AWS Elemental and cloud:

Acceleration and transformation in the media market

Andrew Horne – Solutions Architect

 About AWS Elemental

 An Amazon Web Services company that

combines deep video expertise with the power
and scale of the cloud
 Founded in 2006 and pioneered the use of
software-based video processing to distribute
and monetize video over the Internet
 Customers: Global media franchises, pay TV
operators, content programmers,
broadcasters, government agencies and
enterprise
 Corp HQ in Portland, Oregon;
offices worldwide; EMEA HQ in London; Asia
HQ in Hong Kong; LATAM HQ in Sao Paolo
Major Media Market Trends
Content Explosion Distribution Explosion Consumer Expectations

Distribution Models Live 24/7

• Free – AVOD
• Transactional – TVOD
• Freemium
• Subscription - SVOD

Quality Flexibility Efficiency

3
PERFECTING THE MEDIA Experience

Connecting viewers with content at massive scale

4
Our Customers
Pay TV Operators Content Owners Broadcast / Sports / Other
CUSTOMIZING, ORIGINATING, AND MONETIZING VIDEO
CONTENT MARKETS DISPLAYS
ON DEMAND DEVICES

Amazon S3
Content
Programmers

Storage

Pay TV Operators Broadcasters

LIVE

Enterprise Government

6
Digital Media MIGRATING TO the Cloud
Trade capital Stop guessing
Benefit from capacity
expense for variable
massive economies
expense
of scale

Pay for media you store Handle unpredictable and

AWS helps you adapt your media
and process, as you go bursty media needs
storage and compute needs

Increase speed Go global Stop maintaining

and agility in minutes data centers

Shorten time-to-market, test Global availability instantly, Focus your resources

out new approaches with no commit on your media needs

7
MULTISCREEN’S EXPONENTIAL CHALLENGE
Past: “easy” target Future: “elusive” target
Audio
Time Shift
Tracking
Watermark
Ad Splicing
DRM

TV Protocols
Bit Rates
Codecs
Resolutions

TV…Tablet…Phone…Console…1000 Devices
Single experience Millions of experiences
Defined standards De facto standards
Manageable innovation Unmitigated innovation
Hardware infrastructure
Cloud infrastructure

8
The Demand Prediction Challenge

Actual demand
Excess Capacity

Predicted demand
VIDEO PROCESSING

On-premise Infrastructure

TIME
Cross Platform Feature Parity

GPU CPU GPU CPU GPU CPU

AWS Elemental Appliances AWS Elemental Software AWS Elemental Cloud

 Same enterprise capabilities across ground and cloud

 Identical video outputs regardless of processing location
AWS M&E Building Blocks
Direct Connect; Snowball; S3 Transfer Accelerator –
INGEST Upload options for content and files of all sizes

EC2, Thinkbox Deadline – Resizable general purpose compute capacity

COMPUTE featuring instance types optimized for rendering, editing, processing video,
analytics
Elastic Transcoder; AWS Elemental – Scalable and cost-effective
PROCESSING video processing and transcoding on-premises and in the cloud

S3, Glacier, EFS & EBS – Durable, scalable and secure

STORAGE solutions for on-line and archival content storage

CloudFront – Global Content Delivery Network with

DELIVERY Monitoring, Analytics and customization at the edge

Machine Learning, Kinesis, AI – Data ingest/processing/analysis; machine

ANALYTICS learning, artificial intelligence for text to speech, image processing & analytics,
natural language

11
Three Approaches to Media Solutions on AWS
AWS Elemental Custom:
Partner-Based
Media Solutions Build Your Own

Other 3rd Other 3rd Other 3rd

Interface(s) Interface(s) Interface(s)
party party party

AWS Elemental APIs Partner Platform / App (e.g. Custom Marketplace

(e.g. Live, Delta) Aspera, Ooyala) APIs AMIs

On-Premises

Appliance VM

AWS S3 / RDS / Lambda

EFS / EBS EC2 Other
SERVICES Glacier NoSQL SWF

12
Video workflows on AWS
SNS Notification
SNS Topic

Direct Snowball Transfer

Connect acceleration
Amazon EC2 SWF DevOps
Ingest SNS
SNS Notification Lambda SQS
Storage
Media File
Downstream Processing

S3 Glacier EFS Update/ RDS Dynamo

Catalog DB
S3
Transcoding
Origination and Distribution
Amazon Elastic Transcoder
EC2
Elemental
DELTA
Elemental Elemental
SERVER LIVE S3
Lambda CloudFront Media Consumers

Amazon Partner Solutions

CLOUD-BASED MEDIA WORKFLOWS
 Who uses elemental Cloud?

