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Synamedia has launched Senza, a cloud-based TV platform that could reshape how content reaches screens.
Why it matters: Senza aims to slash costs for content providers and open new markets by eliminating traditional hardware limitations and revenue-sharing models.
Perspective: Traditional smart TVs and OTT devices often take a cut of streaming service revenues, creating barriers for:
• Smaller publishers in low-ARPU markets
• Vertical streamers (e.g., digital signage, hospitality)
Senza’s approach: Replace costly computers or similar devices with inexpensive cloud connectors, potentially opening new opportunities in these sectors.
How it works:
• Small “Cloud Connector” Wi-Fi enabled device ($6 Bill Of Materials) connects to any HDMI screen
• All processing happens in the cloud, streamed to the device
• Uses HTML5 interface for quick service launches
Business model:
• Pay-as-you-go SaaS pricing for cloud resources
• No revenue sharing with the platform
• Low-cost hardware (Cloud Connector)
• Plans to license hardware design to third-party manufacturers in 2025
Between the lines: Cloud-based processing could increase operational expenses compared to traditional device-based systems, potentially offsetting some hardware cost savings.
Our testing:
• Setup was straightforward: connect device, scan QR code
• Content playback speed comparable to Roku Smart TV
• Good picture quality
• The Electronic Program Guide (above) showed services like Pluto TV, Cineverse, and Lights-Out Sports
Yes, but: Major streaming services were noticeably absent from the current lineup.
The big picture: This is a “big swing” for Synamedia, likely requiring significant R&D investment and partnerships to develop the cloud infrastructure, hardware design, and ecosystem.
What’s next: Synamedia is building a developer program and reseller network to expand Senza’s reach.
