Launching Multiviews at Scale: Thinking Strategically
Executive Summary
The growing appetite for multiview experiences across sports, news, and entertainment is transforming how content providers engage audiences. Viewers increasingly expect the ability to watch multiple live events simultaneously, whether tracking several games, following breaking news, or enjoying dynamic entertainment formats. To meet this demand, providers must orchestrate a comprehensive launch strategy—integrating production technology and infrastructure, client capabilities, content planning, and marketing execution.
Launching a successful multiview product is more successful with upfront planning. Its important to outline the investigations, decisions, and actions needed to launch multiviews at scale, with a strong emphasis on accelerating time-to-market, optimizing the subscriber experience, and unlocking monetization.
Operational and Technical Readiness
Technical Logistics: Rapid deployment requires operational discipline and efficient technical workflows. Understanding the workflow up front saves valuable time. Consider:
Video Source Ingestion of Additional Live Short-Lived Channels: Create streamlined ingestion pipelines capable of handling numerous concurrent live feeds.
IT Security Requirements: Account for security approval processes and timelines early to avoid delays.
Best Protocol Selection: Choose the most appropriate protocol based on existing workflows. SRT offers secure, reliable transport and is a strong candidate alongside HLS.
Batch Mapping: Leverage batch import of predefined layout mappings to reduce setup time and support event-driven automation.
Layout and Design: Multiview design must align with user needs and platform capabilities:
Supported Layouts: Choose layouts that match both the number of simultaneous streams and how easily users can switch between them. Start with simple formats like 2-up, 3-up, and 4-up. Build on these with Hero formats (one large tile surrounded by smaller ones) to emphasize a primary stream. Be aware that rotating the Hero position across feeds multiplies the number of permutations required. Layout design should also reflect whether the feed covers separate games or different views of a single event.
Background Themes: Use neutral backgrounds like black or dark gray for clarity in sports content. Themed or branded backgrounds can be applied for special or sponsored events, offering valuable real estate for logos and regional customization such as team colors to foster local engagement.
Production Quality Composition: Present multiviews as premium, intentional content. Use consistent spacing, rounded corners, and borders to create a polished look. Avoid visual clutter to maintain a high-end feel.
Regional Deployment Strategy: A regional strategy ensures efficient scaling:
Subscriber Slicing: Use Adzones, zip codes, and STB profiles to regionalize multiviews. This preserves advertising and blackout compliance while optimizing bandwidth.
Multiviews Per Region: Vary the number and type of multiviews by region, based on viewership density, content popularity, and device capabilities. For instance, regions with higher local team interest may need more tailored multiviews.
Client-Side Requirements
Audio and Caption Handling: A robust media experience demands flexible audio and caption controls:
Audio PIDs: Include both primary and alternate audio tracks in the transport stream.
Audio Selection: Allow viewers to select the audio tile they want to hear or dynamically switch audio as focus changes.
Closed Captioning: Support per-tile captions or align captions with the currently selected audio. Offer the ability to view captions for a non-focused tile—useful in scenarios like muted news feeds.
User Experience (UX) : Simplicity and clarity are paramount:
Focus Switching: Enable users to easily switch between tiles using remote or touch. In layouts like 4UP with a Hero, make it easy to rotate the Hero position among different feeds.
Mini-Guide Overlays: Add channel names or event labels to each tile so users can instantly identify what they’re watching.
Latency Synchronization: Maintain timing alignment across tiles to ensure a coherent viewing experience.
Future Enhancements: Consider features like favoriting a stream, pinning a Hero, or gesture-based switching.
Content Strategy
Event-Centric Multiview Programming
Align content with audience demand:
Fall Sports: Launch core multiviews for NFL Sundays and NCAA Saturdays.
Playoffs and Finals: Feature major post-season content including MLB Playoffs, NBA and NHL finals.
Special Events: Design unique layouts and branding for March Madness, PGA Majors, Olympics, and tentpole entertainment events.
Daypart Planning
Match multiviews to daily viewing habits:
Morning: News-driven or international events.
Afternoon: Secondary sports and analysis shows.
Prime-Time: Major games or entertainment content with dynamic overlays.
Marketing and Customer Activation
Communication Channels
Website Articles: Provide educational content, walkthroughs, and feature highlights.
Channel Ads: Promote multiview capabilities via brief ad spots.
EPG Promotions: Use in-guide banners or icons to call attention to multiview events.
Influencer Campaigns: Collaborate with sports commentators or digital creators to build awareness.
Sponsorship and Promotions
Sponsored Multiviews: Monetize by integrating brand logos or co-branded layouts.
Upsell Opportunities: Drive premium tier upgrades (e.g., RedZone) through bundled multiview options.
Audience Education
Create easy-to-understand onboarding tutorials.
Offer in-app tours and short video demos.
Use preview tiles or “Try Now” experiences to reduce friction for first-time users.
Key Questions for Stakeholder Alignment
To unify cross-functional teams, align around these launch-critical questions:
What are the top five multiview layouts we should prioritize at launch?
How many multiviews are needed per region and daypart?
What audio and caption functionality is feasible for MVP?
Are all client platforms tested and ready for multiview delivery?
What sponsorship and upsell strategies are aligned with launch?
How should features be tiered across STB generations?
Conclusion
Multiview represents a leap forward in how content is consumed and experienced. Providers that execute on a cross-functional launch strategy—spanning operations, engineering, content, and marketing—will be positioned to capture greater viewer loyalty, increase monetization, and differentiate their platforms in an increasingly competitive landscape.
Launching multiviews at scale is not just a technical achievement—it’s a brand statement, an engagement driver, and a foundation for the future of interactive, personalized video. Reach out to book a demo above to learn more about to deploy multiviews at scale with Skreens.