At ATxSG 2026, Tara Neal, Executive Editor of The Fast Mode, sat down with Alistair Roseburgh, Business Development Director APAC at Accedo, to explore the trends reshaping streaming and broadcast. Roseburgh discussed the rise of hybrid monetization, the growing impact of agentic AI on personalization and orchestration, and how Accedo is helping providers adapt through intelligent OTT solutions such as Accedo Compose.
Tara: What do you see as the biggest transformation happening in the broadcast, streaming, or satellite industry right now?
Alistair: The way video is monetized has drastically shifted over the past couple of years. There is a continued decline of traditional TV advertising having an impact on those traditional ad-funded broadcasters and the Tier 1 SVODs are reaching the limits of their pricing power. Due to this, we are seeing a wave of consolidation that will likely continue with further mergers and acquisitions. This pressure is also triggering experimentation with new monetization strategies. Service providers are increasingly adopting a hybrid approach to monetization, with ad tiers, transactional and pay-per-view elements, and even launching FAST channels. Getting the ad user experience right is key to increasing engagement and convergent rates and we are seeing a lot of innovation in this space to enable that.
I also believe that agentic AI has already proven itself to be a hugely transformative force. AI agents will gradually transform video services as they are given the remit to manage first basic and then more complex elements of the service. As Agentic AI continues to improve, it will enable new levels of efficiency, freeing up resources for other priorities, and ultimately help video service providers to maximize revenue.
Sports is another huge area for video service providers, especially as we have a number of high-profile sporting events happening now. These are always a great test bed for new innovations. For sports rights owners, streaming offers exciting opportunities to engage sports fans and enhance the viewing experience. It also opens the door to innovative monetization opportunities, such as interactive shopping or immersive XR experiences.
Tara: How is your company helping customers adapt to increasing demands around scalability, reliability, and low-latency delivery?
Alistair: Many end-to-end video providers tend to treat OTT platform implementations as purely technical stack‑builds. Their focus often lies in optimizing infrastructure, applying standard frameworks, and delivering technical deliverables: not in ensuring end‑user experience or business outcomes. As a result the solution can end up over‑engineered, heavyweight or hardware/stack‑centric, rather than tuned for user experience or speed to market.
After deployment, clients may face costly operations, slow response cycles, and rigid maintenance models that don’t adapt well to changing business needs or new market demands.
In contrast, Accedo is not just a technical vendor, but an outcome-driven business partner to our clients. This means we focus on delivering not just infrastructure, but user‑centric services and business KPIs. We always put the end user first, leveraging our 20 years of experience in delivering award-winning front-end solutions for the world’s largest media and entertainment businesses. No one knows user experience better than we do.
We combine a reusable, efficient framework with flexible customization and integrations, ensuring you never compromise on your unique needs even while controlling costs. We build for long-term agility and evolution and our customers retain control over their future roadmap, with the ability to integrate new services, devices, and partners as the market evolves.
Tara: AI is a major theme across the industry this year — where do you see the biggest real-world impact of AI in media and communications?
Alistair: We are already seeing a number of areas where AI is delivering value. These are mainly around increasing efficiency in the way video content is produced, managed, and distributed. This includes a wide number of use cases, such as automating time-consuming editing tasks, using automated camera tracking and real-time quality control, as well as automated tagging at scale using object and scene detection. These will all make a huge difference to video service providers, but I believe orchestration and enhancing personalized experiences will be game-changing..
A truly personalized service should dynamically change over time with the user’s tasks. This is very costly to do while also risking not being exploratory enough to capture the rapidly evolving consumer preferences. With Agentic AI, video providers can make this process dynamic, orchestrating personalized experiences at a very individual level.
Orchestration is time-consuming. Most streaming operations run on a fragmented, reactive model, pieced together from separate tools, manual processes, and teams that escalate to each other. This means that it is very challenging for manual teams to respond in real time and keep the streaming experience optimized. AI agents can detect, decide, and act in real time – delivering on critical business outcomes such as stabilized service quality, enhanced user experience, and improved retention strategies that combat voluntary churn.
Tara: What challenges are your customers facing most today, and how are your solutions addressing them?
