Netflix attempts to revive live TV, but struggles to deliver the drama in real-time.
. But live programming on streaming is more difficult than in broadcasting, and Netflix is far from the first streamer to fall victim to the technical hurdles—especially when it comes to in-demand content.
“You can say it’s so popular that it’s failure by success,” says John Kendall, a media delivery analyst at consulting firm Omdia. Highly anticipated content like a hit reunion show, heavily marketed by Netflix, is what the network needs to stand out. But the snafu may have been caused by too many people trying to access the program. “Netflix has just encountered this problem, but they are not the first, nor will they be the last,” Kendall says.
While broadcast TV makes live television look simple, streamers fall behind because they use a different technique. Broadcasting sends a signal from one to many. Think of this as the traditional TV or radio signal going out, and then many people tuning in by flipping on a TV and selecting the channel. But streaming is a series of unicasts—sending a signal to a single device on demand.
Netflix in particular faces challenges here, Kendall says, because it has only one way to distribute its content: through a Netflix app on a TV, computer, phone, or tablet. Competitors like HBO have people who tune in via apps but also those who use HBO through their cable subscriptions, which diversifies how the channel can distribute content at busy times.
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