In the competitive telecommunications landscape, offering excellent TV services is essential. However, Tier 2 and Tier 3 telcos and ISPs often find entering the TV service sector daunting due to a combination of limited infrastructure, technical expertise, and capital.
Building a robust TV platform requires significant investment in technology, continuous content management, and the agility to adapt to rapidly changing consumer preferences. For many, the cost-benefit analysis doesn’t add up, resulting in companies too often launching subpar TV services or none at all.
Studies show that households with bundled TV and internet services have significantly higher retention rates than those with standalone services. A recent Deloitte report showed that 40% of consumers are more likely to stay with their current provider if satisfied with their TV service. For smaller telcos and ISPs, failing to meet these expectations can result in losing competitive edge, revenue and even customers in a saturated market.
Fragmentation in the pay-TV market (Europe alone hosts over 200 pay-TV providers, most with fewer than 500,000 subscribers) is evident, especially compared to vast markets in APAC and North America.
Limitations in scalability, often involving extensive on-premise integration and significant in-house resources, has become common.
By moving to a TV-as-a-service (TVaaS) model, telcos and ISPs can enter the TV market without the usual headaches. Through outsourcing, offering soft, modular bundles that are adaptable for operator personalisation, and super aggregation, TVaaS can bring together content from various streaming services, traditional TV channels, and on-demand platforms into a single interface.
The ideal cloud-based platform covers all bases: content processing, subtitling, content management, video delivery, device assistance, and front-end apps.
By bundling TV services with broadband and mobile plans, telcos can attract more customers, increase average revenue per user, and reduce churn. Perhaps more critically, they not only outsource the services, they also reduce the complexities and externalise the risks of establishing TV services. Now smaller telcos can focus on their core strengths while ensuring their TV offerings are competitive, scalable, and profitable.
You are not signed in
Only registered users can comment on this article.
BFI to invest £11.85m in UK skills funding
The British Film Institute (BFI) has pledged £11.85m funding over three years to support skills development and training across the UK.
Telxius selects Synamedia Quortex Switch
Telxius has integrated its carrier-grade content delivery network (CDN) with Synamedia’s Quortex Switch platform, which the companies say enables content providers to dynamically switch between CDNs in real time for the first time.
Knowledge Network selects ThinkAnalytics
Knowledge Network, British Columbia’s public educational broadcaster and streaming service, has gone live with ThinkMediaAI to give viewers a personalised TV experience underpinned by intelligent search and content recommendations.
Netflix launches first daily live show The Breakfast Club
Netflix will stream US morning radio show The Breakfast Club daily on its platform from 1 June 2026, marking the streamer’s first daily live programme.
ITV launches Live Addressable+ with Omnicom
ITV, the UK’s largest commercial broadcaster, has officially launched its live broadcast addressable advertising product, Live Addressable+, with an exclusive beta trial in partnership with Omnicom Media Group.
