In an era where attention spans are short and digital interactions happen in the blink of an eye, “live” video is no longer enough. What audiences increasingly expect is real-time video—content that reaches them instantly, without lag or spoilers, and that feels as immediate as being in the room.
This shift is exactly what Orange Wholesale and Ceeblue are targeting with their latest collaboration. By combining Orange’s global infrastructure with Ceeblue’s WebRTC and WebRTS technologies, the two companies are positioning themselves at the forefront of a movement toward true live experiences—instant, interactive, and scalable worldwide.
For years, latency in video streaming was treated as a technical nuisance. But today, it has become a business-critical factor. In live commerce, a delay of just a second can mean missed sales: shoppers lose interest, influencers lose momentum, and auctions lose intensity. In sports, seconds matter even more—the magic of a goal, a knockout punch, or a last-minute basket is diminished when alerts hit smartphones before the broadcast shows the play.
Reducing latency isn’t just about smoother streams. It’s about preserving drama, maximizing engagement, and turning viewers into participants.
The Ceeblue stack offers two pathways into this future:
This combination doesn’t just solve a technical challenge. It unlocks new kinds of digital experiences that were previously out of reach: spoiler-free sports broadcasting to millions, interactive shopping events that drive higher conversion, and corporate communications that engage employees worldwide as if they were in the same room.
“We are delighted to be working so closely with Orange Wholesale International,” said Danny Burns, founder and CTO of Ceeblue. “This collaboration puts the power of WebRTS and WebRTC into the hands of OWI’s global audience, delivering scalable, secure, and truly real-time video experiences anywhere in the world.”
The two companies will showcase their approach at IBC 2025 in Amsterdam, where visitors can see the technology in action at the Ceeblue booth (Hall 5, stand 5.C43). Both Orange and Ceeblue’s teams will be here and you can book exclusive office hours with our experts to discuss the endeavour (Select a Date & Time - Calendly)
Real-time streaming is not a niche feature. It’s part of a broader redefinition of how people connect digitally. In a world where e-commerce is becoming social, where sports fandom is global, and where corporate culture is increasingly hybrid, audiences will not settle for lagging, out-of-sync experiences.
Orange Wholesale and Ceeblue’s initiative signals a clear direction: the future of video will not just be high-quality—it will be instantaneous, interactive, and universally accessible. And businesses that embrace this shift will gain a decisive advantage in capturing both attention and loyalty.
Ceeblue provides transcoding services to broadcasters and real-time video solutions for scalable, low-latency streaming. Known for its expertise in WebRTC and HESP, Ceeblue launched a new flagship protocol WebRTS at IBC 2024. WebRTS delivers broadcast-quality experiences with under 1-second delay, and is compatible with standard CDN infrastructure. Clients include broadcasters, interactive platforms, and service providers worldwide.
