Francesco Cataldo, Chairman of iKO Media Group
Hybrid delivery models—combining satellite, cloud, and IP —are enabling broadcasters to build futureproof infrastructures that evolve with a rapidly transforming industry.
The Changing Landscape of Broadcasting
_______________________________________________
Broadcasting is in the midst of its biggest transformation in decades. Viewers now watch content on more platforms and devices than ever before. Traditional linear television still matters, but streaming, FAST (Free Ad-Supported Streaming TV), and on-demand services have redefined what audiences expect—and how broadcasters must deliver.
In the United States, more than 80% of households subscribe to more than one streaming service. Globally, users spend more than 17 hours streaming online video content weekly. FAST channels, which combine the simplicity of linear television with the flexibility of streaming, are forecast to generate over $25 billion in revenue by 2027. Meanwhile, the broader OTT market is projected to exceed $476 billion by 2029).
As the market continues to grow, audiences are becoming more fragmented and expect immediate access to high-quality content, wherever they are located. This creates opportunities and challenges for broadcasters, who now must reach viewers quickly, reliably, and seamlessly across all screens.
____________________________________
The Enduring Role of Satellite
____________________________________
While much attention is paid to IP and cloud solutions, satellite remains a cornerstone of global broadcasting. Its ability to deliver broadcast-grade video to massive audiences, especially in regions where terrestrial and IP networks are unreliable, makes it indispensable.
According to the Satellite Industry Association (SIA), the total number of homes connected to satellite television across the globe exceeds 400 million, accounting for more than 20% of households worldwide. In many parts of the world, including Africa, Asia, and Latin America, satellite is the only way to guarantee uninterrupted, high-quality delivery of content to large audiences.
Modern teleports, equipped to handle both satellite uplinks and IP interconnectivity, have become critical hubs in hybrid delivery. These facilities ensure reliable signal routing as well as broadcast-grade uptime and also support cloud and IP integration, making them a vital part of today’s hybrid workflows.
Even in developed markets, satellite’s role has evolved rather than been diminished. It now works in combination with IP and cloud as part of a hybrid model, providing the reach and stability that underpins the entire delivery chain. When live events, breaking news, or disaster coverage need to reach millions instantly, satellite and teleport networks remain the most reliable tools in the broadcaster’s kit.
___________________________________
Toward Integrated Workflows
___________________________________
For many years, satellite, IP, and OTT services operated in parallel. They were often managed as separate workflows, with different teams, budgets, and even priorities. This created inefficiencies, slower response times, and limited ability to innovate quickly for global broadcasters.
Today, broadcasters are increasingly adopting integrated workflows, where signal acquisition, playout, storage, and delivery are all managed within a single coordinated system. This integration reduces time to market for new channels or services, makes localization more efficient, and provides better control over the entire content lifecycle.
An integrated workflow also enables broadcasters to experiment more freely—launching temporary event channels, regional feeds, or interactive experiences—because it removes the friction of reconfiguring isolated systems. Ultimately, it allows companies to focus on creativity and audience engagement rather than being bogged down by technical hurdles.
____________________________________________
The Value of Full-Service Partnerships
____________________________________________
However, the modern media landscape is more complex than ever. Broadcasters face a maze of technologies, platforms, partners, regional regulations, and audience expectations that can vary dramatically from one market to another.
Many have found that working with a single full-service partner—who can manage everything from content ingest to global delivery—is far more efficient than coordinating multiple vendors. A trusted partner can ensure operational efficiency and also bring the cultural expertise needed to navigate regulatory environments and tailor content for local audiences.
For example, a broadcaster looking to expand into a new region needs more than only the technology but also an understanding of local languages, cultural preferences, and compliance requirements, to but name a few necessities. Full-service partners can address all these elements, allowing broadcasters to scale confidently and efficiently. A typical hybrid setup starts with satellite for global reach, then adds IP and cloud layers for interactivity, real-time updates, and localized delivery, all managed within a cohesive strategy.
_______________________
Cloud as a Catalyst
_______________________
Cloud technology has emerged as a powerful enabler for broadcasters, offering the agility to adapt and innovate at scale. It allows broadcasters to launch new services quickly, test new formats, and adjust resources up or down as needed — without heavy upfront investments.
In 2024, nearly 59% of media companies said that cloud services and virtualization was the most important trend in their organization’s technology roadmap.The global cloud media market is projected to grow by more than 10% annually through to 2030 where it is expected to reach $29 billion.
Cloud workflows also make it easier to manage multi-region outputs. Content updates can be made in real time, resources can be allocated more effectively, and different versions of the same content can be delivered simultaneously to audiences around the world. In many emerging markets, broadcasters are even skipping traditional infrastructure entirely and adopting hybrid models with cloud at their core.
____________________________________________________________
Unlocking New Markets Through Hybrid Innovation
____________________________________________________________
As hybrid infrastructure becomes more accessible and cost-effective, it’s opening the door for a wave of new content creators targeting niche audiences. With the rise of FAST, content that was once too expensive or complex to distribute can now reach global viewers—instantly and at scale. This shift is unleashing creativity from new corners of the media landscape, fuelling a more diverse and dynamic viewing ecosystem.
At the same time, traditional Pay-Per-View and linear platforms are rapidly evolving to meet these new expectations. We’re seeing operators blend satellite, Over-The-Top (OTT), and Video-On-Demand (VOD) delivery into a unified offering, often centred around upgraded set-top boxes (STBs) that are fully compatible with legacy and IP-based technologies. This hybrid approach ensures they can deliver on-demand convenience without sacrificing the reliability or reach of traditional broadcast infrastructure.
____________________________
Building for the Future
____________________________
Hybrid delivery has quickly become the standard for broadcasters looking to stay competitive. Combining satellite, IP, and cloud allows broadcasters to reach audiences reliably, scale up or down quickly, and adapt to shifts in audience preferences.
Hybrid infrastructures also enable consistent delivery across platforms and geographies while supporting localized content and monetization. In a world where audiences have high expectations and content cycles are short, flexibility and reliability are crucial advantages.
Futureproofing broadcast operations means building systems that can evolve with technology, absorb new formats, and scale as needed—all without starting over each time the industry landscape shifts. Hybrid architectures offer precisely this kind of resilience.
_____________________
What Comes Next
_____________________
The future of broadcasting is not about choosing between satellite, IP, or cloud, but about effectively using them together. Each technology has its strengths: satellite provides unmatched reach and reliability, cloud offers flexibility and scalability, and IP enables interoperability and efficiency.
Around the world, innovative full-service partners such iKO Media Group are at the forefront of this transformation—designing hybrid architectures that are future-proof, agile, and adaptable to evolving audience needs. By combining the reach of satellite, the flexibility of cloud, and the interactivity of IP, they help broadcasters build resilient networks and deliver seamless, engaging experiences.
At IBC 2025 in Amsterdam, iKO Media Group will lead the conversation on how hybrid strategies help broadcasters futureproof their infrastructure, grow audiences, and thrive in an increasingly competitive media environment.
Hybrid broadcasting is no longer just a concept. It is already reshaping how content is delivered, consumed, and monetized worldwide.
Author Francesco Cataldo is the Chairman of iKO Media Group
ikomg.com