* To store 10+ PB of data.
* You need 15 PB of storage (running at 66% capacity)
* You need 30 PB of raw disks (twice for redundancy).
You're looking at buying thousands of large disks, in the order of a million dollar upfront. Do you have that sort of money available right now?
Maybe you do. Then, are you ready to receive and handle entire pallets of hardware? That will need to go somewhere with power and networking. They won't show up for another 3-6 months because that's the lead time to receive an order like that.
If you talk to Dell/HP/other, they can advise you and sell you large storage appliances. Problem is, the larger appliances will only host 1 or 2 PB. That's nowhere near enough.
There is a sweet spot in moving off the cloud, if you can fit your entire infrastructure into one rack. You're not in that sweet spot.
You're going to be filling multiple racks, which is a pretty serious issue in terms of logistics (space, power, upfront costs, networking).
Then you're going to have to handle "sharding" on top of the storage because there's no filesystem that can easily address 4 racks of disks. (Ceph/Lustre is another year long project for half a person).
The conclusion of this story. S3 is pretty good. Your time would be better spend optimizing the software. What is expensive? The storage or the bandwidth or both?
* If it's the bandwidth. You need to improve your CDN and caching layer.
* If it's the storage. You should work on better compression for the images and videos. And check whether you can adjust retention.