Live Streaming Demands Surge: Tata Reveals Market Shift

The demand for broadcast-quality live streaming in corporate communications has reached a tipping point, with organisations opting for more professional video solutions.

Research from Tata Communications Media reveals that 86% of enterprises are now requiring corporate live-streamed events to exceed the quality of standard online meeting platforms. The company’s study, which surveyed 300 US and UK firms across multiple sectors, indicates companies would rather cancel events than deliver sub-par streaming quality.

"Our research underscores that the stakes are high for enterprises looking to leverage video to communicate effectively with stakeholders," comments Dhaval Ponda, Vice President and Global Media Head at Tata Communications.

The shift in the market comes as stakeholder and customer expectations continue to evolve beyond accepting basic video conferencing tools for corporate communications. Specifically, according to Tata, nearly nine in 10 organisations report their audiences now expect broadcast-standard quality for product launches, earnings calls and customer conferences.

Technology drives enterprise streaming adoption

The research by Tata, The Rise and Rise of Video and Live Streaming in the Enterprise, reveals significant investment in streaming infrastructure across sectors. Notably, financial services firms lead in adopting video solutions, which is closely followed by healthcare and manufacturing organisations.

Enterprises are continuing to deploy specialist video delivery networks by investing in professional-grade cameras and exploring cloud-based production tools. As a result, this infrastructure can enable organisations to maintain consistent quality across global audiences, whilst addressing previous concerns about the stability of video streams.

Such a significant emphasis on quality in recent months has pushed more businesses to evaluate their technology stack. Consumer platforms like Zoom and Microsoft Teams, which were widely adopted during the COVID-19 pandemic, are no longer meeting user expectations for formal corporate communications, the report from Tata says.

The research identifies a clear divide between in-house and external production capabilities. While 43% of organisations manage video production internally, those partnering with professional agencies achieve higher quality results. 

Significantly, external providers deliver broadcast-standard output for 60% of their clients, compared to 36% for internal teams. This gap in quality has driven 84% of enterprises to seek streaming partners with established broadcast expertise.

"The findings reveal just how crucial video and live streaming are to the future of enterprise communication," notes Dhaval. "The data shows a clear shift towards increased investment in the production and delivery of video content that meets the very highest professional standards." 

Companies that are engaging external video providers are gaining access to broadcast-specific technologies, which includes cloud production platforms, low-latency distribution networks and 5G-enabled remote production capabilities. 

These tools are able to offer consistent delivery of high-definition stable streams that match traditional broadcast standards.

Streaming users unwilling to compromise on quality

Video streaming has evolved from a convenience to a strategic communications channel, with Tata research highlighting a desire for specific technical requirements. 

Enterprises are currently demanding broadcast-grade redundancy for mission-critical communications and studio-quality audio-visual production for customer-facing content.

The research also reports increasing demand for its own media services division. Aiming to empower its customers and diverse audiences, Tata Communications Media supports an evolution towards higher-quality streaming. It offers solutions like cloud production and delivery, low-latency IP video distribution, 5G-aided remote live streaming set-ups and other media services to help deliver compelling video content.

"Companies recognise that broadcast-quality video enhances credibility and enables more impactful engagement with key audiences," says Dhaval.

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