Why don't we broadcast if its more efficient?

• Multicast, despite its clear scalability benefits, has struggled to find its place in the backbone of the internet and in CDNs. It is significantly more complicated to route multicast traffic in core switches and to trace where it's coming from. Thus, ISPs don’t have a way to track and bill for the multicast services that traverse their network and disable it. Without the ability to reach their audiences over multicast, content providers haven’t invested in commercial offerings, further reducing operator investment in supporting infrastructure and a perpetual cycle of non-support. With the release of ATSC3.0 and 5G Broadcast under a typical architecture to what exists today in DVB, for the first time, there is direct-to-consumer broadcast/multicast native capacity available for vastly more efficient delivery with massive scale.

• While television and broadcast infrastructure handles one to many distribution natively, it has been only used for linear video delivery and largely independent of the internet. Next-generation television standards include means for data delivery, but multicast coverage remains fragmented and inaccessible to developers who don’t have applications that offer multicast services. Broadcasters don’t have the same simple delivery interfaces of internet-based CDNs, and line of sight coverage of each broadcaster makes it difficult for content providers to integrate with to reach their global audiences.