EBU confident of shared cloud future

The initiative to create a Shared Hybrid Cloud Ecosystem for European Public Service Media, was defined last year by the EBU’s Cloud Strategy Group. 

“The overwhelming finding is that it can work — but there are hurdles we should be aware of and navigate,” said Brian Wynne, Head of Technology Infrastructure at RTÉ and Chair of the EBU Technical Committee. 

The strategy centres on digital sovereignty, cloud‑native design, portability, and shared innovation enabling PSBs to “build once and share many times” while gaining leverage in a cloud market dominated by US hyperscalers. To test its viability, the EBU commissioned a feasibility study drawing feedback from 13 PSBs. 

Professor Thomas Streinz, Joint Chair at the European University Institute, said, “The high‑level finding is that it is feasible. But feasibility depends on political will, financial capacity, and overcoming organisational and social challenges.” 

The study found that most PSBs already use multiple cloud providers, with US hyperscalers still dominant. However, broadcasters expressed interest in shifting toward a mixed ecosystem of EU and non‑EUproviders, aligning with sovereignty goals. Migration costs and complexity remain barriers, but none were considered insurmountable. 

One notable concern was a limited willingness to design shared solutions, despite shared development being central to the strategy. 

“You sense less of a mind‑sharing mindset than expected,” Streinz said. 

He highlighted a rapidly evolving regulatory landscape, including the upcoming EU Cloud and AI Development Act and a new Public Procurement Act, which will reshape how PSBs procure cloud services. 

“Cloud is increasingly becoming a regulated industry,” he said. “Public service media must anticipate what regulation will look like.” 

The study concludes that progress will likely require prioritisation, clear governance, and a coalition of willing broadcasters rather than all PSBs moving at once. 

“You can move ahead, maybe not with everyone, but with those ready to develop,” Streinz said.