The rapidly changing landscape of consumer video consumption
Online video consumption has been increasing tremendously with a rapid change in consumer expectations to have a seamless viewing experience across various digital devices. To capture this growing demand, it is critical for DSPs to deliver fast-track rollout of NextGen media services.
However, DSPs are facing major challenges in orchestrating and managing rollouts of innovative features, converged live TV and curated media services within a short span of time. This complexity further increases when DSPs need to cater to multiple geographies.
Unlike OTT players, DSPs have been limited with extremely long development and rollout timelines for new services and oﬀerings. Primarily because of the enormous amount of vendor-speciﬁc hardware and software applications that do not support rapid changes.
An eﬀective continuous integration and continuous deployment (CI/CD) approach enable DSPs to achieve same innovative services and delivery agility that OTT providers are oﬀering to stay competitive. This insight talks about different enablers that will help DSPs in adopting an effective CI/CD setup for faster rollout of NextGen media services. Implementing these enablers would further ensure high-quality, right first time and consistent right delivery of media services across multiple geographies and drastically cut down on the product’s time to market.
- Lakshmiprasad A
- Vijay Ramachandran
- Sumit Thakur
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