Playout refers to the technology used in broadcasting to transmit media content to the target audiences effectively. Playout solutions cover the broadcasting processes, equipment, and software required to convert and play source media and channel content to an external on-air environment. Playout services provide a fast and reliable way for content creators to connect to their audiences through various platforms. Manufacturers of playout solutions offer content via satellite, fiber, and IP to satellite and cable providers across the globe. They also try to formulate strategies for internationally launching existing TV networks. The rise in multichannel video programming solutions is expected to improve the global playout software market in the coming years.
EVERTZ, GRASS VALLEY CANADA, IMAGINE COMMUNICATIONS, HARMONIC INC, AND AMAGI PROMINENT MARKET PARTICIPANTS IN PLAYOUT SOLUTIONS MARKET
The broadcasting industry is undergoing revolutionary technological innovations to provide a better user experience. Emerging technologies and innovative workflows, such as playouts, transform live news and sports production. The transition is mainly driven by standalone streaming services, linear over-the-top (OTT) providers, and companies like Amazon and Twitter bidding for streaming rights. In the US, the increasing shift toward digital video platforms, along with increasing bidding from Amazon for streaming rights, is changing the streaming landscape in the country. For instance, Amazon obtained broadcasting rights to European Soccer Champions League matches in Germany, strengthening its sports content portfolio.
The enthusiasm toward video-on-demand (VOD) services among the population are growing exponentially in today’s fast and technologically advanced world. With the availability of unlimited choices, such as Amazon Prime, Netflix, YouTube, Hotstar, and Disney plus, and on-demand channels of the broadcasters, the viewers have more variety than ever before. Despite the dominance of these networks, terrestrial television continues to assert its position as a basic service to viewers worldwide. For instance, according to an article, 99% of the Australian population utilizes terrestrial broadcast networks. According to Advanced Television Ltd., the percentage of people watching terrestrial TV in the UK increased by 2.6%, reaching 78.6% in 2022. According to Verdict Media Limited, terrestrial is Thailand’s most widely used television platform. The percentage of the television audience who watched terrestrial television was 88.6% in Thailand at the end of 2018. The terrestrial broadcast network has become an important connection to news and current affairs, live sport and culture, and general programming between broadcasters and their viewers. Thus, increasing demand for terrestrial television will require more and more playout solutions and drive market growth in the future.
The COVID-19 outbreak dramatically impacted the global economy during its peak in 2020 in its initial days, hampering business activities in various industries and forcing them to change the way they work overnight. As lockdowns prevailed in most countries, industries temporarily halted their operations. The pandemic caused unprecedented changes for consumers, businesses, and communities on a global scale. Due to the lockdown measures, consumers from various countries had to stay home, increasing free time and media and TV intake. Also, consumers drastically shifted their consumption preferences during the pandemic and viewed digital entertainment products more as necessities as they spent more time at home. During the pandemic, the adoption of cloud-based playout solutions among broadcasters has grown tremendously, driving the playout solutions market. Thus, the COVID-19 outbreak positively influenced the playout solutions market.
The top five companies in the market are Evertz; Grass Valley Canada; Imagine Communications; Harmonic Inc, and Amagi. The above listing of key players is derived by considering factors such as overall revenue, current well-completion equipment and services portfolio, new product launches, market initiatives, investment in technology up-gradation, mergers & acquisitions, and other joint activities. A few of the important market initiatives and product developments from the industry are mentioned below:
| Year | News | Region |
| 2022 | Amagi announced the general availability of its broadcast-grade cloud playout product, Amagi CLOUDPORT, on Google Cloud Marketplace. The partnership elevates Amagi’s SaaS offerings to its customers by combining the advantages of Amagi’s live and on-demand video infrastructure services with Google Cloud’s solutions. | North America |
| 2022 | Harmonic, Inc. announced it would bring the Company’s latest cloud-native and on-prem video streaming and broadcast delivery innovations to IBC2022. Harmonic highlighted the critical needs of the media and entertainment industry by enabling flawless live sports streaming, targeted advertising at scale, best-in-class VOD and linear streaming, and next-gen broadcast service delivery. | North America |
| 2022 | Evertz Technologies Limited has announced that it has agreed on an asset purchase agreement with Harman International for Studer, an audio brand, technology, and related assets. Evertz planned to develop next-generation products to meet future broadcast customer needs while creating synergies between its current product suite and the Studer product environment. | North America |
