How cloud opens up new revenue pathways for broadcasters

Cloud technology is transforming the broadcast industry, and this change is no longer confined to cost-efficiency. With viewership patterns shifting from traditional broadcast to streaming, broadcast TV advertising revenue is seeing a declining trend. This, in turn, is pushing broadcasters to tap into smarter, cloud-powered distribution models that open up newer revenue streams and help them become multi-platform businesses.

Here's how the cloud is bringing about this change ...

Repurposing archives: Breathing new life into existing libraries

Cloud enables broadcasters to reimagine their archives by repurposing existing content into themed, 24/7 linear digital channels for distribution on Free Ad-supported Streaming TV (FAST) or libraries for Advertising Video On Demand (AVOD) platforms. The cloud enables broadcasters to launch and operate new channels or platforms, then distribute content to multiple streaming destinations within weeks. Cloud storage and AI metadata tagging make it easier to surface and repackage the content. These channels are further monetized through dynamic ad insertion, helping generate revenue from archives.

With the FAST global market set to surpass $10 billion in ad revenue by 2027 and global AVOD revenue growing at double-digit rates through 2028, with a five-year CAGR (compound annual growth rate) of 141%, broadcasters can leverage this boom to continue delivering value.

READ: How FAST channels complement on-demand strategy

Global syndication: Localized content, global reach

Cloud-based workflows help broadcasters syndicate content (distribute or license content across diverse platforms) globally, enhancing reach and relevance. With AI-powered localization tools, you can add subtitles, dub content, and ensure regional compliance, making sure the right content reaches the right audience.

Syndication also opens up possibilities for a niche show to find newer audiences across the globe via OTT and FAST platforms. With the emergence of cloud-native content marketplaces that allow FAST services and content owners to connect on a unified interface, syndication becomes streamlined — improving monetization potential through ad-supported or revenue-share models.

Pop-up channels: Capitalizing on events

One of the unique advantages that cloud offers, which might seem far-fetched compared to traditional broadcast systems, is the capability to launch pop-up channels. Pop-up channels allow broadcasters to launch time-bound linear streams around special events like sports tournaments, elections, or award shows. This happens by spinning up cloud infrastructure for the duration of the event and spinning it down when the event ends, all without upfront investment and lock-in of hardware infrastructure.

Advantages include driving engagement and revenue through exclusive sponsorships, premium ad slots, and even pay-per-view models.

READ: Unlock the future of live broadcasting

Short-form video: Monetizing the moment

Today, a significant chunk of content is consumed by Gen Z (people born between 1997-2012), who spend over 6 hours or more on their mobile phones. This opens up a massive opportunity for short-form video content. Platforms like TikTok, YouTube Shorts, and Instagram Reels attract billions of daily views. Cloud empowers broadcasters to generate snackable clips of long-form content and monetize them via platform ad programs, as well as funnel viewers back to their main content offerings.

Cloud-native platforms help clip and publish live streams across diverse digital destinations, with automated transcoding and formatting. The result is an always-on engagement engine that brings incremental revenue and brand amplification.

Partner-branded hubs: Deeper brand integrations

Brands want more than ad slots — they want storytelling. Partner-branded content hubs let broadcasters create dedicated digital spaces sponsored by a single brand. These hubs can house curated playlists, highlight reels, or mini-series aligned with a sponsor's identity.

Cloud infrastructure enables seamless updates across web, mobile, and CTV apps. Branded hubs boost revenue through sponsorship deals while enhancing user experience with cohesive, value-driven content packages.

User-generated content: Turning viewers into creators

User-generated (UGC) content is an untapped goldmine; a study shows that it is 9.8x more impactful than influencer-generated content. UGC content can significantly benefit sports leagues and entertainment shows, where fans can submit reactions, edits, or commentary, creating a lean-in media experience. This content can be monetized via platform ad revenue, sponsorships, or premium compilations.

Cloud-native solutions allow for scalable ingestion, moderation, and publishing of UGC content. More engagement can mean more data, increased views, and ultimately, enhanced revenue.

Cloud technology is no longer just a backend upgrade—it's the foundation for a modern, multi-revenue broadcasting model. Amagi's Cloud Modernization solution helps customers realize the operational benefits of migrating from legacy infrastructure and supports phased migration, coupled with advisory and managed service capabilities.

• Read our cloud modernization report
• Learn more about our Cloud Modernization solution