Hybrid Media Distribution: Bringing Satellite into Cloud Workflows

The future of media distribution is increasingly hybrid. While cloud-based workflows have transformed the way content is produced and delivered, satellite remains one of the most efficient and reliable ways to distribute live content at scale. Rather than choosing between cloud and satellite, media rights holders, broadcasters and distribution service providers increasingly want the flexibility to use both, selecting the most effective distribution method for each event, audience and geography.

At IBC 2026, Eutelsat is showcasing a new hybrid solution built on Amazon Web Services (AWS) that makes it easier to combine cloud and satellite distribution workflows. The solution introduces a new capability that allows users to self-provision and activate Eutelsat satellite capacity through a simple web interface, significantly reducing provisioning times and simplifying access to satellite distribution services. By integrating satellite capacity management with existing cloud workflows, the solution helps customers automate operations, accelerate time-to-market and streamline billing and service management.

Driven by customer demand

The solution was developed in response to direct feedback from media rights holders, broadcasters and service providers looking for a simpler way to incorporate satellite into their live distribution workflows. Many customers have standardised production, content management and distribution operations in cloud environments, while continuing to rely on satellite for large-scale content distribution feeds. 

For premium live sport and major news events, where a single feed may need to reach hundreds of broadcasters, affiliates and distribution partners simultaneously, satellite's one-to-many architecture often remains the most cost-effective delivery method. Customers increasingly want the operational simplicity and automation associated with cloud services while retaining the scale and resilience of satellite distribution.

A new way to access satellite capacity 

The new self-provisioning solution integrates Eutelsat's satellite distribution services within the same cloud-based operational workflows many media organisations already use to manage content distribution.

Traditionally, booking and activating satellite capacity can involve multiple manual steps and coordination across different systems. The new self-provisioning capability streamlines that process, enabling customers to request, activate and manage satellite distribution services more quickly and efficiently.

Satellite becomes a fully integrated element within a broader hybrid distribution strategy, alongside CDN and IP-based delivery options. Customers can select the most appropriate delivery method based on audience size, geography, resilience requirements and commercial considerations, while maintaining consistent operational workflows across services.

The result is faster service activation, improved workflow automation and a simpler operational model that combines the agility of cloud-based processes with the scale and efficiency of satellite delivery.

From contribution to distribution 

The solution supports workflows that begin with content originating from a wide variety of locations and production environments. Live feeds can be contributed from remote venues, production facilities, cloud-based production environments or other IP-connected sources before being distributed through Eutelsat's satellite network. All that is required is internet connectivity.

This flexibility allows customers to connect existing production workflows to satellite distribution services without requiring significant infrastructure changes. Whether content is produced on-premises, remotely or in the cloud, organisations can incorporate satellite distribution into their overall workflow through a more streamlined and automated process.

Why hybrid delivery matters

Today's media organisations rarely operate within a single distribution environment. Live content often needs to reach OTT platforms, digital publishers, broadcasters, affiliates and rights holders simultaneously, each with different scale, latency and resilience requirements. A hybrid distribution model enables organisations to combine the strengths of multiple delivery technologies:

• Cloud and CDN distribution provide agility and seamless integration with digital workflows.
• Satellite distribution delivers highly efficient one-to-many distribution when the same live feed must reach large numbers of destinations simultaneously.
• Hybrid workflows allow customers to select the most effective delivery path for each event, audience and geography while maintaining operational consistency.

Example use case: Live sports distribution

A media rights holder distributing a major football tournament across Europe may use cloud-based production and content management workflows while relying on satellite to distribute live match feeds to hundreds of broadcaster affiliates and rights partners simultaneously.

Taking content further with Globecast Content Exchange

Eutelsat and Globecast, a leading provider of broadcast, media, and entertainment managed services, have further integrated Eutelsat services within the Content Exchange platform, reinforcing a long-standing collaborate on between the two companies. 

The Content Exchange platform now features advanced capabilities to provision, manage and monitor contribution and distribution feeds across satellite, fibre and IP infrastructure. Globecast also mobilises its operations teams across the globe to provide clients with seamless support, and access to expert resources, ensuring the delivery of optimised high-end infrastructure solutions. Furthermore, Content Exchange seamlessly integrates with other products and systems, broadening the range of services available to clients. 

By bringing satellite into their AWS environment, and integrating with Content Exchange, Eutelsat enables customers to combine these capabilities within a single workflow, simplifying operations while expanding delivery options.

Cristiano Benzi, SVP Global Video Product, Eutelsat, commented, "Live sport doesn't wait for provisioning delays, and neither should our customers. This solution makes it far easier to access and activate satellite capacity within modern cloud-based operational workflows, helping organisations automate processes and reduce time-to-service. More importantly, it allows satellite distribution to be integrated alongside other delivery methods within a single workflow. It's a natural evolution of our collaboration with AWS and a direct response to what media customers told us they needed."

Jean-Christophe Perier, CMO, Globecast, said of the solution: "Our customers don't think in terms of satellite versus cloud. They simply want the most effective way to distribute content. Being able to provision Eutelsat satellite capacity directly from within our AWS environment removes operational friction and allows us to build truly hybrid workflows, combining CDN, IP and satellite distribution from a single platform. For large-scale live sports and news distribution, that's a significant advantage."