In the concluding part of TVBEurope’s article marking the fifth anniversary of the first pandemic lockdown, more figures from across the industry share their insights.
How has the media and entertainment industry changed since the Covid-19 crisis?
Ronen Artman, VP Marketing, LiveU
Live IP-video production underwent a major transformation during Covid, accelerating the transition to remote production workflows. The demand for live streaming, mobile apps and the sharing of live feeds increased significantly as journalists and commentators covered live news, sports and virtual events from home or other locations using mobile devices.
Broadcasters and content creators scrambled to adapt on-site working practices to adhere to strict Covid protocols whilst keeping the industry moving. Live streaming became an essential tool for other virtual events, such as live music, with the minimum number of personnel required on-site with just a camera or cameras and field units with everything else handled back in the studio. In terms of live sports, the pandemic also innovated the “at home” fan experience with IP-based remote production playing a central role.
This evolutionary approach to live production has since become the standard for high profile and other events, opening up new revenue streams, reducing costs and complexity, whilst increasing resilience and flexibility.
Prior to Covid, connectivity was regarded as one of the main expenses and risks of remote production. Advancements in IP bonding technology and 5G changed that by removing the industry’s dependency on expensive and inflexible fibre or satellite delivery. Remote production workflows increased the number of live sporting events and created opportunities for diverse and minority sports to affordably create and deliver high-quality content to fans from anywhere, increasing engagement and revenue. Broadcasters and other content producers can save up to 70 per cent off their costs with the wireless remote production set-up, removing the need for costly SAT/OB trucks, and reducing equipment, travel and accommodation costs. This has also facilitated the move to sustainable live productions. The introduction of AI has further increased the industry’s remote production connectivity capabilities.
Peter Thompson, CEO of LucidLink
Back in early 2020, LucidLink was an emerging player in the cloud storage collaboration category. But cloud-based workflows were still a tough sell in M&E. Then the pandemic hit. Overnight, companies like Viacom, A&E, and Vice were scrambling to keep teams working remotely. They quickly found that traditional storage tools and VPNs couldn’t handle media workflows, and shipping drives was not sustainable.
That’s where LucidLink came in. While others focused on temporary solutions, we provided teams with exactly what they needed – instant, secure access to media files from anywhere, without downloads, delays, or workflow disruptions.
Fast forward five years, and cloud-native workflows have gone from a crisis response to the backbone of M&E production. An industry once hesitant to embrace the cloud, now thrives on its scalability, efficiency, and flexibility. The future of production isn’t just cloud-compatible, it’s cloud-first and we’re excited to be partnering with our customers to lead the way.
Francesco Scartozzi, VP of sales & business development, Matrox Video
The crisis dramatically reshaped the media and entertainment industry, accelerating the adoption of cloud-based live productions. While cloud workflows offered essential continuity, they often compromised broadcast quality. This has sparked a critical debate: in live sports, “good enough” is no longer acceptable. Viewers expect high-quality graphics, replays, and seamless coverage, and advertisers demand premium production value.
The industry’s move towards COTS (Commercial Off-The-Shelf) equipment and cloud infrastructure presents challenges. The cloud’s asynchronous nature conflicts with real-time broadcast needs, raising concerns about latency and redundancy. Maintaining broadcast principles in these environments is paramount.
Budget constraints and increased content demand further complicate matters, requiring cost-effective solutions that uphold high production standards. Matrox Video’s focus on providing this essential media framework is vital for the industry’s future, enabling broadcast-quality cloud production.
Michael Geissler, CEO of Mo-Sys Engineering
Audience behaviour has shifted drastically since the Covid-19 crisis, with soaring viewer expectations for more engaging, high-quality content. That same viewership, who were profoundly dependent on remote conferencing tools during the pandemic, now takes that communication technology for granted. Virtual meetings and live broadcast interviews are frequently interrupted by pets and family members, as the lines between professional and personal life are blurred. This lasting behavioural impact has presented a new opportunity, as businesses across many other sectors are now eager to harness broadcast-quality and advanced immersive technologies to reinvigorate remote work and build stronger, more connected teams. The challenge is to make these advanced broadcast tools and techniques accessible to the corporate market.
