Bitmovin Adds Support for SGAI in its Playback Products to Take Ad-Supported Streaming to the Next Level

Vienna, Austria, 01 April, 2026 - Bitmovin, a leading provider of video streaming solutions, has announced support for SGAI (Server-Guided Ad Insertion) in its playback products, using HLS interstitials.

The best of both worlds, built into playback

SGAI combines the strengths of Client-Side and Server-Side Ad Insertion, helping video providers insert ads seamlessly into video content. Bitmovin is using HLS interstitials, which is a standardized format for signaling ad breaks, to ensure smooth interoperability between playback systems and ad technologies such as ad insertion and decisioning engines. Because HLS interstitials are widely supported across devices, video providers can deliver consistent, reliable ad playback to more viewers. This enables more personalized and targeted ads through real-time ad decisioning, helping video services to deliver more relevant ads to each user, boosting engagement and improving the overall viewing experience.

More formats, lower costs, longer DVR windows

The approach delivers a number of additional benefits, including lower infrastructure costs, enhanced ad personalization during live and DVR viewing, and the ability to support longer DVR windows that would otherwise be cost prohibitive. Video providers can also deliver non-linear ad formats with SGAI such as L-bar, squeeze-back, side-by- side, and picture-in-picture, to unlock both new monetization opportunities, and fresh user experiences.

Alongside adding support for SGAI using HLS interstitials, Bitmovin also provides extensive configuration options for enhanced flexibility. This gives video services the ability to tailor the viewing experience to meet their viewer's needs while also enabling them to deploy it in such a way that best meets their business needs.

James Varndell, Senior Director of Product Management at Bitmovin, commented:

"Ads are now a primary revenue stream for video services, and SGAI is set to take ad- supported streaming beyond current capabilities. We're super excited to be able to support SGAI across our playback products and look forward to seeing how our customers use it to enhance their offering and increase their bottom line."

Bitmovin will be demonstrating SGAI at NAB Show in Las Vegas from 19th-22nd April on booth W3323. Get in touch to find out more or book a meeting.

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About Bitmovin

Bitmovin is a leading provider of video streaming solutions for global digital media companies and service providers. The company has been at the forefront of industry innovation and all major developments in the digital video streaming industry.

Bitmovin built the world's first commercial adaptive streaming player and deployed the first software-defined encoding service that runs on any cloud platform. Its cloud-native technology offers the most flexible and scalable media encoding, playback, and analytics solutions available with unparalleled device reach, ease of integration, and world-class customer support.

Bitmovin customers benefit from optimized operations, reduced time-to-market, and the best viewer experience possible. Bitmovin is based in San Francisco, California and Klagenfurt, Austria with offices in Vienna, London, Berlin and Denver. The company has over 400 customers across the globe including ClassPass, BBC, fuboTV, Hulu, and Discovery. For more information, visit https://www.bitmovin.com.