The Future of...

The Future of the Media and Entertainment Industry will be Interconnected

Russell Poole

The data explosion has heavily impacted the media, entertainment and advertising (MEA) industries. Today’s consumers are viewing, sharing and listening to more online content than ever before, and expect immediate and constant access on a multitude of technological devices. The proliferation of this data means that it is now becoming increasingly necessary for MEA businesses to bypass the public internet, ensuring they have the flexibility and scalability to respond to data demands.

With the ability to gather data at every point in the media supply chain, it is essential that MEA businesses can process this data in real time so that they can gain insights into their operations, markets and customers. Private Interconnection – the deployment of IT traffic exchange points integrating direct private connections among counterparties, hosted in carrier-neutral data centre campuses, with distributed IT components colocated – is a key enabler of this.

The Global Interconnection Index, a market study published by Equinix, tracks, measures and forecasts the growth of Interconnection Bandwidth. The Index predicts that Interconnection Bandwidth will outpace the public internet by 2020, growing nearly 2x faster – and by nearly 6x in data volume – than global IP traffic. With these figures in mind, it’s clear that reliable and robust Interconnection is pivotal for MEA companies to enable new paths for global growth.

Dealing with data

The Digital Production Partnership (DPP) – the media industry’s business change network, has recently released its 2018 Predictions Report, enabled by Equinix – one of its members. The report is compiled in close collaboration with experts from across the media supply chain, providing a first-hand view of what will be the key drivers across media businesses in the next 12-24 months.

The most pressing issue identified in the report is the need for businesses to manage their data throughout the value chain, ensuring that companies can optimise their use of data analytics, especially real time analytics.

This differs from last year’s report, which prioritised the need for businesses to become ‘cloud ready’. While this is further down DPP’s list of predictions than last year, as more companies have embraced cloud technology, there is still work to be done as companies learn how to best utilise further advancements in cloud technology. An example of this is the need for companies to adopt a multi-cloud service instead of a single cloud provider, giving them a more agile, flexible and scalable IT service delivery infrastructure, better supporting the organisation’s digital business goals.

It’s not just the MEA industry that is having to adapt to the implications of increased data. Advancements in IoT technology mean that everyone from the automobile industry right through to the retail industry are having to rethink their IT infrastructure to keep pace with the competition. Major change is expected over the next few years as the expansion of IoT devices such as fitness wearables and smart home monitoring systems accelerate at a rapid pace. Companies that prepare for this by harnessing the benefits of Interconnection and colocation, fully immersing themselves in the digital transformation, will come through this period the strongest.

Survival of the fittest

The effective management of the massive influx of data isn’t the only subject that’s expected to be a hot topic in the year ahead. The key trends highlighted by the DPP and their individual scores, in order of priority, are:

DPP 2018 Predictions Report:

Utilising Interconnection

No single topic generated more debate among the experts questioned than connectivity, with most experts agreeing that private Interconnection will continue to be a huge growth area. As speed and security become more important, so does physical proximity. Utilising Equinix’s IBX data centres and colocation services, where different companies are linked with physical connections between their servers, is a way in which companies can remain competitive.

Interconnection is vital to BASE Media Cloud’s success, a customer of Equinix’s. Ben Foakes, Managing Director, BASE Media Cloud says: “We Interconnect multiple cloud services and SaaS applications for digital media workloads, peered directly with our centralised private cloud storage platform. All hosted in Equinix.”

Working with Equinix has not only improved BASE Media Cloud’s customer experience, it’s also helped them save money: “The ability to run virtual circuits and direct cross-connects with our partners including IBM, BT, A24, AWS, Azure and a multitude of other specialist infrastructure providers, means that we can provide easy-to-use, ready-made cloud services to multiple media companies, for a fraction of the cost”.

Preparing for the future

As companies increasingly turn to cloud-based analytics for easier access to their growing amounts of data, faster insights and reduced operational costs, more MEA businesses are leveraging global Interconnection services such as Platform Equinix. It directly and securely Interconnects clouds, networks, businesses’ ecosystems and data at the digital edge. The Equinix Data Hub gives businesses a critical advantage for real-time analytics, data collection and data protection. Available in 44 of the world’s top business markets, the Data Hub allows direct and secure connections to all cloud services, while still adhering to even the strictest domestic and foreign compliance regulations.

The full DPP report is available to read here:


Russell Poole
Russell Poole Managing Director, UK & Nordics