Video as a universal language: trends, challenges and vision from Flumotion

04/06/2025
Streaming

In a recent interview on 999 Radio, Miguel Chirivella, COO of Flumotion, shared key insights on the role of video in the digital age, from how networks have turned it into the star format to the challenges brands face when integrating video effectively into their strategy.

One of the most revealing moments came when he was asked, quite naturally:
“But what exactly is streaming?”

Miguel answered simply:
“It’s a technology that allows you to consume audiovisual content without having to download it.”
And that’s precisely it: a way to watch, listen, and learn — instantly. No heavy files, no waiting, no barriers.

But streaming, as we understand it at Flumotion, goes far beyond the technical. It’s a way to connect with people, share culture, educate, entertain, and innovate. And that’s exactly what this conversation explored.

About Miguel Chirivella and his approach

An economist by training, Miguel has led numerous digital transformation projects in the media sector as COO at Flumotion. What drives him most are innovation-driven challenges — projects that push both technological and creative boundaries to deliver new experiences for companies and users alike.

Flumotion: almost 20 years leading the streaming evolution

Flumotion Services is approaching two decades of experience. Over that time, we’ve been closely involved in the evolution of online video and the emergence of new ways to consume content. We’ve adapted, transformed and evolved to remain a reference in the streaming world, developing our solutions and collaborating with key industry players.

We’re also proud members of the Club Cámara Valencia, and currently work with major media groups like COPE, Corporación Gallega de Radio, and RTVE. This close relationship with the media ecosystem allows us to understand their real needs and provide high-impact solutions.

Video is no longer the future: it is the present

As Miguel said in the interview, “Video has become the absolute star in social networks”. Platforms prioritize audiovisual content because it connects, moves, and communicates more effectively. For brands, this means having a clear video strategy is no longer optional; it’s essential.

But this highly digital present also has a nostalgic backdrop. There was a time when sharing content felt almost handmade: recording songs from the radio onto cassette tapes, waiting days to burn a CD with our favorite videos, and exchanging physical media with friends.

With the arrival of streaming, everything changed. What was once tangible is now instant. What once had value because of the effort it took to obtain it is now measured in seconds of attention. This shift has transformed more than just technology — it has changed how we relate to culture and brands.

And that’s exactly why video holds so much power today: it’s capable of rebuilding that emotional connection which, amid algorithms and automation, remains the most human of all.

What Do Audiences Want (and How Do We Deliver It)?

Today’s audiences want more than just entertainment. They look for content that looks great, is available when and where they want, and speaks their language — both literally and culturally. They want immediacy, without sacrificing quality. And that’s a major challenge for brands.

This is where Flumotion comes in.

We work to ensure that every part of the experience — what the user sees, hears, and feels — is perfectly orchestrated behind the scenes. How?

Distribution and control of content, whether live or on-demand (VOD), ensuring that it arrives smoothly, securely, and scalably.
Rich metadata, allowing content to be classified and personalized by type, language, audience, or context.
Multilingual subtitle management, tailored to each audience and platform.
Advanced security options, such as geoblocking, login restrictions, and region/user-based access control, protect both copyright and user experience.
Monetization compatibility, with ad integration, tracking and analytics.
Smart storage, optimized for fast, secure, and long-term access.

But beyond the tools, what drives us are the projects that challenge our comfort zone.
Like the time we had to livestream a surgical procedure for an international medical team. The goal was to allow professionals around the world to observe the technique and train in real time. Everything had to be done with maximum security, low latency, and copyright protection — and we made it happen.

It’s this kind of challenge that reminds us: well-managed video can have a real impact on education, healthcare, culture, and society.

“When a well-implemented technology helps knowledge travel faster — that’s where you see the value of streaming.”

Want to hear more?

You can listen to the full interview here:
👉 Flumotion Interview

And if you want to find out how Flumotion can help you transform your video strategy, visit our website → www.flumotion.com