Miroslav Jeras, CTO, Pebble
In the late 2010s, broadcast technologies split into two paths: on-premises IP (e.g., ST 2110, NMOS) and virtualised solutions for private and public clouds. Initially, on-prem IP adoption seemed ahead, but Covid-19 accelerated cloud developments due to remote work needs while slowing large on-prem projects. The shift towards the cloud continues, with broadcasters favouring virtualised solutions despite ongoing efforts to standardise technologies and strengthen security.
James Gilbert, SVP sales and marketing, Pixel Power
The fifth anniversary of the beginning of the Covid pandemic is an unsettling and sobering milestone. The pandemic obviously forced us all to embrace remote working in a way that felt very unnatural at the time, but the positive side-effect is that we’re all now comfortable with the idea of sharing content and collaborating with teams regardless of location. That increased level of flexibility has been a welcome change. From a vendor perspective, the pandemic acted as a catalyst that accelerated product roadmaps and forced vendors to put IP and cloud-based workflows at the centre of their plans. Five years on, the content boom that started before the pandemic continues to build, but the industry is feeling the uncertainty that has come with increased fragmentation and shifting revenue models. Agility, flexibility and efficiency have become our new totems.
Yossi Tarablus, associate vice president global marketing at Pixellot
On our end, the industry experienced significant transformation following the Covid-19 pandemic, marking a fundamental shift in consumer expectations and technological adoption. Restrictions on physical attendance at sporting events accelerated the demand for digital viewing solutions, underscoring the critical importance of remote accessibility. For Pixellot specifically, the pandemic emphasised the necessity and versatility of our automated sports video solution at every level of play.
Prior to Covid-19, capturing video coverage for youth leagues, niche sports, and emerging competitions was often considered merely “nice-to-have.” However, the crisis transformed this perspective, rapidly elevating video coverage to a “must-have” feature. Families, friends, and passionate supporters were suddenly unable to physically attend games, leading to increased reliance on remote viewing platforms. This shift drove unprecedented growth in demand for automated, affordable, and scalable video solutions such as Pixellot.
Moving forward, audience expectations have evolved permanently; fans now anticipate immediate, high-quality video access for all levels of sport, creating sustained growth opportunities for automated video platforms. Additionally, integrating stats, analytics and AI-driven highlights enhances viewer experience, further solidifying video solutions as indispensable. The industry’s response to Covid-19 reinforced that once robust video coverage becomes standard, there is no reverting to prior standards.
Tim Willcox Regional VP, UK at PubMatic
UK media consumption has changed significantly since the Covid-19 crisis, with audiences increasingly turning to Connected TV (CTV) platforms for premium, on-demand content. At the recent New Video Frontiers event, I participated in a panel with representatives from Boots and ISBA to discuss the needs of advertisers. We all agreed that while CTV viewership has surged, advertising spend has not kept pace, primarily due to the lack of standardisation. Unlike traditional TV, which benefits from established measurement frameworks like BARB, CTV is fragmented across various platforms and devices, making it difficult for advertisers to track performance and allocate budgets effectively. To unlock CTV’s full potential, the panel emphasised the need for unified measurement standards. Until these challenges are addressed, ad spend in CTV is likely to remain below its true potential, despite shifting audience behaviours.
Lutz Rathmann, CEO managed technology, Riedel Communications
The pandemic has accelerated the adoption of hybrid events, merging in-person and digital experiences. This trend continues, offering flexibility and accessibility for audiences. The industry has largely embraced digital transformations, including live streaming and pay-per-view events which have become more prevalent.
Likewise on the production side of things, remote operations and remote production concepts have become the new standard.
Overall, the live events industry has adapted and evolved, integrating new technologies and formats while experiencing a strong recovery in traditional in-person events. On the downside, dramatically rising personnel and logistics costs as well as the current uncertain global political situation are driving a harsher commercial environment for the supplier landscape and are a threat, especially for mid-sized companies. Despite those challenges, we remain optimistic. The industry’s resilience and innovation promise a bright future, especially as we continue to embrace new opportunities driven by innovation and digital solutions.
