From the Edge to the Airwaves: Lior Netzer on Rewriting the Rules of Internet Media Production

With over two decades of experience across internet infrastructure, media technology, and edge computing, Lior Netzer has helped shape how content is created, moved, and experienced in the digital world. In this conversation, he breaks down the evolution of content delivery networks (CDNs), the future of cloud-based media workflows, and why knowing your use case matters more than building the next platform.

The Full Media Pipeline: From Camera to Consumer

Lior Netzer’s career spans a rare intersection of internet architecture and broadcast media. His early foundation in networking led him to companies like Akamai, where he helped develop and launch over ten products tied to CDNs and edge computing, technologies that underpin nearly every website and video streaming experience today.

“Akamai was always about making the internet fast, secure, and reliable. That hasn’t changed. What has changed is the terminology; CDN is now often called edge computing, but it’s the same core idea.”

His experience includes not only content delivery but also content production. As a former general manager at Avid, he led one of the company’s three core business units, focusing on tools for news and sports production, graphics, and editing. This gives him a unique end-to-end view of the media lifecycle, from camera capture to satellite transmission, in-studio production, and internet-based delivery.

Editing in the Cloud and the Rise of Agentic AI

One of the most significant trends Netzer sees is the industry’s shift toward cloud-based editing and automation. At Avid, he worked on cloud-enabled editing solutions, and now, as chairman of an AI startup, he’s helping shape tools that significantly accelerate production timelines, solutions that are highly relevant to major broadcasters such as CNN and Fox.

“Without automation, it takes about 35 minutes to prepare a story with graphics. With our AI tool, that drops to 35 seconds. That means getting breaking news out first—and doing it at a fraction of the cost.”

These AI tools don’t just rely on templates; they generate dynamic, context-specific visuals based on each story, making content production both scalable and differentiated.

Edge Computing: The Hype vs. the Use Case

Despite the momentum around edge computing, Netzer cautions against building tech for the sake of it. Instead, he emphasizes product-driven thinking over platform-first approaches.

"Most edge computing projects fail not because the technology isn’t good, but because the use case doesn’t demand it. You must start with the real-world needs.”

In his view, successful edge computing projects are those that focus on narrowly defined problems, especially when speed, latency, or localized data handling genuinely matter.

Advice for Media and Tech Leaders

Netzer offers a few clear recommendations for professionals in internet infrastructure and media:

• Invest in AI literacy: Not just experimentation—embed it in workflows.
• Prepare for volatility: Shifts are coming fast, and the policy won’t catch up in time.
• Broaden your skillset: Flexibility and cross-domain understanding are no longer optional.
• Disrupt yourself: Don't wait for a new entrant to do it for you.

He also points to his blog series, The Cloud Guy, as a practical guide for executives transitioning from on-premises to cloud-based business models.

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