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MacDirectory magazine is the premiere creative lifestyle magazine for Apple enthusiasts featuring interviews, in-depth tech reviews, Apple news, insights, latest Apple patents, apps, market analysis, entertainment and more.

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get meaningful content for a few bucks more." According to Bernstein Research, they were losing about $5 per subscriber for their expanding list of channels/ shows but they can make that up – and a whole lot more – by capturing more of the digital ad budget. In addition, there's so much great content streaming that folks have a hard time knowing where to start (49 percent, according to Hub Research) so they get recommendations from family/friends/strangers and then … Google it. The point is there is a massive demand for what content producers and owners have to offer around the globe and OTT services are moving quickly to capture more eyeballs. The key to service providers capturing more subscribers means they have to constantly keep adding more original content to increase the value of their service. The new diversified media companies will increasingly rely on AI (a topic that was a unifying theme across a number of the IBC sessions) to monitor and control their cloud-based content supply chain. But 5G and Wi-Fi 6 will open the floodgates for content even at a slightly higher cost. Ericsson projected there would be 1.9B 5G mobile broadband subscribers by the end of 2024. The rest? Mostly 4G LTE and Wi-Fi but that will be acceptable for most people streaming content. But the great takeaway from Ward's presentation was that it's not an all or nothing issue or streamed video at any cost. Infrastructure Build-Out – 5G will arrive faster than some think and slower than others think. The challenge is the time-consuming and expensive build-out of towers, fiber, cells and data centers. Unfortunately, it won't happen overnight or even in just a couple of years. But it will be good! Volumes of Content – The creative industry is already working on developing and polishing content solutions that will more than take advantage of the new capacity with dramatically improved VR/AR/XR content solutions.

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