Oscar Juste, senior vice president of global sales, Ross Video
The media and entertainment industry has undergone a profound transformation since the crisis, accelerating trends that continue to reshape the landscape today.
First, audience expectations have shifted dramatically. The surge in content consumption during lockdowns established a new benchmark for quality and interactivity. Audiences now demand highly engaging, personalised content, pushing broadcasters and media companies to innovate at an unprecedented pace. The result? A rapid evolution in production workflows, content distribution models, and monetisation strategies.
At the same time, operational efficiency and sustainability have become central priorities. The pandemic accelerated the adoption of remote and cloud-based production technologies, initially as a necessity but now as an industry standard. Broadcasters and content creators are increasingly leveraging virtual production and AI-driven automation to streamline workflows, optimise resources, and meet sustainability goals. These innovations not only enhance efficiency but also reduce costs and carbon footprints.
Second, the use of high-quality, reliable video production technology in corporate environments and stadiums has risen significantly.
Beyond traditional media, the convergence of broadcast and AV has reshaped corporate and live event experiences. The pandemic underscored the importance of professional-grade video production in corporate communications, virtual events, and hybrid workplaces. We have seen an exponential rise in demand for reliable, scalable solutions that empower non-broadcast organisations to deliver high-quality live content. Similarly, sports and entertainment venues have embraced cutting-edge video technology to elevate fan engagement. From immersive LED displays to real-time data integration, stadiums and arenas across Europe are redefining the spectator experience, ensuring every event captivates audiences both in-venue and at home.
As the industry moves forward, these advances are not just temporary adaptations. They represent the foundation of a more agile, innovative, and audience-centric future.
Jason Warner, MD, UK and EMEA at SBS
The advertising industry has undergone significant transformations since the onset of the pandemic. One of the most notable shifts has been the widespread adoption of remote work. This has allowed many individuals to move away from urban centres in search of calmer, greener pastures, thus decentralising the workforce. As a result, we’ve seen a rise in the number of independent agencies and businesses, with professionals taking greater control of their careers. This shift has allowed them to provide clients with a more personalised and flexible service, enhancing the overall client experience.
On the consumer side, the way people consume content has also evolved dramatically. The proliferation of streaming services and the rising popularity of podcasts have transformed traditional media consumption patterns. People are increasingly turning to digital platforms for entertainment and information, leading advertisers to adapt their strategies accordingly. Additionally, the rise of digital out-of-home advertising has provided new avenues for reaching audiences in a more dynamic and engaging manner.
The lasting impact of these changes underscores the importance of adaptability and innovation in the advertising sector, as both professionals and consumers navigate this new landscape.
Jon Finegold, Signiant chief marketing officer
The media and entertainment industry has undergone seismic shifts since the pandemic, reshaping production, distribution, and consumption. Content creation and consumption have evolved, and technology stacks and workflows continue to adapt to these changes. One of the most significant changes has been the explosion of streaming services.
Traditional broadcast models have been upended with content now being delivered to many more platforms than before. This has had a large impact on media operations who now must deliver content that complies with a wide variety of delivery specs and do that on tight timelines often with constrained budgets.
Remote work, accelerated by the pandemic, has also redefined collaboration. With creative teams spread across the globe, cloud technologies now enable seamless communication, allowing projects to progress without physical proximity. This shift not only facilitates faster turnaround times but also democratises access to talent and resources. Remote and hybrid work is here to stay, and studios are leveraging more global talent to help manage costs.
To keep up with the rapid pace of change, companies are adopting new technologies and overhauling outdated workflows. There’s a clear shift towards off-the-shelf SaaS products being deployed over custom-built systems, bespoke deployments and more cloud technology in general. In some cases, AI is being incorporated into workflows to help streamline as well.
While these trends were already in motion, the pandemic accelerated the evolution of the media and entertainment industry, catalysing the growth of streaming, remote work, and cloud technology. Signiant has played a pivotal role in empowering media companies of all sizes with a powerful SaaS platform that streamlines operations and supports the industry’s ever-changing demands.