Alistair: Video service providers are under huge pressure right now. This is being driven by a number of different factors. Audiences are increasingly overwhelmed by the number of streaming services available, leading to subscription fatigue and higher churn. Many users now rotate between services or limit themselves to a few core ones, putting pressure on providers to continuously prove their value and retain subscribers. At the same time, escalating costs for both licensed and original content are making it harder for streaming services to achieve and maintain profitability. With intense competition driving up budgets and uncertain returns on investment, many providers are being forced to rethink how they fund and prioritize content.
While many video providers are turning to hybrid monetization models to tackle this, these also introduce operational and UX complexity. Services must carefully balance monetization with a seamless viewing experience, as poorly implemented ads can quickly drive user dissatisfaction.
At Accedo, we have distilled two decades of global experience in delivering and operating award-winning user experience on behalf of leading media organizations into an offering that will drive business outcomes, today and in the future. All of this means that are customers are able to unlock long-term growth, not just at launch, while building a service that stands out from the competition with deep customization. At the same time, our approach enables video service providers to reduce complexity and total cost of ownership to enable further innovation.
We do this both through expert OTT design and consultancy, as well as with our award-winning software, which is pre-integrated with a comprehensive set of pre-integrated partner components covering the core functions of a modern video service. Each integration is production-ready, maintained by Accedo, and designed to slot seamlessly into the overall platform architecture.
Tara: Can you share a recent innovation, deployment, or project that best represents where your company is heading next?
Alistair: Accedo Compose was previewed at last year’s IBC and is now available to the market. It is a modular orchestration layer powered by AI agents designed to help streaming providers transform their customer journeys from static paths into continuously adaptive experiences. These AI agents continuously monitor, learn, and respond in real time, keeping the streaming experience optimized as conditions change. Most streaming operations run on a fragmented, reactive model, pieced together from separate tools, manual processes, and teams that escalate to each other. Compose replaces that with a single intelligent layer that watches everything, understands context, and acts in real time, helping video providers better understand user’s needs, identify how and when to respond to them and autonomously adjust elements of the service and viewer experience in real time.
Tara: Looking ahead over the next few years, what trends or technologies do you believe will most shape the future of content delivery and connectivity?
Alistair: We are seeing a shift away from a feature-led mindset to a business outcomes one, where service providers increasingly need the right strategic thinking from the start. Streaming services are now being designed for adaptability and continuous change and that will continue for the coming few years. Video services will need flexible foundations, intelligent use of data, and the ability to continually reconfigure and adapt in real-time. Agentic AI will become more widespread, enabling some of that flexibility and scalability, while also delivering much-needed efficiencies. However, for Agentic AI to be really effective across the entire media lifecycle, we need to make sure that all software is contributing with its data and fitting a composable architecture. Vendors need to build to facilitate the cohesion of an ecosystem, rather than just for their own value proposition to ensure the industry can truly embrace the full potential of Agentic AI.
I also believe that we will begin to see a shift towards differentiation of the user experience. Currently most video service providers follow the Netflix look and feel, leading to most streaming services having the same type of layouts, which also means that AI tools replicate those same layouts by default. As streaming platforms continue to be challenged with increasing competition, differentiation will become all-the-more important and we will start to see more streaming services move beyond the familiar, cookie-cutter patterns and delivering a user experience that is genuinely unique.
Tara: What has your experience at ATxSG / BroadcastAsia 2026 been like so far, and what conversations or trends have stood out most to you at the event?
Alistair: It is always interesting to see the flow of the conversations at Broadcast Asia. This year AI is the topic that is continuing to dominate conversations across the entire ecosystem. However, we have moved onto a more focussed stage where AI products and services are able to show value across real use cases – personalisation, observability. Following on from IBC, Accedo Compose has been a much discussed product with our clients and partners.
Another theme at the show, we have seen high levels of interest in the elevation of the user experience, particularly around CTV, as APAC clients look to improve and innovate their offerings. The huge growth of CTV adoption in the market has viewers demanding a more premium experience that CTV allows. The premium experience also allows for further innovative monetization features around advertising, bundling and personalization.
