As video-based content services are now big business, with real revenue behind them, cloud-based ecosystems are now the difference between success and failure. Content owners can no longer afford to rely on self-hosted solutions that are more costly, harder to upgrade, and can't be scaled on-demand. Cloud services are opening new doors via platforms-as-a-service, (PaaS) enabling publishers to do low-cost product prototyping, frequent release cycles, and significantly faster and simpler deployments.