The challenge for broadcasters, media and internet companies, and other content providers is to deliver a seamless consumer experience even as consumption of video, OTT, web, social and other online content grows at an exponential rate. Cisco predicts that, by 2022, online video traffic will quadruple and account for 82% of global IP traffic.
But the internet wasn’t designed to transmit video or to bear anything like the weight of traffic that travels over it today. Nor was it designed to carry all that traffic over the long distances that today’s increasingly global consumption model demands.
Consumers, however, aren’t interested in excuses. They just want a great experience. And if they don’t get it from you, they’ll go elsewhere — creating an increasingly competitive operating environment for content providers.