BT has introduced Multicast-Assisted Unicast Delivery (MAUD), a new technology designed to transform how live content is delivered over the internet.
Traditional unicast streaming creates a separate stream for each viewer. MAUD, by contrast, uses multicast to combine those individual streams into a shared feed that can be distributed to many viewers at once.
MAUD integrates seamlessly with existing player applications, meaning content providers do not need to change customer apps to benefit from the technology.
One of MAUD’s main benefits is greatly improved delivery efficiency. By removing the requirement to serve millions of separate streams, MAUD reduces the environmental footprint of streaming and lowers delivery costs for broadcasters, Content Delivery Networks (CDNs), and internet service providers.
During peak events, MAUD can use up to 50 percent less bandwidth. This reduction in bandwidth translates into lower energy consumption, fewer required cache deployments, and more available network capacity, all of which help improve the viewer experience.
Howard Watson, Chief Security and Networks Officer at BT, said: “MAUD is a major breakthrough in how we deliver content over the internet. Developed in our world-leading labs at Adastral Park in Suffolk, MAUD could be a key solution to how we manage ever-increasing traffic loads.
“By combining individual streams, MAUD delivers a more reliable, consistent picture, no matter whether customers are watching over Wi‑Fi, fibre, or mobile networks.”
Industry figures have welcomed the innovation. Paolo Pescatore, Founder at PP Foresight, highlighted the continued importance of live broadcasts: “Whether it’s the Euros or Eurovision, gaming over Twitch or gigs from Glastonbury, data shows that audiences still value the live experience even in the on‑demand era.”
Pescatore added that with live sports and events driving peak network demand higher than ever, innovations like MAUD help ensure high-quality, premium live content can reach broad audiences across many device types while also supporting environmental sustainability.
MAUD’s launch follows new BT Group research showing that UK audiences still highly value live content despite the growth of on‑demand services. Viewers prioritise picture quality and reliability above interactive features and additional commentary, and MAUD responds directly to those priorities.
Developed by BT’s research teams at Adastral Park, MAUD has already been showcased to broadcasters at the International Broadcasting Conference, where it was recognised as an efficient technical approach for IP-based live content delivery.
(Image Credit: BT)
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