Inside Brightcove: Filippo de Salazar On AI, Automation, And The New Streaming Economy

[00:00:00] - [Speaker 0]
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[00:01:04] - [Speaker 0]
So if you wanna learn more, please head over to nordlayer.com/browser and see how it fits into your workflow. But now it's time to get today's guest on. Have you ever stopped to think about the technology that is working behind the scenes every single time you press play on a video? Whether it is a live sports match, a breaking news broadcast, or the latest show on your favorite streaming platform. I think we often talk about the content itself, the athletes, the teams, the stories, the drama that we see on screen, but the experiences we take for granted depend on powerful, reliable video infrastructure.

[00:01:49] - [Speaker 0]
Infrastructure that is working quietly in the background. And today's guest helps power that invisible layer of the Internet, and he's gonna give us a sneak peek at what happens behind the curtain because Brightcove has spent more than two decades helping broadcasters, media companies, and global brands deliver video experiences at phenomenal scale. Whether that be live sports moments shared instantly across social media or personalized streaming experiences and real time analytics, the technology behind modern video delivery has become far more complex than simply pressing play. So my guest today will discuss how streaming technology is evolving, how AI is reshaping video workflows, and what broadcasters, sports leagues, and media companies, what all these entities must think about as audiences expect faster, smarter, and more personalized viewing experiences. So how do you deliver billions of streams every week all while still making everything feel seamless for the viewer at home?

[00:02:57] - [Speaker 0]
Well, these are a few of the things we're gonna talk about today. So buckle up and hold on tight as I beam your ears all the way to Italy where my guest is waiting to speak with us. So thank you for joining me on the podcast today. Can you tell everyone listening a little about who you are and what you do?

[00:03:17] - [Speaker 1]
Sure. Thanks, Neil. Great to be here. I'm Filippo de Salazar. I'm leading the Brightcove team following Bending Spoons acquisition last year.

[00:03:27] - [Speaker 1]
I'm involved in across all functions, but mostly in product and go to market. And let's say, priority is making sure our customers, broadcasters, publishers, sports trade holders and enterprise teams can deliver video experience that are reliable, measurable and increasingly personalized. Perhaps it could be useful to say what Brightcove does. We are a software company. We serve as I said before, know, Fortune 500 companies and also broadcasters and media holders.

[00:04:01] - [Speaker 1]
And we describe ourselves as the ideally, the most trusted and intelligent video platform. So that we you know, our customers can drive measurable measurable business outcomes from their from their videos and content.

[00:04:15] - [Speaker 0]
Well, it's a pleasure to have you join me today. I think it's been almost a year since Brightcove became part of a new ownership under new ownership. So from your perspective, what has actually changed inside the business? And has it stay anything stayed consistent despite the transition? What's been happening there over the last twelve months?

[00:04:35] - [Speaker 1]
Yeah. It's been quite a ride in the I mean, there are many many items. I could call out many items. I would say the the main do so. What changed, I believe, is the speed and execution in terms of product velocity.

[00:04:51] - [Speaker 1]
So under Benning Spoons, we we have integrated Brightcove into what we call the platform model. So that means access to a suite of proprietary engineering capabilities, a large pool of talented engineers and other scientists. And what does it mean in practice is that this translates into a much faster product cadence. So since the acquisition we shipped a large number of major announcement, new AI capabilities, Live four ks, Live DRM, SSAI, vertical player and more. In total, they were 19 and they were pretty complex in terms of most of them were pretty complex.

[00:05:28] - [Speaker 1]
So we are excited about what we did in the past year. What instead remain the same I would say is the mission and customer obsession. So Brightcove has more than twenty years experience in video industry. He's one of the pioneer in this in the video technology industry. And what made it stand out all this time is the really customer obsession and the reliability and level of service.

[00:05:53] - [Speaker 1]
So our customers operate mission critical video workflows with literally more than a billion of streams every week. And you know, you need to maintain the platform that is stable and reliable and that hasn't changed. So, I mean, nutshell, the business is faster, but still, you know, focused on on reliability.

[00:06:13] - [Speaker 0]
Wow. And for people that are hearing about you guys for the first time, when we're talking about a billion streams, where are they all coming from? What how are you helping broadcasters just for the people that are hearing about you for the first time?

