Paul Davies
Head of Marketing, Yospace
Yospace had the pleasure of speaking to long-time customers and partners at IBC 2025 in Amsterdam. In this series, our conversations explore the latest trends in streaming, ad tech, and monetisation, as well as the achievements and experiences that have come from collaborating with Yospace.
In this instalment of the series, you can read our chat with Magnus Svensson, VP Sales and Business Development and Media Solutions Specialist at Eyevinn Technology. You can also watch it here:
Streaming technology was fairly new 10 or 15 years ago. Now it’s transformed into being a little bit more of a commodity. Delivering video over the internet is not that hard anymore.
We’re moving a little bit more upwards, towards production workflows, where we can do self-service, software-based production. I would say that the whole industry needs to work more towards automation and AI. You need to build solutions that can scale like YouTube. Even if you’re not YouTube, you need to work that way.
Content creation needs to be more efficient, and the delivery workflows need to be more efficient. You need to think differently to be able to transition into this new world.
Since we’re a Stockholm-based company, we’ve been very active in the Nordic TV business for the last 10 to 15 years. We’ve been helping as an independent partner. We can suggest and help with what’s best suited for the customers, not because a vendor is coming in.
We don’t have reseller agreements or any kickbacks or anything like that when we’re doing audits or helping with system architecture or development. That means we’re trying to foster a bit more collaboration within the Nordic TV industry as well, and not work in isolated silos.
What’s good for Sweden is usually good for Norway, Denmark and the other countries as well. Even North America, actually, where we also have a presence.
It’s a lot about making things more automated and efficient, [and] trying to do more self-service, because the competitors today for broadcasters and distributors are not the traditional ones. It’s now suddenly Netflix, YouTube, and Amazon coming in and becoming the competitors.
Netflix started off as a non–ad-funded service — no live, only VOD — and then suddenly they realised they had reached the ceiling for subscriptions, so they needed to add advertising into it. By doing that, they realised they also needed live content, because live drives advertising. Suddenly, they’re broadcasting live.
For a lot of content today, no one can afford to pay for all of it. So the only way to fund all the live events, sports, and video production coming in today is to include some advertising, especially if you can make it an optional, hybrid model where you can still pay for certain things but get ad-funded access for others.
Working with Yospace has been a pleasure. In the Nordics, we did an initiative where we set a standard for Server-side Ad Insertion and how it should be implemented between broadcasters and distributors. The support from Yospace has been really good in achieving that.
