From One-to-Many to One-to-One: How Digital Platforms Have Transformed Broadcast and how Simplestream Powers the Future

For decades, broadcast was built on a simple premise: one-to-many. A single linear signal was pushed out to millions of viewers at the same time with the same content and the same ads. It was a model that worked for an era of limited choice and universal schedules.

Today, the modern viewer expects everything to be personal and tailored. Digital platforms have shifted the industry from the traditional one-to-many broadcast model to a dynamic one-to-one content delivery ecosystem. Instead of reaching “everyone,” broadcasters and content owners can now reach each viewer individually with targeted ads, personalised content recommendations, tailored visual experiences, and platform-specific delivery.

The new one-to-one reality

The rise of mobile, OTT, and connected TV platforms has reshaped audience habits. No two users watch the same way anymore. Viewers consume content in the way and at the time it suits them.  

This shift doesn’t just affect viewing behaviour it affects monetisation. Once, free to air broadcasters relied on mass-market advertising, with measurement and the advertising spend being verified by a body such as BARB and Nielson - with a modest sample data set.

Now, targeted ad delivery has become the industry standard. What Sky Media spent years pioneering with Sky AdSmart the long-standing cornerstone of addressable advertising is now the expectation across the entire ecosystem. Every major platform is “ad smart” by default, especially for mobile and OTT users.

Reaching audiences everywhere: Simplestream’s multi-platform reach

As the industry evolves, so does the distribution landscape. It’s not enough to deliver a stream; it must reach viewers wherever they are. That’s why Simplestream enables partners to distribute and monetise channels across all major connected TV and digital platforms, including:

• Freely

• EE TV

• Sky Glass

• Amazon Fire TV

• Google Live Channels

• …and more

This multi-platform reach ensures that your content is discoverable wherever the viewers are. No matter where or how you are delivering your content, Simplestream ensures the right stream hits the right screen under the right conditions.

Why this matters for broadcasters today

As the market shifts toward personalised digital viewing, broadcasters face new challenges:

• Fragmented devices and platforms

• Increasing expectations for ad targeting

• Pressure to modernise aging linear workflows

• Need for scalable distribution beyond traditional broadcast

Simplestream solves these problems with a unified, cloud-based approach to streaming, channel delivery, and monetisation. Instead of operating separate workflows for each platform, content owners can build once and deliver everywhere with support for dynamic ad insertion and platform-specific requirements.

The future

The transformation from one-to-many to one-to-one is nowhere near finished. As audiences become even more device-centric and advertising becomes fully addressable across all screens, broadcasters must keep evolving to meet expectations.

Simplestream supports this evolution by giving content owners the tools to reach audiences with precision and flexibility across all major digital platforms without relying on extensive internal teams or complex infrastructure. By removing the operational burden of delivery, Simplestream ensures that viewers can access content effortlessly, wherever and however it suits them best.

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