A Signiant Perspective on the Broadcast Industry

As 2024 draws to a close, we spoke with Taylor Riese, Signiant Vice President of Strategic Sales, about the evolving landscape of the broadcast industry.  

Taylor sheds light on the significant challenges traditional broadcasters face, including the decline of conventional revenue streams and the pressing need for adaptation.  

Taylor explores trends such as the globalization of content production, the use of AI in the media supply chain, and the unique dynamics within the EMEA region. This interview offers a comprehensive look at how the broadcast industry navigates a year of profound change and prepares for the future.  

Signiant: What is the overarching theme you heard from broadcasters in 2024?  

Taylor: The traditional over-the-air and cable broadcast industry is facing a significant decline. Traditional advertising revenue streams from cable and over-the-air broadcasting are shrinking. Live television, especially in its traditional form, is on the decline.  In the U.S., cable companies are facing significant headwinds. Business as usual is no longer sustainable for our major customers. 

Signiant: How, then, are broadcasters pivoting? 

Taylor: Major broadcasters are acknowledging this shift. While live television is declining, sports remain a stronghold because nothing replaces the live experience. Broadcasters are doubling down on sports content. We’ve seen increased content creation and distribution during major events like the Olympics and the Euros. At Signiant, the average number of files customers sent went up 132% from 2023 to 2024. Sports rights are still extremely valuable and can set broadcasters apart. 

Also, many are leaning into technical solutions like Signiant to become more efficient and do more with less. They’re exploring ways to derive value quickly with a lower total cost of ownership, often favoring an OpEx model. Products that offer immediate value and efficiency are becoming essential. 

Signiant: With the content creation recession and the strikes, has there been a change in buying behavior and procurement? 

Taylor: Budgets are being scrutinized more than ever. Procurement teams and their influence has increased significantly — I’ve been interacting with procurement teams more frequently, where it used to be the primary stakeholders.  

Broadcasters are making collective decisions to standardize and consolidate their purchasing, forming consortiums or federations to leverage buying power and improve efficiency.  

In Europe especially, many prominent broadcasters are publicly funded entities. They take their public charter very seriously, adding a layer of responsibility to their decision-making. Making the right vendor choices is crucial because poorly spent funds directly affect the public. We’re seeing regional broadcasters form consortiums to make collective purchasing decisions, enhancing efficiency and leveraging buying power. 

Signiant: How does that translate into technical solutions? 

Taylor: There’s a concerted effort toward standardization in the industry, especially with the move to the cloud. To keep ownership costs down, customers are focusing on sending content correctly and efficiently. The Signiant Platform helps ensure content is delivered or ingested correctly the first time.  

Like content consumption, content production is becoming increasingly global. New hotspots are emerging worldwide, and production is spreading across various countries. This globalization offers several benefits: backups in case of local disruptions, increased productivity by operating across different time zones, and cost savings by accessing the best talent at lower costs. With solutions like Signiant, delivering content to those who need it becomes seamless, enabling work from anywhere. 

Signiant: Where do you see 2025 going? 

Taylor: We’ve witnessed cycles of company consolidations and fragmentations before. There will always be room for successful broadcasters and studios delivering content people want to see.  

The most important thing for them in 2025 and beyond is to recognize and address the challenges directly rather than ignore them. Those who understand that new audiences aren’t coming under old models and adapt accordingly will succeed. 

Broadcasters need to define the new customer base they want to attract and reach out to them where they are. Younger audiences aren’t tuning into traditional channels, so finding innovative ways to engage them rather than expecting them to come to you is crucial. 

This interview has been edited for clarity and brevity.