• 30 January 2020

The Norwegian Blue…What’s wrong with it

The Norwegian Blue…What’s wrong with it

The Norwegian Blue…What’s wrong with it 1024 576 Object Matrix


“The Norwegian Blue…What’s wrong with it?”

This Parrot … has ceased to be…

“No no… he’s, errr, resting!!”* – as the famous lines go…

When it comes to data storage trends it seems storage doesn’t die either… it just whittles away slowly…  

One report available from Research and Markets report (as well as other locations, ahem) shows figures that Object Matrix have a keen eye on… let’s pick out a few key lines:

In 2018 estimate … the total storage media capacity shipped for all the digital entertainment content segments … with digital tape at 21.1%

By 2024 tape capacity shipment share has been reduced to 14.4%.

Can we read by that, that even given the huge number of tape solutions already in the marketplace that the usage of tape is fading away? Of course. And, my apologies if this just “isn’t news” anymore: I can promise that there are many out there that are still slow to get the message:- if you want to use your archive, tape is fast becoming an obsolete technology… it’s unable to provide the data services modern media organisations require like fast access for clips, AI analysis, or content distribution. Perhaps worse, if you are planning data retrieval for 3-10 years out, is may be very difficult source machines and tapes for. 

So what’s replacing tape?

Overall object storage capacity for media and entertainment is expected to grow about 5.6 X between 2018 and 2024 (13.1 EB to 73.0 EB)

The growth in storage capacities will result in a total media and entertainment storage revenue growth of about 2.1 X between 2018 and 2024 (from $7.5B to $16B)

73 exabytes! That’s a lot of storage (although that number is tiny compared to the 175 Zettabytes Satya Nadella predicts in 2025!)

Of course, the storage is going to go onto good ol’ spinning disk, often SATA and more often than not nowadays on to object storage.

Object storage simply handles the future better: it can be expanded out (it’s software defined), it provides solutions for that thorny issue of metadata, and it integrates on-prem through to cloud (hybrid workflows) natively.


*Lastly, just to add a RIP for the great, ingenious and Welshman… Terry Jones. Monty Python brought a lot of joy into my life and allowed a young Englishman going to work on a US summer camp to be relatively cool around the campers who loved hearing sketches in a British accent – I could pretty much recite the Holy Grail at that point of life. Terry Jones was the genius behind so much of it, including co-directing that film.

About Object Matrix

Object Matrix is the award winning software company that pioneered object storage and the modernisation of media archives. It exists to enable global collaboration, increase operational efficiencies and empower creativity through deployment of MatrixStore, the on-prem and hybrid cloud storage platform. Their focus on the media industry gives them a deep understanding of the challenges organisations face when protecting, processing and sharing video content. Customers include: BBC, Orange, France Televisions,  BT, HBO, TV Globo, MSG-N and NBC Universal.