[00:06:26] - [Speaker 1]
Yeah. I mean, we we have multiple famous broadcasters. So we basically act as a backbone, the video backbone for them, for their content. So the reason why Brightcove might not be known by the wider public is because it's a B2B product that serve the broadcaster in a wide label way. So we are the technology behind that.

[00:06:50] - [Speaker 1]
And we serve them through a variety of features that supports them throughout all the video workflow. So from the customer's standpoint, video is pretty easy. You just press a button and it needs to work. But in order for it to work, there are many parts that need to work. And in many parts that, you know, one after the other need to work and just a little mistake and, you know, make a mess.

[00:07:15] - [Speaker 1]
And so like to to give you an example, now we we talk a lot about AI and how this can help companies. AI can be really, you know, a buzzword, but how in practice AI is helping broadcasters. There is the the the way in which it helps broadcaster in Brightcove is basically by providing new ways for automating workflows while generating new ways to to generate revenue. So for instance, take a live sport and broadcaster. So we use AI to do three things mainly.

[00:07:50] - [Speaker 1]
So the first one is detecting moments and creating clips and highlights instantly. So that looks like, you know, you detect, you know, a live event sorry, a live goal. Okay? Or whatever the the moment it is that it's relevant. AI texted moment automatically like live clips it, so then broadcaster can then publish that video on their social media, on their website or on their OTT platform.

[00:08:21] - [Speaker 1]
Another way in which AI is used is basically surfacing contextual signals for our placements. So that means that see a content and you want to see it, you want to showcase an ad that is relevant to that content. Because when the ad is relevant to the content that's been showed, usually it has higher ECPM and so basically the broadcaster earns more. Another example is generating live captions. So you're watching, you know, an event which is live and you see the caption that is lively generated, which increases accessibility and engagement by customers.

[00:08:57] - [Speaker 1]
So in a nutshell, what Brightcove does is, you know, it supports the hosting, the ingestion, the transcoding of the videos. It supports all the video back backbone that that broadcasters and, you know, OTT platform and sports network need. And And then on top of that, continues building new technologies whenever there is something that can be relevant to this customer to automate workflow and generate new new ways to to boost revenues.

[00:09:24] - [Speaker 0]
I love that. It's like you guys are the unsung heroes. And and one of the reasons that I wanted to ask you that question is I I try on every day on this podcast, get people thinking differently about those experiences that we all take for granted, whether we're lying on our couch watching a sports game and the replays and everything that we're seeing there, all on demand. We seldom think about the technology that it all sits on, that makes everything that we take for granted, that brings it all to life, those experiences. And when we think about AI, again, often talked about in abstract terms, but where are you seeing it all, delivering even more practical real time insights today for broadcasters and sports rights holders who who need to react as audiences are watching?

[00:10:09] - [Speaker 0]
Because as viewers, as I said, we take all this stuff for granted. But what what does AI do for you? Or what else does AI do for you?

[00:10:16] - [Speaker 1]
I mean, in part, what I mentioned. So detecting the moments and, you know, clipping them, you know, increasing ECPM by showing more relevant ads, again, generate live captions, other ways in which AI is relevant. And by the way, we released in the last six months what we call the AI Suite, which is a suite of of features like these. One one application that had a lot of momentum is what we call universal translator. What does it mean is basically that you you ingest the content into the platform, whether it is VOD, video on demand, or it is a live content, so you're actually, you have a live event.

[00:10:56] - [Speaker 1]
And and then you want that to be translated in multiple languages. And in order to translate that in multiple languages, you you know, in the past, we needed to rely on, you know, translators and then you know require time and cost. With the new AI models, are able to do it instantly with the high level of quality in more than 70 languages, both for captions and for dubbing, so for basically the voice over. And that is pretty impressive. And and it's been one of the most successful applications so far.

[00:11:28] - [Speaker 1]
Another example is the metadata optimizer. The metadata optimizer, what is that? When when you upload a video, together with the video, you want to upload a set of metadata. So the the title, of course, the subtitle, but also description keywords that make it easy to then find the video inside the library from the customer's endpoint, but also optimize advertising based on the content of that video, to my point previously. To do that, you need to manually tag all these videos that requires an incredible amount of effort.

