Rapid Growth for Streaming Service

In programming, reactive systems are constructed using design principles that allow a number of individual applications to be treated as a single unit. These cohesive systems are capable of reacting to environmental stimuli as a unit, while at the same time remaining cognizant of each individual application.

A case study for the entertainment industry focused on the use and benefits of reactive architecture for an online streaming platform maintained by a major content provider. The study found that the reactive architecture platform translated to considerable digital growth.

Reactive architecture is an important tool when it comes to staying relevant in today’s highly competitive streaming environment. Rapidly building and effectively delivering a clearly branded online streaming platform can be particularly challenging as established streaming platforms continue to expand and dominate the market.

Unsurprisingly, Netflix remains the most prominent brand in the modern streaming landscape. Thanks to original series like Orange Is the New Black, Stranger Things, The Queen’s Gambit, and Bridgerton, Netflix has established a recognizable brand that is used by approximately 209 million subscribers around the world.

Amazon Prime technically ranks as the second most used streaming service in the world, though it is unclear how many of the 175 million subscribers actively use the streaming service and how many are simply taking advantage of the many benefits of being an Amazon Prime member, such as free shipping. That said, streaming hits like The Marvelous Mrs. Maisel and Invincible demonstrate Amazon’s impact on the streaming world.

Other popular platforms include Disney+, which amassed nearly 104 million subscribers in just 2 years, and HBO Max, with an estimated 67.5 million users. Even more niche platforms have managed to establish themselves, such as Discovery+, with 15 million subscribers.

The challenge of effectively establishing a streaming platform is multi-faceted. From a brand perspective, many platforms must advertise the fact that subscribers have access to content from secondary subscribers. For instance, many viewers may be unaware that The Simpsons can be found on Disney+, as the two brands are not closely associated.

Streaming platforms must also strive to maintain a positive customer experience, considering the many alternatives subscribers have. In order to address the high demand for new streaming content and take advantage of the market’s considerable revenue potential, brands must develop platforms that are widely available and involve minimal buffering.

By implementing reactive systems, the streamer that was the subject of the case study was able to successfully develop a real-time, multi-tenant online streaming platform capable of delivering not only branded content, but also content produced by organizations such as ESPN, WWE, PlayStation, the National Hockey League, and more.

After going live, the platform attracted 24 million subscribers in just a few weeks. By 6 months, the platform had reached the 50-million subscriber milestone. Despite this rapid growth, reactive systems helped the streamer avoid significant delays, buffering issues, or other end user problems that often hamper growth and customer experience.

Of course, reactive systems can be used across a range of diverse industries outside of the online streaming marketplace, such as the hospitality, logistics, eCommerce, and financial services industries.