If you need to update a published session report or add attachments (images, files, links), send a note to osullivan@dvb.org.
Attracting streaming companies to contribute (to DVB)
Host: Peter MacAvock Reporter: Peter MacAvock Session goal: The following is the convenor’s summary of a DVB World Unconference session aimed at scoping an attractive proposition for streaming companies to join DVB to solve their technical issues
Summary of discussion:
Slide deck used to guide the discussion.
Attracting streaming companies – what I took from the discussion
- Stop trying to “hunt” them – create reasons they have to engage
The clearest takeaway is that we won’t attract the major streamers through outreach alone. They will only engage when there is a real need, a risk, or a dependency.
Action Shift the strategy from “how do we attract them?” to “what problems do we create or solve that require them to be in the room?”
- Be clear about why anyone shows up in the first place
From experience and the discussion – companies engage for four reasons:
- To enable something new
- To influence an outcome
- To ensure interoperability
- To meet compliance (either content access, market access or legal – although corporate responsibility e.g. sustainability may also be a lever) requirements
And critically, it’s almost always driven by individual champions, not a corporate directive.
Action
- Focus on use cases where we can genuinely deliver against those four drivers.
- Identify and work with the individuals inside organisations who have a problem to solve.
- Anchor everything in real, shared problems
Where the conversation got most productive was around common problem spaces, not organisational positioning:
- Live and premium events (especially sport)
- Accessibility and prominence
- Interoperability between broadcast and streaming
- Scalable, resilient distribution
Action
- Define specific, practical work items – not abstract discussions.
- Make DVB the place where those problems actually get solved.
- Regulation is not a side issue – it is the lever
The reality is simple: if there is no pain or no gain, they won’t come.
Regulation – done well – creates both.
Action
Work closely with country regulators (we need them in the room!), European bodies and PSBs (we need them in the room!) to shape the principles and direction of travel.
Ensure DVB is positioned as part of the delivery mechanism.
- Focus on doing, not restructuring
We are unlikely to fix fragmentation through structural change. Progress will come through joint, practical projects.
Action
- Prioritise collaborative delivery (e.g. interoperability tools, test suites, DRM work).
- Let relevance grow from execution.
- Lean into what DVB is genuinely good at
DVB is strong at the project office, running projects and turning work into usable outputs.
Action
- Position DVB as the delivery engine for cross-industry work.
- Be more visible about what we produce.
- Accept the cultural and structural reality
We are dealing with different cultures and operating models. Streaming companies are not naturally standards-driven – they engage when they have to. Perhaps embrace the “cow path” standards support role – I have a slide deck from John Simmons somewhere on this! Talking of John Simmons didn’t he have a role representing MS, Apple and Netflix at DVB at one point?
Action
- Keep everything practical, time-bound and outcome-driven.
- Be precise about who we actually want
“Streamers” is too broad. Different parts of organisations have different needs.
Action
- Be explicit about which teams we want in the room – and why.
- Use the moments that matter
Industry events are important opportunities to shape positioning and narrative.
Action
Use InterSDO at NAB, IBC (tech papers etc) to frame the conversation and signal leadership.
- Keep the strategy grounded in open standards and public value
There is growing alignment around open standards, long service life and inclusion, and sovereignty…
Action
- Anchor work in open standards and public value outcomes.
Overall conclusion
We won’t attract streamers by asking.
We will attract them by solving problems they cannot ignore.
Our role is to define those problems, create the right conditions, and deliver practical solutions that make participation worthwhile.
Next steps:
Recommendations:
1. Joint Projects: Work with the organisations they work with, promote consolidation between them for example:
SVTA – DASH-If calls, TM-Stream is systematically invited
CTA-WAVE has done some significant work for HbbTV testing
DRM work on DVB-I
2. Europeans and European technologies are very prominent in streaming companies, so cultural difference may not be as large
3. DVB’s USP is the Project Office. Other US-based SDOs less well managed. 3GPP an exception
4. Exploit synergy opportunities like NAB and IBC InterSDO meetings.