[00:12:01] - [Speaker 1]
And trust me when I say that Tier one broadcasters, I won't make the names, but a lot of Tier one broadcasters weren't doing that because clearly the ROI was negative when they had to factor in the cost to do so. With AI, you basically unlock these new capabilities, or what I call before the metadata optimizer. These these are just a few examples of workflows that have been basically automated, made possible by AI. And I think there will be more and more I mean, I'm sure that there will be a quick uptick in in new workflows and new revenue streams thanks to thanks to AI.

[00:12:35] - [Speaker 0]
I'm glad you mentioned ROI there as well because I think things like the concept of personalized streaming for fans sounds incredibly compelling. We've seen a very, very high level with, I don't know, Netflix and Spotify, but personalized streaming for sports and better experiences for fans is another level there. But it also raises questions, I would imagine, around complexity and cost. And as you said, AI makes that a little bit easier. But how do you help customers balance those richer viewer experiences with the operational reality and budgets and things?

[00:13:08] - [Speaker 0]
Is is it a balancing act?

[00:13:11] - [Speaker 1]
Yeah. It's a it's a great question. So so personalization is hard. It requires data science, infrastructure, ongoing product innovation, and and it's it's hard for many broadcasters to, you know, justify building that internally and investing on it. So if you take a broadcaster, at the end of the day, I mean, perhaps I'm simplifying, but they look for the following items to personalize.

[00:13:39] - [Speaker 1]
The first one is content personalization. So you want to make sure that video content is delivered and it's relevant to whoever is viewing. The second, I mean example of personalization are dynamic playlist or loading different video based on viewer attributes or based on where is the geography of the user or the device used by the user. Then you want to personalize the viewing the view the players. So the the viewing experience of the customer.

[00:14:08] - [Speaker 1]
So you might want to add overlays in video CTAs, chaptering, interactive elements, forms or links. Basically, you want to, you know, make the most out of the experience of the customers independently of what is the content being delivered. And the third one is personalizing ads, which is something that, I mean, probably resonates with everyone listening. It's something that has been personalized. I mean, more and more more and more with time, you might want to do SSDI targeting, add server segmentation.

[00:14:39] - [Speaker 1]
I mean, there are many, many items you want to do. To achieve all of these, as I mentioned, there are many many parts of the technologies that you need to work on and make sure it works. So you either rely on something like Brightcove that makes it possible, or you need to build every item yourself or perhaps, you know, orchestrate many different providers. And yeah. So in in a nutshell, need a lot of data.

[00:15:04] - [Speaker 1]
You need to know how to orchestrate and how to put that together to then take actionables out of them.

[00:15:09] - [Speaker 0]
And elsewhere, cloud native automation is also something that plays a a growing role in streaming operations. But how are you seeing automation changing the economics of scaling content delivery and monetization, especially during those high demand live events where there's no margin for error? What kind of role do you see it playing there? And any anything you'd like to share about that?

[00:15:34] - [Speaker 1]
Yeah. I mean, there I mean, automation is is becoming table stakes. If you want to do live scale concurrent event with millions of viewers, ultimately it helps in ways. The first one is that it reduces the chances that videos break. So it kind of give you a peace of mind that everything will work or will work better than otherwise.

[00:16:02] - [Speaker 1]
Because as I mentioned before, video seems easy, but a lot of stuff needs to work in series and in parallel. And when you are doing a live event where you move from perhaps thousands to millions of viewers in a few minutes rather than drive delivery times, you don't have time to react if you're doing that manually. So you want to orchestrate different parts of the video processing, encoding, packaging, multi CD, en route, redundancy, fill over. And this is I mean, legacy infrastructure requires costly year round over provisioning just to survive those moments. And basically, over provisioning means that you're paying for a peak capacity when you may only need a few times annually for, you know, those big events that you might do when you release a new TV series, a new episode, or you're doing a live event.

[00:16:52] - [Speaker 1]
And so basically, automation and, you know, modern infrastructure and cloud native architecture enables this elastic demand driven scaling without customers owning or managing the infrastructure themselves. And the second thing that automation does, it I mean, does many things, but the the second thing that comes to mind is, you know, it avoids surprises from a monetization standpoint. So when you're doing live events, imagine the the final of the FIFA World Cup and you have tens of billions people watching and an ad that should have been fired doesn't for whatever reason, other because there is a latency problem, so some delay or there is a mistake in the scheduling. There could be many things that can happen. If you miss that, you're literally missing tens if not hundreds of K dollars and you clearly want to avoid that.

