At IBC 2025, our Chief Revenue Officer, Ian Franklyn, spoke with IABM shedding light on one of the most pressing challenges in the media industry today: delivering seamless streaming experiences at scale.

In the conversation, Ian emphasized the importance of what we call the “better together approach”, a tightly connected ecosystem where broadcasters, ISPs, and technology enablers - like MainStreaming - collaborate to guarantee outstanding Quality of Service (QoS) and Quality of Experience (QoE) for audiences.

This philosophy is at the core of our technology. With a solution deployed exactly at the Edge, MainStreaming brings streaming closer to the end viewer, unlocking the highest QoE. But achieving this requires going inside ISP networks, and thanks to our partnership-driven approach, we have already proven success stories with Deutsche Telekom and British Telecom.

By working hand in hand with ISPs, we not only free up valuable network capacity, but also create an entirely new level of video delivery, where ISPs host the infrastructure and MainStreaming delivers video on behalf of content providers. The result is a more efficient, sustainable, and scalable streaming ecosystem.

As Ian highlighted, collaboration is the key to future growth. By joining forces, the industry can ensure seamless streaming experiences that meet rising viewer expectations, while also driving long-term innovation and sustainability.

Watch the interview with Ian Franklyn also on IABM TV