Scott Kewley, CEO, Techex
The pandemic wasn’t just a disruption—it was an accelerator. It forced businesses to bring forward their plans for cloud-based workflows overnight, triggering a “land rush” that reshaped live production, distribution, and collaboration. But this shift wasn’t temporary, it set the foundation for a new, more agile industry.
Massive consolidation, through mergers involving giants like Discovery, WarnerMedia, MGM Studios and Amazon has intensified competition and driven an aggressive push towards cloud scalability. Meanwhile, audience expectations have only increased. Today’s consumers demand premium content, delivered instantly across a fragmented landscape of platforms, each with its own editorial style and technical requirements. The result? Relentless pressure to do more with less: more content, more formats, more engagement, all from the same source material.
Did Covid create the industry we see today? In many ways, yes. But what exists now is a sharper, more sophisticated version—one shaped just as much by technological advancements as by evolving consumer habits.
On the technical front, software and hybrid-cloud infrastructure are becoming the new backbone of live production. The industry has moved beyond the “public cloud vs. private cloud” debate. Broadcasters now strategically balance on-premise assets with cloud-based systems and remote collaboration.
At the heart of this shift is the fusion of engineering and audience experience. Production is no longer just about speed and quality; it’s about adaptability, interactivity, and operational efficiency. Success hinges on the agility to embrace new technology, respond to shifting audience behaviours, and future-proof content delivery across every platform.
From our perspective, one thing hasn’t changed: the need to reliably move high-quality video. In fact, there’s likely more live video in motion today than ever before. The winners are those embracing the flexibility that software brings by re-skilling their teams with a focus on DevOps and making sure that today’s infrastructure, wherever it may be, can quickly change however the business, viewers or world events dictate.
Andy Shenkler, CEO, TMT Insights
The Covid-19 pandemic indelibly transformed the media and entertainment industry, reshaping how content is created, distributed, and consumed. As the world faced lockdowns and social distancing, the industry quickly pivoted, embracing new technologies and strategies to stay relevant and engage audiences.
One of the biggest changes was the exponential growth of streaming services, as consumers turned to the vast array of digital platforms for entertainment. Companies like Netflix, Amazon Prime, Disney+, and Hulu witnessed unprecedented subscriber growth. This shift highlighted the increasing preference for on-demand content and spurred the launch of new streaming platforms, fuelling the highly competitive “Streaming Wars.”
Pandemic delays forced the industry to innovate, with remote production techniques, virtual sets, and the use of experimental techniques enabling content creation despite physical constraints. Once slow to adopt new technologies, there is now a greater willingness to experiment and challenge the status quo.
This is best seen in the rush to leverage Artificial Intelligence across production, distribution and monetisation. Where new technologies were often seen as costly with little return, businesses are demanding faster adoption of bleeding edge solutions, sometimes without clear ROI. A fear of not being first to market with cost-cutting, market-expanding solutions to entice consumers became a fast-follow outcome.
It’s not just the way content is produced or distributed; those years have fundamentally altered consumer behaviour, leading to a marked increase in screen time and digital media consumption. Audiences have become more selective and demand higher-quality content, pushing creators to elevate quality, which in turn increases costs.
The cancellation of live events dealt a severe blow to the entertainment sector but led to the rise of virtual events and connected performances. Fan engagement has never been higher with interactive experiences, allowing performers to maintain a tightly coupled connection with their fans.
As the world reopened, hybrid models combining in-person and virtual experiences gained traction, offering both physical and online streaming options to reach a broader audience. The Covid-19 crisis has undeniably reshaped the media industry, demonstrating its willingness and its ability to adapt, grow and reach the widest audience. As the industry continues to adjust, it is clear that the combined experiences everyone had during the pandemic will have an enduring impact for years to come.
The Voiceover Gallery’s head of Audio, Joe Lewis
The rise in people working from home has been the most noticeable outcome of the Covid crisis. Nonetheless, I think the changes in workplace culture that have occurred as a result are less obvious. For example, offers of hybrid work appear to be almost expected from certain people and in many circumstances, this is something we will not offer. At The Voiceover Gallery, we have worked very hard on our security and compliance and, although there are ways to implement secure work-from-home processes, for some roles we are reluctant to allow it. This is predominantly applicable to audio engineers or anybody involved in asset transfer and content creation.