[00:17:50] - [Speaker 1]
And the more you can rely on solid systems and reliable and potentially this under the line automation and that usually speaks then. And they they usually come come together. That helps that helps a lot. So this is what comes to mind. Then clearly, automation, I mean, as always, reduces total cost of ownership, reduces the need for manual work that can be then redirected to some other value added activity, but that I think applies to all the, you know, all the sectors.

[00:18:21] - [Speaker 1]
And so it's not specific to media and and live.

[00:18:25] - [Speaker 0]
And something else I wanted to bring up today was the rise of free ad supported streaming television, aka fast channels, because these are continuing to gain traction alongside subscription and ad supported models. But how do you see fast fitting into hybrid workflows without fragmenting the viewer experience? Again, another another tough balance, I would imagine.

[00:18:49] - [Speaker 1]
Yeah. Faster are surging. They continue to grow. The I would say the real risk for broadcaster is the operational and viewer fragmentation. So it is quite discussed in the industry because like in some cases, Faster still didn't manage to bring revenues in a substantial way or at least in line with what have been the investment.

[00:19:13] - [Speaker 1]
So there has been there is a concern from players in the industry to make sure that they enter these new opportunities, new distribution channel without having to reinvent the wheel in terms of your workflow. So on how to manage your tech stack when it comes to basically there is a need to maintain the same stack across different channels including fast channels. In the sense, Brightcove doesn't operate fast market places. So we don't so what we do is that we power the infrastructure behind the fast distribution. So for instance, what we do is we have cloud layout capabilities, so we allow broadcaster to do to turn their VOD libraries.

[00:19:57] - [Speaker 1]
Okay. So their video on demand into live feeds that seem at, you know, a twenty four seven linear channel. And this allows them to avoid building a separate play out stack. This is an example of what has been we have many customers come at us and say, okay, how can I get too fast? What we say is start from what you have, try to build throughout our cloud out, feature, you know, new fast channels.

[00:20:27] - [Speaker 1]
We give you the backbone of it and then, I mean, you can test it out, see how it goes. I mean, if it goes well, you have already worked for them, works well. And this applies to, you know, the metadata, the SSAI, so the monetization workflow, and all the other parts of, you know, what's behind the hood when it comes to video. So yeah, in an actual, it's interesting, it's growing. It's still not sure how much revenues we'll generate.

[00:20:51] - [Speaker 1]
And as such, know, we've seen customer being culturally enthusiastic, but also always looking at how to avoid duplicating stocks and and complexity.

[00:21:05] - [Speaker 0]
And you mentioned the World Cup a few minutes ago. And sports audiences, they all expect immediacy, relevancy, and interaction throughout the, the tournament, in fact, any sport. So what are the most noticeable shifts that you're seeing in fan behavior, and how are you seeing streaming technology maybe responding to some of those expectations? Because once those expectations almost become the norm, the industry is kind of expected to follow suit, right, and meet those expectations.

[00:21:34] - [Speaker 1]
Yeah. I think it's one of the fast growing markets, the one of the sports network. This includes both both fun brands and and sports leagues that build their OTT solution or but also in general, you know, traditional broadcasters that invest more and more into sports. I would say that from a customer standpoint, from the user standpoint, they look is, first of all, low latency. These stable stakes.

[00:22:02] - [Speaker 1]
Clearly, funds don't want to see on social media the videos of the highlights before they they watch it on their on their TV or or their own devices. These table stakes, as was as mentioned, but it requires, you know, an architecture that scales elastically during to you know, during peak events, peak moments. The second thing is that they no longer want to wait too much for highlight packages. This creates a little bit of friction depending on who are the right holders. In some cases, you might need to wait in order to see highlights.

[00:22:35] - [Speaker 1]
It depends on the country and on, yeah, again, the player. But anyways, customers look more and more for immediate highlights. And so this creates a bit of stress into the workflows of of right holders. And the third, I would say, is personalization. I think you mentioned it also previously.

