In adopting the cloud, broadcasters open the door to new opportunities for monetising content.
In 2018, MENA cloud adoption was in its early stages. But by 2024, barriers had diminished thanks to the entry of hyperscale cloud service providers (CSPs) and the establishment of data centres across multiple countries. Governments have initiated digital transformation efforts such as the UAE’s Smart Dubai, Saudi Arabia’s Neom and Bahrain’s Cloud First policy. Likewise, collaborations between telcos, broadcasters and CSPs have eased the shift to cloud platforms, with robust investment expected to drive IT spending in MENA above $180 billion in 2024.
During that early adoption period, we invited regional executives to a roundtable discussion to explore cloud adoption’s opportunities and challenges. Participants agreed on the necessity of cloud adoption for broadcasting’s future due to scalability, flexibility and adaptability to evolving consumer demands and technology. However, concerns about job losses, security and declining linear TV viewership persisted, revealing the need for technology suppliers to better support the transition to cloud-based operations. Ultimately, with ongoing education and increasing implementation, broadcasters began to realise the benefits of cloud adoption.
Cloud adoption in MENA has made a significant impact on audience reach and quality of experience, as well as broadcaster ROI. Cloud infrastructure supplied by major CSPs has enabled effective scaling of services, allowing broadcasters to address a broader audience while improving service availability and reliability.
Cloud and edge computing have played a crucial role in enhancing QoE and audience engagement. Using these technologies to decentralise data processing, reduce latency and eliminate bandwidth constraints, broadcasters have been able to improve content delivery speeds. This capability has proved particularly beneficial for streaming services, which rely on fast and reliable data processing to maintain high QoE standards.
While cloud adoption continues across the MENA broadcast market, concerns about potential disruptive breaches and inadequate cloud security measures persist. A December 2023 survey by Illumio indicated that 70% of Middle East organisations – higher than the global average – believe their cloud security is lacking and could not stop an attack. Many organisations in the region run high-value applications and store sensitive data in the cloud, a fact that heightens those concerns.
To address this reluctance, businesses and government leaders can prioritise cybersecurity when choosing a cloud provider. Additionally, the deployment of multi-cloud infrastructures can support regional regulations and business mandates, which help alleviate concerns over data sovereignty and compliance while introducing greater resilience and reliability.
The impact of cloud adoption on jobs is a concern, but it also presents opportunities for boosting operational efficiency and upskilling existing teams. Along with internal training programmes, reskilling programmes implemented by cloud service providers and governments are helping to equip professionals with the necessary skills for managing and securing cloud environments, ensuring workforce relevance in the digital transformation era.
In adopting the cloud, broadcasters open the door to new opportunities for monetising content. While linear TV viewership has declined, broadcasters can implement cloud infrastructure to support the launch of FAST services. Expanding on conventional business models, they can capitalise on the familiarity of traditional TV while offering the accessibility and convenience of streaming. Specifically, FAST provides a strategy to engage audiences through curated linear viewing experiences while leveraging cloud technology for monetisation opportunities. Personalised content curation and flexible monetisation models can further enhance revenue streams and viewer engagement in this evolving media environment.
