locations. Content and digital media companies can use these “central metros” to provide capacity between networks, clouds, XaaS providers and their digital infrastructure. Deploying digital infrastructure in these carrier-neutral locations removes the limitations of traditional technology.
  • Interacting at the digital frontier This is where companies connect the physical and digital worlds by deploying their digital infrastructure at the sites with the greatest digital engagement. Organizations can connect to customers, edge devices, and places of business and participate in local marketplaces in edge metros. Whether it’s supporting a dynamic mobile workforce, developing business-relevant information, or delivering differentiated experiences, there are many reasons why content and digital media to position their infrastructure at the digital edge.
  • Integration into digital ecosystems helps companies tap into the largest business ecosystems, enabling them to drive innovation and outpace the competition. Content and digital media companies that combine direct access to the digital ecosystem with the power of an interconnected digital infrastructure can quickly generate new value through the integration of SaaS, data marketplaces and services commercial.

Increase flexibility with interconnect-oriented architecture

Forward-thinking enterprises are designing their digital infrastructure around points of interconnection, unlocking greater flexibility and more opportunities for business growth. We call this consistent deployment model Interconnection Oriented Architecture® (IOA®). Unlike traditional, centralized IT infrastructure, IOA enables businesses to respond quickly to change and thrive in the digital economy.

Interconnection connects everything digital: core, edge and ecosystems. Content and digital media companies can connect private and public clouds, physical and virtual infrastructure, and merge data sources, enabling content creators to scale production, interconnect with more partners, improve the customer experience and innovate for the future.

Capitalize on the deployment of a digital infrastructure from a single platform

By deploying digital infrastructure in Platform Equinix® core and edge locations, content and digital media companies gain access to our vast, interconnected ecosystems of network, cloud and IT companies, partners and service providers. Our portfolio of digital services can help content and digital media companies deploy digital infrastructure that enables fast and secure content delivery to deliver exceptional user experiences at the digital core and edge.

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Jenny T. Curlee