[00:22:54] - [Speaker 1]
So to give you an example, when you enter the homepage of, you know, sports network or an OTT provider that has the the rights for for a given league, you you sometimes you can find as, you know, a content that is relevant to your to your, you know, to to the to the the team that you follow, to your preferred to your preferred team. And that's an example, an easy example of personalization. You So it's a matter of understanding what's relevant to the content and showcasing that immediately. But, I mean, in actual, so kind of summarizing all of it, we there is a structural trend. So sports streaming is moving from replicating what broadcast TV was doing to actually orchestrating real time personalized digital experience around live events to kind of, you know, being at the forefront of innovation when it comes to digital experience.

[00:23:52] - [Speaker 1]
And this is how we try to help our customers, our, you know, sports leagues that are this becoming more and more, you know, relevant segment in our customer base.

[00:24:05] - [Speaker 0]
And with so many platforms all competing for attention and eyeballs right now, What does effective fan engagement look like today? And how does data help teams and broadcasters move just beyond guesswork? Any examples you can share there of of where you see this is being done well?

[00:24:23] - [Speaker 1]
Yeah. I mean, we've seen more and more customers moving from vanity metrics and reach, perhaps, views to actually, you know, metrics tied to values such as retention, the lifetime value. Ultimately, I mean, what does it mean? If you focus on retention, what you look at is that your customer is happy. Your user is happy, so your user comes back to see the video the videos.

[00:24:48] - [Speaker 1]
And how do you do it? You basically look at the engagement of the user during the streaming. You want to maximize the spend watching the content. And if you see a drop off at some time at some moment, you're gonna investigate and see, okay. But was the drop off caused by, a problem in the content itself?

[00:25:06] - [Speaker 1]
Or was it a problem for some device specifically, a problem in the playback? Was the problem in just some regions that might lead to think that it's a problem at the CDN level? So like it comes even before the playback. So there is more and more attention in analyzing what's happening so that you move from guesswork to really a loop of measure, analyze and then optimize and kind of reinforcing this loop. And these are both for VOD and real time.

[00:25:40] - [Speaker 1]
So there is these roles during live events. We have bigger and bigger teams that actually look at it and make sure that, you know, everything goes smoothly. And the second thing we're watching is discoverability that it's becoming more and more important. I mean, you might have heard about the statistics that on average, a user spends between fifteen and thirty minutes trying to look for the content to watch Yeah. On their OTT platform.

[00:26:05] - [Speaker 1]
So I had this I saw this problem myself. Like, at some time, I'm exhausted, and I just turn off the TV. And and it's a missed opportunity for for OTT platform with the networks because they could have monetized that attention, that viewership. And I mean to solve it, I mean it's a big discussion, opens a big topic, but at the end of the day, you need to work on increasing the amount of data you ingest and you're able to tag. So kind of to the point before, like tagging your videos, adding descriptions that are relevant so that when you search for content, you have a higher likelihood to find relevant content.

[00:26:49] - [Speaker 1]
But also work on some discoverability engine, like the one that YouTube has that when you go on YouTube, it's very likely you find a video that you're interested about. And we're doing something similar with our customers. We're seeing incredible result like boosting viewership up to 30% with our in house discoverability engine. So I mean, are some examples of what yeah, I can I'm I'm seeing, you know, relevant when it comes to trying to boost the passion and engagement from the customer standpoint.

[00:27:24] - [Speaker 0]
Yeah. I think we've all been in that position of spending longer looking for something to watch than actually watching something. And if we look ahead though, when you think about the next phase of streaming innovation, what developments do you think will matter most to broadcasters and rights holders over the next few years, especially when we're seeing more and more technology at play making things easier? How do you see all this unfolding?

[00:27:48] - [Speaker 1]
Yeah. I mean, it's it's pretty hard in

[00:27:49] - [Speaker 0]
this Yeah.

[00:27:50] - [Speaker 1]
I mean, media changes really fast. But if I if I had to say three trends I'm observing, one is, I mean, automation to the point before intelligent automation if you want to include AI into it. So it I think that we mentioned some parts of the workflow that are being automated. I believe more and more will be automated. I'm really impressed by the level of speed of LLMs.

[00:28:15] - [Speaker 1]
I mean, you know, all the recent cloud innovation there has been. There it's full of of tools that, you know, make coding very easy and automating very easy. So I expect more and more automation in the workflow. As content volumes continues to grow, minor workflow simply doesn't scale and as it become easier to automate, I see that unfolding pretty easily. So that's an easy trend to spot.

