Streaming is now the default way billions of people around the world access entertainment, replacing cable TV and physical media with an endless buffet of on-demand content. As global OTT video subscriptions head toward an estimated 2 billion by 2028, the industry faces significant challenges alongside its explosive growth. The media landscape has undergone a seismic shift; one that Dan Goman, founder and CEO of Ateliere Creative Technologies, has not only witnessed but helped shape through his company鈥檚 innovative cloud-native media supply chain solutions.
鈥淭he cable industry is a dead business,鈥� Goman states bluntly. 鈥淚 think at this point, it鈥檚 likely the cable industry knows this as well, but no one鈥檚 going to come out and say it.鈥�
A decade ago, six cable networks each boasted over two million viewers during primetime. By 2023, Nielsen data revealed just three cable networks managed to maintain an average audience of over one million viewers鈥攁 steep decline from the five networks that achieved this in 2022, and a far cry from the 19 networks that did so in 2013. This dramatic shift illustrates how thoroughly streaming has transformed media consumption habits.
As we look beyond the current streaming paradigm, several emerging technologies and trends are poised to reshape how we consume media in the coming years.
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The Environmental Imperative of Media Consumption
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While the convenience of streaming has revolutionised entertainment, it comes with a significant environmental cost. Streaming is responsible for approximately 3-4% of the global carbon footprint, comparable to the aviation industry. Behind every instant stream lies a network of energy-intensive processes powering its seamless experience.
鈥淭he streaming industry, like most modern sectors, is built on a foundation of complexity,鈥� Goman explains. 鈥淭he sprawling supply chain and high-tech infrastructures that made global streaming possible are also its greatest barriers to decarbonisation.鈥�
of operational silos as one of the biggest obstacles to sustainability. Media workflows are often fragmented, with production, post-production, distribution, and storage managed by different teams using disparate systems. This fragmentation not only slows operations but also makes it nearly impossible to track energy use and emissions comprehensively.
Through Ateliere鈥檚 solutions like FrameDNA鈩�, which uses AI to identify and remove redundant data, companies can significantly reduce their storage needs while cutting emissions. This approach reflects Goman鈥檚 vision that sustainability isn鈥檛 just an obligation but an opportunity for innovation.
鈥淟eaders in the industry should see sustainability as an opportunity to innovate,鈥� Goman emphasises. Cloud-native solutions offer a powerful tool to improve workflow management while minimising environmental impact, potentially reducing cloud storage costs by as much as 90%.
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The Rise of AI in Content Creation and Distribution
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Artificial intelligence is rapidly transforming how media is created, managed, and consumed. For Goman, , the integration of AI into media workflows represents a natural evolution that addresses longstanding inefficiencies in the industry.
鈥淭he entertainment industry as a whole has historically been resistant to change,鈥� Goman notes. 鈥淭he next decade presents an opportunity for streaming to shake the stagnation of its predecessors.鈥�
AI-driven technologies are already revolutionising content localisation by automating translation, dubbing, and subtitling processes. This not only reduces costs but also dramatically accelerates the pace at which content can be distributed globally. As AI continues to advance, we can expect even more sophisticated applications that enhance personalisation, optimise content delivery, and improve overall user experience.
Ateliere鈥檚 approach exemplifies this integration of AI into media workflows. Their platform uses machine learning algorithms to streamline operations, reduce redundancies, and enhance efficiency throughout the media supply chain. This approach not only improves operational performance but also contributes to environmental sustainability by minimising unnecessary resource consumption.
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The Bundling Paradox: History Repeating Itself
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Despite the fundamental changes in how content is delivered, some business patterns appear to be cyclical. As the streaming market becomes increasingly saturated, there鈥檚 a growing trend toward aggregation of services into digital bundles鈥攔eminiscent of the traditional cable model that streaming initially disrupted.
鈥淭he only thing that鈥檚 happening is a recreation of that original cable model now on streaming, digital streaming, because that鈥檚 what the industry knows, that鈥檚 what鈥檚 worked,鈥� Goman observes. 鈥淭he industry really depends on some sort of a predictable model where cash is coming in, it鈥檚 consistent, they know what to expect.鈥�
This evolution creates a paradox for consumers who originally cut the cord to escape bundled packages and gain more control over their content choices. Now, they may find themselves navigating packages of streaming services, potentially facing similar dilemmas as before鈥攑aying for a mix of desired and undesired content.