It is worth noting that conversely, one of the big wins post-Covid is the ability for us to work with in-market voices, with software such as Source Connect, Session Link and CleanFeed. However, to be clear we only permit this on projects that are not classified as high security and insist (much to the chagrin of some of our voices!) that if you can get to our London or Manchester studios within one hour, we prefer you to come on-site. That aside, I also think it is important that our engineers can chat about workflows, exchange ideas and solve technical issues in real time.
I think from the perspective of a creative I also have my frustrations. I think there are jobs that people can do from home but creative services are about collaboration. I do not believe that creative collaborations are more productive when people are on Teams calls or Zoom. We see it first hand: sessions where all stakeholders are present in the room are more efficient and collaborative. More importantly, briefs are assimilated quickly and the exchanges of ideas seem more coherent. Nonetheless, I see the benefit, in some circumstances, of having a collaborative environment that is more global.
Dale Robinson, creative producer, Treehouse Republic
Pre-Covid, animation studios were mainly physical offices. However, the pandemic forced a rapid shift to remote work, and the industry quickly adopted a cloud-based approach, allowing teams to work remotely. This has led to a more global workforce, expanding talent pools with artists and animators working from different corners of the world. Currently, most studios work off a hybrid model of in-house and remote creatives.
There has also been a positive shift in awareness of mental health. With everyone working from home, producers needed to be more aware of their employees’ mental health and address burnout, offering a better work-life balance. Governmental mental health initiatives helped to champion this, and flexible work arrangements have become more common.
The spike in streaming content also changed the landscape of animation, with the streaming giants commissioning more and more content, it increased the production of series and movies across all age ranges, toppling traditional media pipelines. When this bubble burst, it left the industry with little recourse, and production companies that had ballooned to accommodate it started to fold. What’s left is an atmosphere of doubt, with very little getting commissioned, although now there seems to be light at the end of the tunnel and there’s an optimism in the industry that was lacking the last few years.
Duncan Beattie, market development manager, Tuxera
When the pandemic hit, we experienced a fascinating paradox: while consumption of media skyrocketed with audiences confined at home, production faced unprecedented challenges. This created immediate pressure on the entire content pipeline – from creation to delivery – forcing rapid innovation in how we work.
The most dramatic shift was toward remote workflows. Productions that traditionally required teams working in close physical proximity suddenly needed to function with distributed staff. This accelerated the adoption of technologies that enabled seamless collaboration across different locations. What might have taken years to implement became necessary almost overnight.
The infrastructure supporting these new workflows had to evolve quickly. Storage solutions needed to accommodate both on-premises requirements and cloud-based access, with content flowing between multiple geographic locations. This placed enormous demands on file-sharing technologies and network performance, particularly when handling high-resolution media.
Even five years after the pandemic began, these changes continue to evolve rather than reverting to pre-pandemic norms. Many production companies have adopted hybrid approaches, combining the best elements of remote and on-site work. Technologies that were implemented as emergency measures have been refined into permanent solutions that offer greater flexibility and efficiency.
The pandemic also accelerated investment in virtual production techniques. LED volume stages, which were gaining attention with productions like The Mandalorian saw increased adoption as they reduced the need for location shoots and large crews – addressing both safety concerns and budget constraints.
These technological shifts have permanently altered how we approach content creation. Companies now routinely consider geographic distribution of talent as part of their production planning. The ability to access, edit, and share high-resolution content securely across diverse locations has become essential rather than optional.
At Tuxera, we’ve observed these industry changes firsthand through our work with media organisations. The demand for high-performance file access solutions that can operate seamlessly across diverse environments – on-premises, containerised, or in the cloud – has grown substantially as the industry adapts to this new reality.
Looking ahead, I believe we’ll continue to see strategic partnerships between established media companies and innovative technology providers as the industry builds more robust and flexible production infrastructures for this new era.
Lelde Ardava, COO, Veset
The adoption of remote production and cloud-based workflows has certainly been accelerated as a result of the Covid-19 crisis, and we’ve seen how technologies such as cloud playout, editing and asset management have become essential for teams working remotely and for businesses to ensure continuity without having to rely on on-premise infrastructure.
