Veset, swXtch.io Pair Cloud Playout With Virtual Multicast Networking

The integration directly addresses one of the more stubborn technical barriers to broadcast cloud migration: public cloud networks don't natively support multicast, forcing broadcasters into inefficient unicast topologies for live feed distribution. By wrapping multicast, PTP, and packet pacing in a software-only overlay, the partnership makes cloud playout viable for multi-channel live operations where unicast fanout becomes prohibitively expensive. This matters at a moment when broader cloud adoption in media has plateaued — per Devoncroft Partners' 2025 Big Broadcast Survey, cloud adoption tracking is within the margin of error of 2023 levels. Watch whether this integration accelerates multi-channel cloud playout deals, particularly ahead of IBC 2025 where the partnership is being showcased.

The Veset-swXtch.io partnership was formally announced on July 10, 2025, ahead of IBC 2025, per a swXtch.io press release. The collaboration builds on Veset's April 22, 2025 announcement that it had integrated JPEG XS compression and multicast networking into Nimbus, making it one of the first cloud playout providers to offer both capabilities on AWS infrastructure. Veset CEO Gatis Gailis framed the additions as bringing cloud playout to "the same quality and reliability as traditional broadcast infrastructures."

The partnership arrives against a backdrop of stalled cloud adoption in the media industry. Per Devoncroft Partners' analysis of the 2025 Big Broadcast Survey (August 2025), cloud adoption tracking is within the margin of error of 2023 levels — the anticipated acceleration in 2024 and 2025 did not materialize. Devoncroft attributes the stall to the exhaustion of early adopters and the onset of more technically and financially challenging use cases, such as high-end live production. The inability to multicast in the cloud has been a specific technical friction point cited across the industry, with AWS itself acknowledging in a media-and-entertainment blog post that real-time audio and video workflows require multicast for efficient distribution and that its absence in the cloud drives significant operational changes.

swXtch.io, which debuted cloudSwXtch at IBC2022 and made it available through the AWS Marketplace in March 2023, positions its virtual overlay as a zero-code-change solution: VMs and containers retrieve a small software agent that connects to the cloudSwXtch network, enabling multicast and SMPTE 2022-7 hitless merge without modifying existing applications. The company has expanded beyond media into financial services, government, and industrials. Meanwhile, Veset has been building momentum in cloud playout — in May 2025, the company announced that Telekom Malaysia had migrated ten regional TV channels to Veset Nimbus on AWS, representing a full-scale cloud playout deployment for a national broadcaster.