Live sports broadcasters go cloud-first

From CAPEX to OPEX: Cloud-based productions significantly reduce investments in dedicated hardware and on-premises infrastructure. Resources are flexibly scaled according to demand, and costs are primarily usage-based – a decisive advantage especially for seasonal sports with fluctuating production intensity.

Scalability on demand: Cloud-first architectures make it possible to adapt infrastructure to viewer demand within minutes. During major events, capacities can be scaled up at short notice. To ensure reliability and performance, globally distributed clusters with numerous server instances can be utilized.

Personalization creates added value: Cloud infrastructures enable individualized experiences such as selectable camera perspectives, alternative audio feeds, or personalized graphics. Various studies in the sports and media sector show that a significant proportion of fans are willing to pay extra for such premium experiences – a strong potential for new revenue streams.

Remote production: Camera signals are transmitted directly from the sideline via IP networks to central or cloud-based production environments. Only a minimum of equipment and personnel remains on-site, while the majority of production is handled remotely.

Integrated broadcast functions: Modern cloud production environments combine essential broadcast functions – from signal processing through master control and live commentary to playout and multi-platform distribution – in software-defined, automatable workflows. This ensures high flexibility, rapid adaptability, and seamless distribution across linear and digital platforms.

AI as a production partner: Artificial intelligence increasingly takes on tasks in sports production. These include automated highlight creation, scene recognition, subtitling, and semi-automated camera operation. At major sporting events, highlight clips are already being automatically generated with AI, which can accelerate production processes while simultaneously reducing costs.

From concept to live production: Modern cloud-first implementations enable drastically shortened time-to-market. What used to take months can now be realized in just a few weeks from planning to the first live broadcast – a decisive competitive advantage in the fast-paced media world.

Flexible channel structures for maximum reach: Cloud-based sports productions support versatile format and feed options from standard HD to UHD with parallel output channels for satellite, free TV, FAST, or premium OTT platforms. This enables differentiated offering models and opens up new target groups.

Fully cloud-native environments with hybrid options: Successful implementations integrate all essential broadcast functions – from signal processing through master control and live commentary to playout – in a unified cloud environment. If needed, hybrid studio facilities can be seamlessly integrated to combine the best of both worlds: the scalability of the cloud with the reliability of established local production infrastructures.

Minimizing latency: Expectations for live sports are high – viewers immediately notice delays. Low-latency streaming protocols, optimized network paths, edge resources, and decentrally organized cloud infrastructures are crucial for ensuring a high-quality live experience in latency-critical scenarios.

Guaranteeing reliability: With live broadcasts, there is no second chance. Cloud architectures must be planned with multiple redundancies, geographic distribution, automatic failover mechanisms, and clearly defined emergency processes to ensure uninterrupted broadcasting even during disruptions.

Enabling teams: The transition to cloud-based production models requires new competencies in IP, IT, and cloud workflows. Investments in training, change management, and building interdisciplinary teams are just as important as selecting the right technology platforms.

Gaining efficiency: Shifting from capital-intensive infrastructures to flexible, usage-based models enables significant savings while increasing operational agility.

Unlocking revenue streams: Cloud-based productions are the foundation for innovative, personalized viewer experiences for which a relevant portion of fans are willing to pay more – for example, for additional cameras, statistics feeds, or premium OTT offerings.

Accelerating market launch: With cloud-first architectures, new channels, formats, and features can be introduced in a fraction of the time previously required. This is a decisive advantage in a media landscape where offerings and fan expectations are constantly evolving.