FROM THE INDUSTRY
What began as a novel feature has rapidly become a strategic response to shifting audience expectations, offering content providers new tools to engage fragmented viewers across a variety of platforms. Multiview is fast becoming a staple of the live streaming experience. As broadcasters, rights-holders and platforms explore its full potential, it is starting to reshape technology, viewer engagement, monetisation and how live stories are told – all in response to the increasingly personalised nature of content consumption. From Passive Viewing to Personalised Experiences Modern audiences, especially those aged 18 to 34, expect their media experiences to be interactive, customisable and on- demand. A recent sports study by Parks Associates, a consumer technology research firm, confirms that poor video quality is a major issue for younger viewers, especially those who value interactive features like Multiview and in-game statistics. The standard linear broadcast model, with a single feed and fixed perspective, does not always meet these expectations. Instead, users now seek out formats that mirror their experiences elsewhere in the digital ecosystem - on platforms like TikTok, YouTube and Netflix, where personalisation is king. Multiview aligns perfectly with this behavioural shift. It enables fans to take control of their live experience, choosing from multiple games or perspectives, switching seamlessly between audio feeds, or even enlarging a specific view to full screen when the action heats up. For sports in particular, this fosters a deeper connection with the content, whether the
Driving Deeper Engagement Through Interaction The biggest impact of Multiview may not be technological at all, but actually emotional. By letting viewers toggle between multiple streams and perspectives, Multiview transforms the role of the audience, from passive consumer to active participant. Fans can now follow multiple games during tournaments, track rivalries or keep tabs on simultaneous events without missing a moment. This creates a new kind of engagement, one that feels personalised and participatory. During high-profile events like the Olympics, March Madness or the NFL season, Multiview usage has surged, driven by fans’ desire to stay connected to parallel storylines. Even in casual settings, it has become a way for families or friends to watch together while following different interests. The implications extend into monetisation too. With viewers engaging more deeply, and staying on-platform longer, Multiview introduces fresh commercial opportunities. Sponsors can use in-feed overlays, split- screen branding or interactive graphics to deliver more relevant and less intrusive experiences. Its server-side design means branded elements can be integrated smoothly, without disrupting the core stream or demanding additional app downloads. The format is also well-suited to personalised advertising, where different viewers see targeted offers within the same Multiview stream, turning individual moments of attention into measurable outcomes.
user is checking in on a marquee matchup or tracking a favourite player in a parallel stream. The appeal of Multiview extends beyond sports enthusiasts. It taps into a broader cultural shift, one that places a premium on autonomy, attention agility and real-time responsiveness – the traits that define how audiences now engage with media. Upgrading Streaming Without Upgrading Devices A core advantage of Multiview streaming lies in its device-agnostic architecture. Rather than relying on complex client-side rendering, which demands significant processing power and consistent performance across an array of consumer devices, the compositing of multiple feeds can now be handled entirely in the cloud. This reduces technological friction for viewers and broadcasters alike, enabling delivery of a seamless Multiview experience on everything from legacy set-top boxes to mobile phones and tablets. This shift towards cloud-based rendering also allows broadcasters to deploy and scale Multiview offerings quickly and cost- effectively. By spinning up compositing instances only as needed, providers can tailor resources to match demand, ensuring scalability without excessive infrastructure investment. This server-side model ensures seamless compatibility across regions and platforms, offering both consistency and resilience without requiring bespoke integrations. The result is a democratisation of advanced viewing features. Users don’t need high-end hardware to access them. Service providers don’t need to overhaul existing ecosystems to support them. A streaming environment can now deliver high-impact interactivity without compromise, available to every viewer regardless of device or bandwidth.
Why Multiview Matters Beyond Live Sports
While live sports are the most visible proving ground for Multiview, the concept is gaining traction in other content verticals as well. Live news events, election coverage, music festivals, esports tournaments, and even interactive drama could all benefit from Multiview’s ability to present simultaneous narratives without overwhelming the viewer.
Volume 47 No.4 DECEMBER 2025
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