Edge computing: Why decentralised CDNs delivering content closer to end-users is reshaping media broadcasting

By Joe Tan

As digital media consumption continues to skyrocket, the infrastructure supporting it must evolve rapidly to meet increasing demands. In particular, content delivery networks (CDNs) are undergoing significant transformation. The rise of edge computing is reshaping traditional, centralised models, leading to a more decentralised approach that delivers content closer to end-users. This shift allows for improved efficiency and reduced latency, addressing the needs of viewers who expect seamless and high-quality experiences. 

The balance between centralised and decentralised content delivery models is a critical topic as media companies grapple with increasing bandwidth demands and rising cloud infrastructure costs.

Speaking to APB+, Olivier Mesmeur, Director of R&D System Engineering at MediaKind, noted, “Centralised content processing, like encoding and transcoding, will likely remain within centralised cloud environments due to their cost efficiency.” 

This is especially true for repetitive, bulk tasks that cloud platforms manage well. However, Mesmeur emphasised that decentralisation is crucial for reducing latency and improving performance, especially in live streaming, where delays can severely impact user experience. “By leveraging edge computing, content can be pushed closer to the end-users, allowing for faster delivery, especially in real-time applications like live sports streaming,” he explained. 

MediaKind’s MK.IO platform exemplifies this, having delivered high-quality streaming for global sports leagues, including the National Basketball Association (NBA), by using edge locations to distribute content efficiently.

This approach enables media companies to reduce cloud costs while maintaining the necessary performance to meet consumer expectations. As more businesses seek this balance, hybrid models that blend centralised content processing with edge-based delivery systems are gaining traction. 

Edge computing-driven CDNs offer substantial opportunities to enhance the personalisation of media content and advertising. By processing data closer to the user, these systems can analyse and respond to viewing behaviours in real time. This enables media companies to deliver highly relevant personalised content and advertisements to viewers. 

For example, during live sports events, edge-based CDNs can provide location-specific advertisements or real-time recommendations based on social media trends, according to Mesmeur. The ability to offer highly personalised and immediate content not only improves user engagement but also increases conversion rates for advertisers.

Mark Fisher, Vice-President of Marketing & Business Development at Qwilt, further supported this by noting that the potential rewards include “increased user engagement, improved ad relevance, and enhanced viewer satisfaction”. 

However, the shift to edge computing also comes with its challenges. MediaKind’s Mesmeur warned that the costs of scaling edge computing can be prohibitive for some content providers. Moreover, managing a decentralised infrastructure introduces operational complexities, such as ensuring consistent content delivery across various regions. These issues can be further complicated by privacy concerns, as real-time data processing at the edge increases the risk of breaches or misuse of sensitive information.

To mitigate these risks, companies like Qwilt are implementing robust security measures. Fisher pointed out that Qwilt employs a Development, Security, and Operations (DevSecOps) methodology to ensure that security is continuously validated from development to production, so as to ensure data protection across its highly distributed infrastructure. 

“As the need for more reliable, scalable CDN services grows, solutions like Qwilt’s Open Edge Cloud are well-positioned to meet this demand,” he added. “With vast edge computing capabilities and deep operator partnerships, this platform can help the industry transition from legacy CDNs to an all-edge cloud model that economically delivers lower latency, higher capacity, and greater flexibility for publishers and service providers alike.” 

While edge computing offers numerous benefits, the media industry’s transition to cloud and edge solutions has been cautious. Broadcasters, in particular, are wary of the spiraling costs associated with cloud services. MediaKind’s Mesmeur explained, “Cloud services can easily become expensive when not managed properly, particularly for large-scale live broadcasts or continuous streaming operations.”

This has led many broadcasters to opt for hybrid infrastructure models, maintaining some traditional infrastructure alongside cloud and edge solutions to reduce costs and manage operational complexity. 

Moreover, the shift to cloud operations is increasingly becoming an IT-centric function within organisations. Historically, broadcasters managed their infrastructure with specialised teams, but with cloud adoption, much of this responsibility is now shifting towards IT departments. This can lead to operational challenges, particularly if the IT teams lack specific broadcasting expertise. 

Mesmeur recommended that broadcasters invest in scalable, multi-cloud or multi-edge solutions to navigate these challenges. “By maintaining a combination of traditional broadcast infrastructure and cloud/edge computing, broadcasters can build resilience into their operations.

“This would allow them to seamlessly switch between infrastructures or rely on backup cloud service providers in case of high contention or service disruptions,” he suggested. 

The integration of 5G and artificial intelligence (AI) technologies with edge computing is also set to further revolutionise the media landscape.

Nivedita Nouvel, Vice-President of Products & Solutions Marketing at Broadpeak, highlighted AI as a “game-changer for many aspects of the video delivery chain, particularly content production and observability”. However, she noted, “The adoption of this technology requires heavy computational resources.”

This is where edge computing steps in as a vital solution, allowing operators and video service providers to dynamically repurpose resources based on actual consumption during off-peak hours, ensuring efficient and effective content delivery. 

In an age where personalisation is key to monetising video content, Nouvel underscored the importance of edge computing-driven CDNs, saying, “To efficiently convert ads into actual purchases, we need personalised experiences.” However, she cautioned, “This level of personalisation requires significant computational power for transcoding ads, manipulating manifests, and running AI-powered ad decision servers.”

Edge computing meets this demand by ensuring the necessary resources are allocated in real time, allowing for immediate adjustments to content delivery.

She continued, “Broadpeak is invested in unlocking and harnessing the full potential and computational power of edge computing. By making our cache servers very efficient on affordable hardware, we provide the prime conditions for implementing edge computing applications.” 

Looking ahead, Nouvel is optimistic about the future applications of edge-based content delivery. “We can foresee content preparation and ad personalisation becoming significant use cases for edge computing,” she explained. Yet, she believes security is where edge computing can truly shine. “The possibility of detecting attacks, tokens sharing, illegal redistribution of content, and the trigger of countermeasures can be based on mechanisms hosted at the edge,” Nouvel concluded, underscoring the potential of edge computing to not only enhance personalisation but also strengthen security protocols.