The consumer landscape has also altered quite dramatically, with an explosion of streaming and OTT platforms to meet the increased appetite of audiences to consume content at any time from anywhere. Consumers now expect on-demand access, personalised content and a seamless multi-device experience.
Whether a legacy of Covid-19, the industry faces unprecedented challenges for efficiency and cost savings, which in turn has seen the migratory shift to increased use of more cloud-based tools to help combat tighter budgets and unpredictable revenue.
Atika Boulgaz, EVP global communication, Viaccess-Orca
The pandemic has changed not just how content is created and distributed, but also how businesses adapt to a more fragmented, fast-evolving market — one that demands flexibility, resilience, and innovation.
As content consumption surged across platforms, media organisations had to optimise workflows, improve agility, and enhance personalisation to meet evolving viewer expectations. This shift also accelerated digital transformation, cloud adoption, and AI-driven efficiencies.
Today, cost efficiency and revenue maximisation are at the forefront of industry challenges. Operators and content providers are prioritising streamlined operations, scalable cloud solutions, and data-driven decision-making to remain competitive.
Aviran Edery, SVP and GM, marketplace at Verve
The shift from traditional digital advertising to Connected TV (CTV) is accelerating rapidly, reshaping how brands engage consumers. During the pandemic, consumer behaviour dramatically pivoted towards digital platforms, resulting in unprecedented growth in mobile video and streaming content consumption. This trend has now clearly translated into a robust shift in advertiser investment, with budgets increasingly flowing from traditional digital channels toward Connected TV (CTV).
Across the industry, we’ve observed firsthand this migration of media spend as brands seek more engaging, targeted, and measurable results. Mobile and video advertising remain strong, but CTV, combined with cross-channel integration and first-party ID-less addressability, offers the perfect blend of reach, contextual relevance, and effectiveness, making it the natural evolution of digital video strategies post-pandemic.
As we navigate 2025, brands that prioritise agile, data-driven strategies—and fully embrace this shift toward CTV and cross-channel platforms—will unlock substantial competitive advantages, particularly in capturing attention from audiences increasingly fragmented across multiple screens and platforms.
Yoann Hinard, COO at Witbe
Over the past five years, the media and entertainment industry has undergone a seismic transformation, partially—or even mostly—due to the Covid-19 crisis. What was once an exceptional surge in viewership during the pandemic has now become the norm, with audiences expecting seamless, high-quality streaming experiences. This has driven platforms to diversify their offerings, from premium subscriptions to ad-supported tiers, to combat frequent churn.
At the height of the pandemic, remote work became the default for many, accelerating the development of new tools and workflows. Now, while most teams are back in the office, these advancements have enabled seamless collaboration across multiple locations. Virtual Network Operations Centres (NOCs) ensure remote real-time monitoring and troubleshooting across globally distributed teams, allowing operations teams to put an issue in front of the right person and fast-track troubleshooting. Meanwhile, infrastructure demands have skyrocketed, making automation and AI-driven monitoring essential for maintaining service reliability.
In short, Covid-19 reshaped the industry, not just in how content is consumed but also in how it is produced and maintained.
Kris Alexander, VP of product and industry marketing at Zixi
The pandemic forced the media and entertainment industry to rapidly adopt remote and cloud-based workflows. Before the crisis, most relied on high-bandwidth, on-premise systems, but shutdowns made traditional methods unsustainable. Transitioning posed challenges, particularly in video transport, latency, and real-time collaboration, as existing infrastructure wasn’t optimised for remote workflows.
Despite hurdles, the shift accelerated innovation. Broadcasters embraced cloud and IP-based solutions once deemed impractical, driving advancements in reliability, security, and efficiency. Vendors improved cloud offerings, enhancing bandwidth efficiency and remote collaboration. Hybrid workflows became a long-term strategy rather than a temporary fix.
Changing consumer habits, including increased streaming and multi-platform viewing, reinforced this transformation. IP-based production and distribution have since become industry standards, enabling more agile and scalable operations. Technologies like Zixi have been pivotal, ensuring reliable, low-latency video transport. The pandemic ultimately catalysed a lasting shift in media workflows.
