Why the Gap Between the Game and Your Screen Is a Business Problem

That gap between reality and your screen is latency, and it has become one of the most commercially consequential technical problems in the live sports industry. With American sport betting exploding in scale and prediction markets rewriting the rules of fan engagement, the stakes around streaming delay have jumped from a quality-of-experience nuisance to a structural business problem that touches broadcasters, technology companies, regulators, and sportsbooks alike.

Volumetric video won gold at the Olympics. Is an Oscar next?

By recording Olympic athletes from multiple viewpoints simultaneously, volumetric video preserves the spatial performance itself rather than a single chosen angle. Producers can then reposition a virtual camera in post-production, even if the final output remains conventional 2D. Perspective becomes adjustable after the event, not fixed at the moment of capture.

Audio and Video Have Improved Dramatically, So Why Don’t We Feel Present?

For many years, sharper images and clearer sound were treated as largely independent challenges, each optimised in isolation. The result often looks impressive but can still feel incomplete. Presence is not delivered by resolution or clarity alone. It emerges when depth, motion, timing, and sound work together, as they do in the physical world.  

From Probabilistic to Proven: The Deterministic Turn in Audience Data Strategy

As an industry, we must make 2026 the year we shift away from probabilistic signals of audience identity, like IP addresses, to more deterministic and higher-fidelity signals that can reliably connect impressions to households, and ultimately, to the business outcomes that CMOs are on the hook to deliver.

Planning Beyond the C-band Auction: How IP Distribution Is Shaping What Comes Next

Under new legislation, the FCC is required to auction at least 100 MHz of additional Upper C-band spectrum beyond the reallocation that took place in 2021. To tackle this challenge, forward-looking broadcasters, networks, and rights holders are turning to managed IP solutions with performance and reliability Service Level Agreement (SLA) guarantees as the primary path forward. These regulatory shifts aren't introducing a new direction but are accelerating decisions that are already reshaping the industry. Broadcasters are moving away from fixed satellite capacity and adopting scalable, IP-based networks that offer full reach, strong guarantees, greater flexibility, better performance, and long-term value.

Option Media Builds Trust in Every Transfer

With Signiant, Option Media moves high volumes of media quickly and consistently, reducing transfer failures and eliminating the need to restart interrupted uploads. Signiant's alignment with TPN Gold Shield assessments and advanced access controls help Option Media meet studio-grade security requirements without slowing production. Branded, client-friendly portals make it easy for non-technical users to send and receive content, improving client experience.

Operational Discipline in Streaming is Now Non-Negotiable

Cost control is a major priority for streaming services today. Video providers need smarter architectures that enable resources to be optimised, unnecessary costs prevented, alongside better use of data, and effective financial practices that enable cloud spend to be kept under control. Ultimately, video providers need to implement the strictest operational discipline across every aspect of their service.

Designing the Shift to Software-Based Media Production

The broadcast industry is undergoing one of its most profound transitions in decades as media production moves away from hardware-dependent infrastructure toward software-based environments that are more flexible by design. While this evolution has been building for some time, it is now being addressed at an architectural level, with the industry recognising that incremental change is no longer sufficient to support modern production requirements.

When Sport Piracy Goes Industrial: Building a Coordinated Defense

For organisations such as LaLiga, the NFL, and the Premier League, the growing sophistication of sport streaming piracy at scale changes how piracy must be addressed. What was once treated as a reactive enforcement issue now requires a coordinated, technology-driven strategy that protects content without degrading the fan experience. Connecting protection, detection, attribution, and enforcement creates a more resilient defense model that can respond at the same speed and scale as modern piracy operations.

Pause Before You Chase the Next CTV Ad Format

CTV has always been driven by novelty, but let's not get too far ahead of ourselves. We haven't come close to exhausting the performance potential of pause ads.

Olympic-scale streaming demands broadcast-grade delivery

Olympic-scale streaming delivery is often framed as a capacity challenge, but in practice it is a systems-engineering problem driven by complexity as much as volume. In this context, "good enough" streaming is no longer viable, and broadcast-grade delivery becomes a baseline requirement for any organization entrusted with global tentpole events.

Streaming, Hybrid Delivery, and the Reinvention of Broadcast Infrastructure

Today's audiences expect flexibility, immediate access, and personalised experiences. They move fluidly between devices and platforms, and they are less concerned with how content reaches them than with how easily it fits into their daily routines. For broadcasters and content providers, this creates both an opportunity and a significant challenge. The industry must transition from rigid, tower-based workflows to agile, IP-native systems that accommodate evolving behaviours without compromising reliability or quality.

Beyond the Ad Pod: Where CTV Advertising Will Go in 2026

As CTV changes how people consume content beyond the big screen, AI is simultaneously changing the way advertisers design, plan, activate and measure campaigns. Together, these two changes mean advertisers should be thinking about 2026 as a time to reinvent the way they reach audiences.

The Identity Problem Isn’t Loss, It’s Fragmentation

The real issue facing marketers today is not the disappearance of identity, but its fragmentation. Signals are multiplying across browsers, devices, apps, platforms, and environments, each behaving differently and governed by different rules. Rather than a single, predictable decline, marketers are navigating a patchwork of inconsistent identity signals that vary widely depending on where and how consumers are reached.

Agentic AI: A New Path to Efficiency and ROI

By this time next year, agentic AI will sit inside everyday operations no longer as an experiment, but as part of the connected backbone that powers how content is created, managed, and delivered. The question has shifted from if to how, and specifically, how to make it usable across the whole business.

What Counts as CTV? Why Defining the Channel Matters for Performance

CTV should mean ads that run where viewers expect TV adverts. That means full-episode, professionally produced, long-form content streamed through connected devices. It excludes user-generated clips, background ads, and placements that may technically run "on the big screen" but don't align with consumer perception of television.

In 2026, Premium Video Fragmentation Creates a New Wave of Aggregators

Ad-supported tiers are proliferating across streaming services, each with its own tech stack, data capabilities, and buying processes. For advertisers, this abundance creates complexity that threatens efficiency. More inventory should mean more opportunity, yet when premium video moments are scattered across streaming services, publisher platforms, and emerging channels - each with different buying mechanisms, measurement standards, and data integrations - finding the right inventory at the right time becomes exponentially more difficult.

Interactive, Measurable, Relevant: How CTV Will Continue to Shape TV Advertising

What does CTV's ongoing evolution hold for advertisers and the future of TV advertising?

Ad measurement: The key to maximising OTT ad revenue

Measurement is the foundation of trust in the ad-funded streaming economy. Advertisers seek transparency, publishers rely on predictable revenue, and platforms want efficiency. None of these goals can be reached solely through ad insertion. Measurement, especially as new standards aim to simplify how engagement is captured across devices, is central to sustainable monetisation.

From Reach to ROI, Proof Is Now TV’s Most Valuable Metric

Television has always been the most powerful storytelling medium, but for decades, it was also one of the hardest to measure. Brands knew TV drove awareness, yet they struggled to prove its impact on actual sales. As streaming reshapes how audiences watch video, the walls around measurement are finally coming down. Connected TV is no longer just about reach; it is becoming a channel that delivers proof.