[00:28:43] - [Speaker 1]
The second is monetization discipline. So industry conversation is shifting from maximizing user growth at all cost to maximizing and improving ARPU lifetime value and overall yield. And the challenge is that you have more and more hybrid models, so you try to monetize however you can. So both via AVOD, so advertising video on demand, Zvod, so, you know, subscription based and fast, as you mentioned, as well as live. But it I mean, the more you increase your monetization channels, the more you start to manage them.

[00:29:23] - [Speaker 1]
So you kind of you have the challenge of kind of having unified platform to go against all these different channels. And the third one is managing the fragmenting viewing behaviors. So if you think at your day, there has been increasing fragmentation in terms of need. You need fast channel when you know you don't want to search, don't want to think about what content to watch. You look for OTT when you know what you look for and live content that captures real time moments such as sports or news.

[00:29:59] - [Speaker 1]
So we are coming back to a moment where there are different needs that needs to be served. There is fragmentation and media companies need to support this behavior without fragmenting operation. So I see these three trends and the good news is that Bradco is well positioned to kind of manage them because it's the unique platform that kind of covers all these needs. And so we believe that as the complexity increases from, you know, media companies to manage all of this, there is an increased incentive in to look for a solution that kind of cover all of it.

[00:30:36] - [Speaker 0]
Well, thank you so much for joining me today. And for anyone listening wanting to find out more information about anything we talked about, where can everybody listening go? Where would you like to point everyone?

[00:30:47] - [Speaker 1]
Oh, yeah. Sure. Brideco.com is our website. It's the best starting point. We have product updates, latest road map news, customer stories.

[00:30:57] - [Speaker 1]
You can also book a demo if you if you like to see the product. You can contact me on LinkedIn, Filipore Salazar, if you want to reach out if you have any comments. Or you can come see us at, you know we are at basically all the trade shows when it come to the media the media industry. The next one is at NAB in Las Vegas. If for any reason you come by and you wanna say hi, we're gonna be there.

[00:31:21] - [Speaker 0]
Awesome. And I've spoken with many people from Brightcove over the years on this podcast, and it's easy to see why and how you've maintained your reputation as the most trusted streaming tech company out there, especially how you're empowering organizations to host, share, monetize video content with reliability and ease. And it's great to see you continue to grow and evolve here. So I'll add links to everything you mentioned there. I encourage people listening.

[00:31:47] - [Speaker 0]
If this is of interest of you, please reach out because the team there are absolutely fantastic. And the only thing left to say before I let you go is I hope that Italy make it through the playoffs and to the World Cup because a World Cup's not a World Cup without you guys beating us in the semis. So hopefully, we'll see you there, but thanks for joining me today.

[00:32:06] - [Speaker 1]
I appreciate it. I hope that as well. Let's see. Let's see. Finger crossed.

[00:32:10] - [Speaker 0]
I think as today's conversation showed, the video experiences that we enjoy every day are supported by a vast technical ecosystem that as viewers, we seldom see or even think about. Because under the hood, AI driven highlights and multilingual translations to personalized viewing experiences and smarter monetization strategies, all these things are happening at the same time. And the future of streaming is actually being shaped behind the scenes by platforms like Brightcove. So for broadcasters and media companies, the challenge now is how do they balance innovation with reliability? And how do they make sure that as audiences continuously expect more interactive and immediate experiences, how can they leverage technology that can deliver at scale and without missing a beat, without causing any downtime?

[00:33:07] - [Speaker 0]
So much to think about there. So thank you to my guest today for showing how Brightcove is helping power some of the world's largest video platforms. And if this conversation sparks your curiosity about the tech behind the streaming services we use every day, Remember, you can learn more by visiting Brightcove online or connecting with my guest online. I will leave links to everything over at my site techtalksnetwork.com. You'll find a blog post associated with this interview.

[00:33:37] - [Speaker 0]
And I'd love to hear your thoughts. When you press play on a livestream or sporting event, do you ever think about all the tech behind the scenes making it all possible? Send me a DM. Let me know. But that's it.

[00:33:49] - [Speaker 0]
We're out of time now. I will be back again tomorrow with another guest, but thank you for listening as always. Bye for now.