In a report investigating the global VOD content distribution that is supplying the VOD Revolution, The DPP says that it has defined a reference workflow for the supply of content from distributors and aggregators to platforms, exposing the challenges VOD owners are experiencing despite increasing viewership numbers. The report also asked what practical steps should be taken to reduce complexity and ensure efficiency in regards to the vital artery of the video industry. “The dramatic rise in the number of VOD platforms, and the lack of commonality between their delivery requirements, has become a source of pain for many content owners,” said DPP head of delivery and growth, and author of the report, Rowan De Pomerai.
The report found that organizations across the content supply chain are prone to develop best practices for key processes, including reducing the number of formats used. However, the study still revealed the large number of VOD supply chains that are still dominated by manual processes, making them inefficient and susceptible to human error. The routine process also takes months to complete and requires significant costs for both distributors and platforms. The DP also found that the main format challenges do not come from video, but rather from metadata and avails, while custom formats and spreadsheets still dominate the exchange of this vital piece of information.
The research team connected with key individuals, from CTOs to operations staff, helping them gain an understanding of what supplying content for video-on-demand means. The DPP noted a concern that frustration would emerge from both, distributors and platform owners. “It’s startling how chaotic and costly aspects of this process can be, not just for content suppliers, but for platforms too,” De Pomerai said. “Just as we did for broadcast delivery, the industry can work together to improve efficiency and reduce cost. Of all the problem areas we hear about at the DPP, this may be the one causing the most frustration on a daily basis.”
The report was enabled by Sony New Media Solutions. “The rising number of global VOD platforms creates a commercial opportunity for content providers, but with it comes technical and operational complexity,” said Vice President of Software Engineering and Architecture, Kunal Shah. “We're thrilled to partner with the DPP on this ground-breaking research, and the insights from this report will benefit our customers around the world, both distributors and platforms alike.”