Synterra Media, a leading digital partner in the production, processing, and delivery of media content, has analyzed current media market trends and identified three key directions shaping the industry's future.

1. Transition from Hardware to Software Solutions

Traditionally, media production has relied heavily on specialized hardware. However, today, more companies are opting for software solutions that run on standard servers and are more cost-effective compared to developing and manufacturing specialized equipment for the entire TV production cycle. Software solutions are also easier to scale and adapt to changing business needs, and new features and technologies can be implemented much faster than in hardware systems.

Over the past two years, Synterra Media has significantly changed its approach to building infrastructure for its services. Hardware solutions are used in key nodes to handle large volumes of standard operations, while most services are built on software products. The infrastructure for these services is scaled proportionally to the required capacity. This approach not only reduces infrastructure creation costs but also improves operational efficiency.

2. Service-Based Model for Media Production Infrastructure

Instead of purchasing and maintaining their own equipment, more media companies are transitioning to a service-based model, renting the necessary resources in the cloud. The advantages of this approach are clear. These include reduced capital expenditures, as companies no longer need to make large investments in equipment, financial optimization through pay-as-you-go pricing, and the ability to quickly scale resources based on current demand.

Synterra Media has fully embraced this trend, observing increasing demand from its key clients. While two years ago, media holdings preferred to outsource non-critical services via the service model, today, clients are moving key processes to cloud services. This shift places greater responsibility on service providers, not only in terms of fault tolerance and response speed but also in ensuring information security.

3. Growth in Trust and Security of Cloud Technologies

Cloud solutions are becoming increasingly reliable and secure due to advancements in data protection technologies and growing trust in cloud providers, who consistently implement cutting-edge encryption and data protection measures.

The development of terrestrial TV signal delivery also plays a significant role, with interest in this area growing following a series of cyberattacks on media companies in 2023–2024. According to Synterra Media's research, the Russian market for delivering TV signals to pay-TV operator networks via terrestrial communication channels grew by nearly 40% in 2023, reaching 960 million rubles, compared to a 10.1% growth rate in 2022.

The combination of these trends is shaping a new paradigm for the media industry, which includes automating routine tasks, accelerating the development of new products, quickly adapting to changing market conditions, optimizing infrastructure and personnel costs, and leveraging advanced technologies to create higher-quality content.

«The global media industry is moving towards software solutions, favoring flexible server-based systems. Additionally, cloud services are becoming increasingly popular, enhancing the accessibility and reliability of TV production. These trends lay the groundwork for creating a unified digital environment for the Russian media industry. Synterra Media is actively contributing to the formation of this new media landscape by offering innovative solutions based on the latest technological advancements», said Grigory Uryev, General Director of Synterra Media.