From Concept to Breakthrough: Tzvi Gerstl on Synamedia's Senza and the Streaming Evolution

The global streaming industry is at a tipping point. With over 1.8 billion streaming subscriptions worldwide in 2025, competition is fierce, costs are rising, and user expectations are higher than ever. Streaming providers are locked in a battle—not just for subscribers, but for sustainability.

The challenge? Delivering high-quality, scalable, and profitable streaming experiences while keeping infrastructure costs under control. As platforms expand into emerging markets, explore new revenue streams like FAST (Free Ad-Supported TV), and integrate AI-driven automation, one thing is clear: legacy architectures are holding them back.

The old model—where every streaming device has to be upgraded, maintained, and optimized—is broken. The result? Millions of households stuck with aging hardware, rising costs for operators, and a fragmented user experience that struggles to keep up with the speed of innovation.

But what if streaming services could evolve without the hardware becoming obsolete? What if a tiny device in your home could stay cutting-edge for 10+ years, powered entirely by cloud computing?

Enter Synamedia’s Senza.

Senza isn’t just another incremental improvement in streaming technology—it’s a paradigm shift. By removing the need for powerful in-home devices and shifting the heavy lifting to the Cloud, Senza is redefining how streaming services operate. No more hardware constraints. No more expensive upgrades. No more bottlenecks. Instead, streaming providers gain the agility to scale faster, lower costs, and unlock new business models.

But how does it all work? And what does this mean for the future of streaming?

In this exclusive edition of Redholt Pulse & Play, we sit down with Tzvi Gerstl, CTO of Synamedia, to unpack the vision behind Senza. From its game-changing Cloud Connector to its role in the AI-driven future of content distribution, Tzvi shares what’s next for streaming, why cloud-based infrastructure is no longer optional, and how Senza is reshaping the industry.

With 2025 shaping up to be the year of AI-powered content, ad-supported streaming, and hyper-personalized experiences, the question isn’t if streaming needs to evolve—it’s how fast you can keep up.

Let’s dive in.

1. What inspired the development of Senza, and what problem is it solving in the media and streaming space?

TZVI: Before launching Senza, we started by analysing the fundamental challenges that OTT services face—particularly the limitations that in-home devices impose on user experience, the cost of innovation, and the ongoing maintenance of large-screen experiences. We were not afraid to completely rethink the architecture, but we also recognised that any new approach had to be incredibly cost-effective.

Over three years, we developed a model that shifts all heavy processing to the Cloud while ensuring seamless integration with existing infrastructures. This approach not only eliminates device constraints but also reduces costs by enabling a pay-as-you-go model for Cloud usage. Most importantly, it unlocks new business models and significantly enhances the user experience that streaming services can provide.

2. With AI and automation playing a bigger role in content distribution, how do you see cloud connectors evolving in the next five years?

TZVI: The beauty of the Senza model is that the Cloud Connector (the tiny device used by Senza) – which we’ve designed to last 10+ years – doesn't need to change! Every pixel you see on the screen is produced in the Cloud. The Senza Cloud Connector is the only device in the industry that’s going to get better over time as AI and the role of automation increases.

What you see today will be dramatically different in 5 years, on the same tiny device. Where as every other device will age and degrade over time, the experience delivered by Senza Cloud Connectors will get better.

3. Can you break down the core technology behind Senza in a way that even non-technical professionals can grasp?

TZVI: Imagine a vast majority of the hardware in the home – that currently sits in a streaming device – being moved to a data centre (aka. the Cloud). Now run a really long “virtual HDMI cable” from the Cloud to your TV – that is Senza! Now imagine turning that Cloud-hosted “device” on and off only when you need to browse the user interface – a huge cost saving!

Operators can also share that resource with all of the other homes and viewers, and turn everything off when viewers aren’t watching. Finally, as the compute power of the Cloud continues to increase, the experience is going to get better and improve because the device in the home is no longer a limiting factor.

4. Synamedia has been at the forefront of media technology—how does Senza align with your long-term vision for the industry?

TZVI: Synamedia has a long, proud history of helping entertainment companies deliver great user experiences with industry leading security. We’re committed to helping our customers find new audiences and subscribers, find cost efficiencies, increase the revenues through advertising, and deliver incredible, differentiated user experiences. Senza aligns with all of these goals and our vision for the industry. It’s also worth noting that Senza reaches into new markets for Synamedia such as hospitality and digital signage.

5. What advice would you give to media and tech leaders navigating the shift toward cloud-based infrastructure?

TZVI: I think its important not to make the shift for the sake of it. We still have many customers operating hybrid infrastructure when it makes sense for them. Focus on how the Cloud can deliver value to your business and your customers. When you’re looking to migrate parts of your infrastructure draw up a score card that helps you objectively assess what’s right. Does the move enable and support your business objectives? Does it improve your customers experience? Does it help you move faster and be more agile? Does it enable you to use your technical and human resources more effectively and efficiently? If you can give strong, positive answers to these questions, it’s the right time to move forward and try out new cloud-based architectures and workflows – that is the beauty of the Cloud and products like Senza, you can easily try things out!

6. If you had to describe Senza’s impact in one sentence, what would it be?

TZVI: To quote our customers, ‘Wow, you’ve done it, I’ve never seen anything like that before!’ Synamedia's Senza is a game-changer—eliminating device limitations, cutting costs, and enabling operators to launch faster, reach more audiences, and deliver a continuously evolving user experience.

Conclusion:

As we step deeper into 2025, one thing is clear: the streaming industry is in the midst of its most significant transformation yet. From AI-driven automation to cloud-based infrastructure, the companies that embrace change will lead the next era of digital entertainment—while those that hesitate risk being left behind.

Synamedia’s Senza isn’t just another piece of tech—it’s a glimpse into the future of streaming, where hardware constraints no longer dictate innovation, where cost efficiency and premium user experiences coexist, and where the playing field is redefined for both established giants and emerging platforms.

Tzvi Gerstl and the team at Synamedia aren’t just solving today’s challenges—they’re building the foundation for the next decade of streaming. The question now is: how will you adapt?

At RedHolt by OTTRED, we’re proud to be part of this transformation. With a global network of over 2,000 professionals in streaming, media, and digital entertainment, we are uniquely positioned to:

? Build World-Class Teams: We connect companies with top-tier talent, ensuring businesses have the expertise to thrive in the fast-evolving media landscape.

? Foster Innovation and Collaboration: Through our events, meetups, and community initiatives, we bring together the brightest minds to share ideas, tackle challenges, and shape the future of streaming and entertainment.

Whether you’re a media executive strategizing for the future, a tech leader exploring cloud migration, or an industry professional keeping an eye on innovation, one thing is certain—the revolution is here.

Are you ready to be part of it?

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