April 30, 2026
April is always a pivotal month for the broadcast industry, and for many attending NAB Show, it can provide a clearer picture of where the market is heading and the priorities for broadcasters and streaming providers.
As we’ve seen many commentate there was a feeling of a quieter show in Las Vegas this year, but for anyone, us included that had pre-arranged meetings, the show floor still unearthed some great, engaging conversations.
There was certainly a shift in the tone of these discussions in recognising that cloud adoption is no longer a new concept, and that real measurable outcome comes from practical implementation. The industry is no longer in the ‘launch phase’, today the focus in on scale and monetisation with a growing focus on cloud-native, SaaS-based playout.
Speaking from the show floor, Lelde Ardava highlighted Veset’s continued focus on cloud playout with key announcements including self-service subscriptions for reduced time to market and the upcoming launch of OTT/FAST playout designed to provide a more accessible entry point for broadcasters.
As Lelde explained: “You can launch your new channel within hours, not days. That speed, combined with competitive pricing and flexibility is what broadcasters are really looking for right now.”
A particular highlight for Veset was the contribution of Martins Magone, who presented at the Broadcast Engineering and IT (BEIT) Conference. His session focused on the operational realities of scaling modern channel portfolios and how the industry is moving away from static, hardware-based workflows toward dynamic, cloud-native environments that can adapt in real time.
This shift was echoed in many of the conversations taking place throughout NAB and even extended beyond the convention center with Veset contributing to wider industry discussions.
There is still a key tension in the industry. While cloud playout has made channel launches faster and more accessible, scaling those channels introduces new operational challenges.
Broadcasters are now managing larger channel portfolios, each with a set of unique requirements across regions, platforms and viewers. This increases the need for unified workflows across ingest, scheduling and playout, consistent quality across distribution channels, and just as importantly a flexible infrastructure that can adapt to changing demand.
Without the right systems in place, growth can quickly lead to inefficiency.
A notable takeaway from NAB Show was the growing demand for simplicity. Broadcasters are increasingly looking for solutions that are easy to use and cost-effective. The ability to launch channels quickly without hefty up-front costs is becoming a key differentiator.
This is particularly relevant as niche content providers and FAST channel operators enter the industry. These companies often require lightweight, flexible solutions that allow them to test and scale quickly, without the constraints of traditional hardware infrastructure.
Veset’s focus on self-service, ease of use and competitive pricing directly addresses this shift, positioning cloud playout as an accessible SaaS solution for a broader range of customers.
As Martins observed: “The conversation has shifted. It’s no longer about whether cloud works, it’s about how to make it work at scale. Broadcasters need solutions that bring workflows together, reduce operational friction and allow them to grow without constantly adding complexity.”
There is a clear direction for cloud playout as an operational enabler that prioritises speed, scalability and adaptability. As the industry continues to evolve, the ability to combine innovation with usability will be critical. The broadcasters that succeed will be those that can move quickly, scale efficiently and embrace the flexibility that cloud-based solutions provide.
