Smarter Multi-CDN streaming:
How content steering and CMCD shape the future of video delivery
In today’s streaming world, scale and quality of experience must go hand in hand. Viewers expect instant start-up, uninterrupted playback and crystal-clear video on any device, anywhere. For providers, that means more than just building bigger delivery pipelines. It’s about building smarter ones.
No single CDN can guarantee perfect performance across all regions and scenarios. That’s why the industry is moving toward multi-CDN strategies and adopting open standards that bring intelligence and interoperability into the delivery chain. Two of the most important developments leading this transformation are Content Steering and Common Media Client Data (CMCD).
Together, they enable providers to deliver resilient, adaptive and experience-driven streaming, without unnecessary complexity for operators or interruptions for viewers.
What is Content Steering?
Content Steering is a new standard designed to make multi-CDN streaming seamless. Instead of relying on static routing or DNS tricks, it enriches manifests with metadata that guide players to a steering service.
- Manifest-Based Approach: Players get not just segment URLs, but also instructions on which CDN to use.
- Dynamic Updates: Steering decisions can change mid-session to respond to performance, congestion, or policy.
- Open Standard: Built for interoperability across CDNs, players, and packagers.
By making CDN switching part of a standards-based workflow, Content Steering ensures that video delivery remains resilient, efficient, and future-proof.
What is CMCD?
While Content Steering focuses on which CDN should deliver a stream, CMCD focuses on how well the stream is performing.
Common Media Client Data (CMCD) is an open standard that lets players share real-time playback data with delivery systems. Instead of treating requests as simple “GETs” for video segments, CMCD adds valuable context: buffer levels, bitrate selection, playback state, dropped frames, and more.
This transforms CDN operations by bridging the gap between network metrics and viewer experience (QoE).
- Client-Side Signals: Each request includes telemetry about player health.
- CDN Intelligence: Networks can use this data to optimize routing, caching, and edge logic.
- Analytics & Business Value: Providers gain a unified, data-rich view of performance across devices and regions.
How they work together
Content Steering and CMCD aren’t just complementary: they’re stronger together.
- Resiliency & Failover: If one CDN degrades, Content Steering reroutes traffic; CMCD provides insight into how that impacts playback.
- Smarter Multi-CDN Decisioning: Steering services can make better choices by combining network data with CMCD’s client-side context.
- Operational Intelligence: Providers can see not just “what was delivered,” but “how it was experienced,” closing the loop between delivery and QoE.
Real-world benefits
By adopting Content Steering and CMCD, streaming providers gain:
- Resilient Streaming at Scale: Automatic failover and smarter distribution across CDNs.
- Improved Viewer Experience: Fewer buffering events, faster start-up, and smoother playback.
- Operational Flexibility: Intelligent, automated traffic management without manual intervention.
- Cost Optimization: Balance spend across multiple CDNs while maintaining QoE.
- Future-Proofing: Both standards are backed by industry leaders, ensuring long-term interoperability.
Why see this at IBC?
IBC 2025 is the perfect chance to experience these innovations firsthand. At AgileTV’s booth, we’ll demonstrate how Content Steering and CMCD turn multi-CDN delivery into a smarter, standards-driven process that benefits operators and viewers alike.
- Live Demonstrations: See how steering decisions and client data interplay in real time.
- Customer Value: Understand how these technologies lower costs while improving streaming quality.
- Future-Proof Strategy: Learn why aligning with these standards positions your streaming business for success.