鈥淯ltimately, the revenue comes from what we鈥檝e all paid for in the past鈥攖he cable bundle,鈥� Goman explains. 鈥淭his is why, as a customer, you couldn鈥檛 simply choose, 鈥業 just want this channel.鈥� For a long time, I didn鈥檛 grasp this before entering the industry, wondering, 鈥榃hy can鈥檛 I select just this one? I don鈥檛 want 300 channels I鈥檒l never watch.'鈥�
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The Power of Pivoting in a Rapidly Evolving Landscape
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Goman鈥檚 own entrepreneurial journey illustrates the importance of adaptability in the media technology space. In 2015, he realised that Ateliere鈥檚 initial approach as a content streaming business wasn鈥檛 working. The company faced high operational costs and technological challenges, making it clear that traditional content solutions relying on outdated legacy systems were inadequate for digital streaming.
鈥淥perating a digital streaming service was new at the time,鈥� Goman recalls. 鈥淓very content company was struggling with the lack of robust streaming technology solutions. Operating a streaming content service is very capital intensive, and our initial venture didn鈥檛 see significant success.鈥�
Recognising Ateliere鈥檚 strength in technology development, Goman pivoted the company to focus on building a proprietary technology platform to better manage and deliver content. This strategic reorientation positioned Ateliere as a leader in digital streaming technology, offering solutions that improved the efficiency and scalability of digital media operations.
鈥淲e kept wasting money with antiquated technology not designed for digital first,鈥� Goman explains. 鈥淏ut we decided to stop throwing money away and build our own tech team and technology.鈥�
This pivot exemplifies the kind of adaptability that media companies need in today鈥檚 rapidly evolving landscape. By recognising core competencies and being willing to shift direction, organisations can better position themselves for long-term success.
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Interactive Experiences and Immersive Media
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As we look beyond traditional streaming, interactive and immersive experiences represent a frontier of media consumption that鈥檚 just beginning to be explored. Virtual and augmented reality technologies are expanding from gaming into broader media applications, offering new ways for audiences to engage with content.
While Goman hasn鈥檛 specifically addressed VR and AR in his public comments, his focus on cloud-native infrastructure and technological innovation creates the foundation necessary for these immersive experiences. The technological backbone provided by companies like Ateliere enables the real-time processing and delivery required for interactive media.
These technologies have the potential to transform storytelling from a passive experience into an active one, where viewers become participants in the narrative. As these technologies mature and become more accessible, they will likely form an increasingly important part of the media consumption landscape.
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The Impact of Blackouts and Industry Disruption
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The traditional broadcast model isn鈥檛 just declining gradually; it鈥檚 experiencing acute disruptions that accelerate its obsolescence. Retransmission fee disputes between broadcasters and distributors have led to an increasing number of blackouts, further eroding consumer confidence in traditional cable services.
鈥淚t鈥檚 just been astounding to watch how quickly things moved,鈥� Goman notes. 鈥淐ontent owners are still asking for the same high fees from cable operators, as they did during the peak times when these operators had millions of subscribers. However, the number of subscribers has drastically decreased, moving from millions to tens of thousands, and it鈥檚 expected to keep declining.鈥�
Since 2020, there have been 83 television blackouts across the country, with some persisting for months and even years. This volatility creates openings for streaming platforms to capture more of the market, particularly as specialised content like sports, traditionally a stronghold of broadcast TV, increasingly moves to streaming services.
Goman emphasises that the impending decline of cable is not just a consequence but a fundamental shift driven by the convenience, flexibility, and diverse content offerings provided by streaming platforms. Trust, a key component in the viewer-provider relationship, is now being rebuilt in the streaming realm, where blackouts are less prevalent and pricing models tend to be more transparent.
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A More Sustainable, Personalised Future
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As we move beyond traditional streaming models, the integration of emerging technologies will not only enhance user experiences but also redefine the business models of media companies. Dan Goman鈥檚 insights into this evolution, shaped by his experience pivoting his own company and developing innovative solutions for the media supply chain, provide a valuable perspective on where the industry is heading.
The future of media consumption will likely be characterised by greater personalisation, interactive experiences and hopefully more sustainable operations. Cloud-native solutions, AI implementation, and a focus on reducing environmental impact will be crucial components of this transformation.
鈥淗istorically, the media industry has lagged in innovation,鈥� Goman notes, 鈥渂ut streaming offers the chance to change that narrative, with the potential to lead technological and cultural advancements across industries.鈥�
As the industry continues to evolve, the companies that succeed will be those that can adapt to changing consumer preferences, embrace new technologies, and find sustainable business models that deliver value to both consumers and stakeholders. In this rapidly shifting landscape, Goman鈥檚 experiences pivoting Ateliere from a content company to a technology provider offer valuable lessons for navigating the future of media consumption beyond streaming.
