The Veset team attended Hamburg OPEN 2026 last week for the second year in a row, and it proved once again to be a genuinely relevant and highly engaging meeting point for the DACH broadcast community (Germany, Switzerland and Austria).
Here is our take on the key themes that stood out at this year’s event:
The three themes that consistently stood out were cloud adoption, digitalisation and cost efficiency. It became apparent that cloud workflows are no longer a speculative topic for broadcasters and media companies, they are now integral to their strategic planning.
Many visitors spoke about how cloud solutions are increasingly seen as a mature and viable alternative to traditional on-premise infrastructure, especially for playout and disaster recovery (DR). No longer is cloud playout just about replacing hardware it’s now being used to transform the way channels are launched and managed. Cloud platforms like Veset Nimbus enable broadcasters not only to scale operations but to streamline costs and improve delivery efficiency, which is crucial in today’s competitive media landscape.
When it comes to DR there’s a notable shift from it being just an add-on service to a core operational requirement as broadcasters strive to maintain channel continuity no matter what challenges arise be it cyberattacks or infrastructure outages. Cloud playout can replace costly, static DR backups with scalable, flexible cloud-native strategies that provide real-time failover and geographic redundancy transforming what was once an expensive insurance policy into an active part of resilient broadcast workflows.
Our CTO, Martins Magone, also reinforced this perspective during his Media Tech Stage presentation, underscoring that broadcasters are now focused on how to implement cloud-native DR efficiently and securely instead of procrastinating.
While cloud technology itself is widely accepted, many attendees emphasised the importance of control, data sovereignty and predictable costs, especially in the DACH region. There’s growing interest in regional cloud solutions, driven by compliance requirements and a desire to maintain operational autonomy. Securing operations and ensuring continuity without over-reliance on any one infrastructure provider are becoming essential considerations for broadcast teams.
The regionality theme is also being nuanced by a notable trend for European-based cloud solutions. While broadcasters broadly accept cloud technologies, there’s rising
concern around dependence on non-regional cloud providers, especially given evolving data protection and governance expectations in Europe.
The debate has certainly moved on from whether cloud makes sense, to questions about implementation, security, cost predictability and operational continuity. Cloud adoption is moving beyond early experimentation into strategic deployment and optimisation, which means not just shifting workloads but rethinking operational resilience and financial governance too.
Overall, Hamburg OPEN confirmed that cloud-native broadcast workflows have strong momentum in the DACH region. Cost-effective, resilient solutions that also support local alignment and compliance are now top of mind for broadcasters and media owners alike. Broadcasters are clearly thinking beyond incremental upgrades and instead steadfast on how to build and protect their operations for the future.
Veset’s all-in-one cloud playout platform, Veset Nimbus, is one example of a SaaS cloud-native solution that offers the flexibility to scale easily and the ability to adapt quickly to changing needs. It also leverages the cloud’s distributed architectures for resiliency and provides reliability through built-in redundancy.
Veset will be showcasing its cloud playout solution Veset Nimbus at NAB Show from 18th – 22nd April 2026. Call by Booth W2356 to meet the team or get in touch with Veset today to arrange a meeting or demo slot.
