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’s innovative cloud-native media supply chain solutions.
“The cable industry is a dead business,” Goman states bluntly. “I think at this point, it’s likely the cable industry knows this as well, but no one’s going to come out and say it.”
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—a 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.
The Environmental Imperative of Media Consumption
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.
“The streaming industry, like most modern sectors, is built on a foundation of complexity,” Goman explains. “The sprawling supply chain and high-tech infrastructures that made global streaming possible are also its greatest barriers to decarbonisation.”
Goman points to the persistence 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’s solutions like FrameDNA™, which uses AI to identify and remove redundant data, companies can significantly reduce their storage needs while cutting emissions. This approach reflects Goman’s vision that sustainability isn’t just an obligation but an opportunity for innovation.
“Leaders in the industry should see sustainability as an opportunity to innovate,” 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%.
The Rise of AI in Content Creation and Distribution
Artificial intelligence is rapidly transforming how media is created, managed, and consumed. For Goman, whose background lies in software development, the integration of AI into media workflows represents a natural evolution that addresses longstanding inefficiencies in the industry.
“The entertainment industry as a whole has historically been resistant to change,” Goman notes. “The next decade presents an opportunity for streaming to shake the stagnation of its predecessors.”
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’s 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.
The Bundling Paradox: History Repeating Itself
Despite the fundamental changes in how content is delivered, some business patterns appear to be cyclical. As the streaming market becomes increasingly saturated, there’s a growing trend toward aggregation of services into digital bundles—reminiscent of the traditional cable model that streaming initially disrupted.
“The only thing that’s happening is a recreation of that original cable model now on streaming, digital streaming, because that’s what the industry knows, that’s what’s worked,” Goman observes. “The industry really depends on some sort of a predictable model where cash is coming in, it’s consistent, they know what to expect.”
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—paying for a mix of desired and undesired content.
“Ultimately, the revenue comes from what we’ve all paid for in the past—the cable bundle,” Goman explains. “This is why, as a customer, you couldn’t simply choose, ‘I just want this channel.’ For a long time, I didn’t grasp this before entering the industry, wondering, ‘Why can’t I select just this one? I don’t want 300 channels I’ll never watch.'”
The Power of Pivoting in a Rapidly Evolving Landscape
Goman’s own entrepreneurial journey illustrates the importance of adaptability in the media technology space. In 2015, he realised that Ateliere’s initial approach as a content streaming business wasn’t 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.
“Operating a digital streaming service was new at the time,” Goman recalls. “Every 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’t see significant success.”
Recognising Ateliere’s 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.
“We kept wasting money with antiquated technology not designed for digital first,” Goman explains. “But we decided to stop throwing money away and build our own tech team and technology.”
This pivot exemplifies the kind of adaptability that media companies need in today’s rapidly evolving landscape. By recognising core competencies and being willing to shift direction, organisations can better position themselves for long-term success.
Interactive Experiences and Immersive Media
As we look beyond traditional streaming, interactive and immersive experiences represent a frontier of media consumption that’s 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’t 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.
The Impact of Blackouts and Industry Disruption
The traditional broadcast model isn’t just declining gradually; it’s 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.
“It’s just been astounding to watch how quickly things moved,” Goman notes. “Content 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’s expected to keep declining.”
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.
A More Sustainable, Personalised Future
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’s 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.
“Historically, the media industry has lagged in innovation,” Goman notes, “but streaming offers the chance to change that narrative, with the potential to lead technological and cultural advancements across industries.”
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’s experiences pivoting Ateliere from a content company to a technology provider offer valuable lessons for navigating the future of media consumption beyond streaming.
