IABM publishes Cloud Adoption Trends report

IABM publishes Cloud Adoption Trends report

 “Unstoppable move to cloud across every segment of the BaM Content Chain®”

IABM today published the latest iteration of its Cloud Adoption Trends report – from a portfolio of regular technology updates covering key technology/business areas produced by IABM’s Business Intelligence Unit. The full report, sponsored by Net Insight, is available to IABM member companies; what follows is a summary of its key conclusions. 

The top-level finding is that cloud adoption has accelerated significantly over the last six months – partly as a result of a continuing trend but noticeably accelerated due to the coronavirus pandemic and lockdown; 45% of respondents have already adopted Cloud compared with 39% a year ago – and the survey data was obtained early in the coronavirus pandemic. 

The acceleration of cloud adoption was notable in all segments the BaM Content Chain® - which can also be clearly seen in IABM’s Coronavirus Impact Tracker – with the Manage and Publish segments leading the way with 43% and 39% respectively in a drive for efficiencies which can realize widespread savings throughout the content chain. 

Other highlights of the IABM Cloud Adoption Trends report include:

Tapping of cloud’s potential for improved efficiency in Create and Produce by improving collaboration and decreasing time to market

A move towards ‘pay-as-you-go’ solutions in the cloud in Manage for payment flexibility and increased collaboration

Growth in hybrid cloud models enabled by cloud providers offering solutions for the transfer of large video files

Increased use of AI, which often leverages cloud providers’ capabilities

Shift from IaaS to CaaS as the use of containers and microservices grows

“The Covid-19 crisis has re-shaped the media ecosystem,” said Per Lindgren, CTO at Net Insight. “In line with the findings of the IABM Cloud Adoption Trends Report, we´ve seen numerous companies ramping up to cloud to gain more autonomy and elasticity while optimizing their costs. In this context, open, interoperable and secure cloud and IP solutions are needed and are helping media companies to create profound and durable changes in the way they produce and distribute content.” 

“The report is built on feedback from end-user broadcast and media companies and gives a clear indication of the unstoppable move to cloud across every segment of the BaM Content Chain®,” said IABM Head of Insight and Analysis, Lorenzo Zanni. “This shift has been accelerated by the coronavirus pandemic: cloud has rapidly moved from being seen as ‘too risky’ by some organizations to becoming the natural way to mitigate the effects of mandatory remote working. I don’t expect a return to the ‘old ways’ in the future as these companies are clearly beginning to reap the long-term benefits the cloud can bring.”

About IABM

IABM (www.theiabm.org) is the international trade association for suppliers of broadcast and media technology. IABM facilitates the important networking and interaction between suppliers that shape and define the unique ecosystem of the broadcast and media technology industry.

IABM supports member companies with a comprehensive range of services across market intelligence, training, technology, exhibitions and best practices – all designed to help them do better business. We hold the interests of member companies as paramount, and strive to provide strong guidance and support at every level in all geographies.

We understand that in today’s rapidly changing media landscape, our members have never had a greater need for timely, relevant and effective advice and support. IABM’s mission is to be an ever more powerful beacon that is highly responsive to all our members’ needs in a timely fashion, helping them to prosper and navigate change successfully


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 “Unstoppable move to cloud across every segment of the BaM Content Chain®”

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