Platforms

Real-time
Encoding

File-based
Encoding

15
Cloud Implementation runs the maturity continuum

 On-Demand: BBC
 VoD: Cinépolis Klic
 Live Event: Channel 7 Australian Open Tennis
 Linear 24/7: Amazon Channels
 OTT Linear 24/7: CAP
 NASA: Live 4K

16
 On Demand: BBC VIDEO FACTORY
Challenge
• The BBC iPlayer serves more than 7 million users per
day on more than 1,000 devices and platforms
• On Demand Product Service (ODPS) had a
maximum capacity of only 40 hours of HD video per
week
• Significant delay in posting catch-up programming
Solution
• Retire ODPS and launch Video Factory
• Video Factory integrates AWS Elemental Cloud for
elastic video processing of content for the BBC
coverage
iPlayer
• Dynamic scaling of cloud-based resources manages
spikes in processing demand
Benefit
• Eliminates processing capacity as a blocker
• Allows for much faster delivery of live programs
• Ensure all content is available on all devices
•coverage
Easily adapt iPlayer service to add new devices
• Flexibility to scale up or down and pay only for video
processing resources used
17
 BBC CATCH-UP TV WORKFLOW

• Video Factory captures live broadcasts and sends to cloud storage

• Processing jobs are picked up by idle transcoder or create new instance
• AWS Elemental Cloud processes multiple H.264 ABR video streams
• AWS Elemental Cloud ramps dynamically with processing demand

SOURCE DATA TRANSFER STORAGE CDN iPLAYER DISPLAY DEVICES

Live TV AWS Direct Connect AWS S3 AWS DataTransfer

18
Cloud vs. On-PremiseS Comparison
Excess capacity

 13k hours capacity

 6,600 hours unused

19
 BBC iPlayer
Challenge Solution
• Serve catch-up programming to more than 7 million • Rapid delivery of content with the flexibility to easily
users per day across over 1,000 multiscreen device adopt new formats and standards ensuring service
types availability on all devices
coverage

Benefit
• Cloud-based resources provide elastic video
processing capacity with dynamic scaling to absorb
spikes in demand
coverage

20
Cloud-based BBC VIDEO FACTORY WORKFLOW
DATA
INPUT STORAGE ELASTIC VIDEO PROCESSING STORAGE DISTRIBUTION DEVICES
TRANSFER

AWS Elemental CLOUD CACHE AND

AWS DIRECT CDN
Live TV CONNECT AWS S3 AWS S3

 Cloud workflow went live with 9 months of development time

 Zero downtime during migration

 Immediate benefits for BBC audiences with cloud scale, elasticity and flexibility
 Content delivered faster – no over-provisioning of hardware
 More content delivered - no restrictions due to fixed workflow capacity
 Content available for longer – instantly scalable storage

 Continuous delivery and continuous improvement

 Added live workflows and live to VOD
 Added content from other parts of the BBC and other broadcasters to workflow
 Added support for DASH to reach more devices

21
 Video on demand: Cinépolis Klic
Challenge
• To deliver high-quality video, Cinépolis uses ABR
streaming, which requires support for HLS, MSFT
Smooth Streaming, and MPEG-DASH
• Subtitles and descriptive metadata make the content
delivery more complex
• Desire to avoid building dedicated infrastructures and
incurring large capital expenditures
Solution
• Integrated AWS and AWS Elemental solution
enabling TV Everywhere delivery on a full range of
connected devices
•coverage
All processing – from storage to CDN – in the cloud
allows flexibility and ability to respond instantly to
demand peaks and troughs
Benefit
• Cloud-based resources provide elastic video
processing capacity with dynamic scaling to absorb
spikes in demand
coverage
• Tight control over costs down to the transactional
level along with high quality and responsiveness
• Cinépolis KLIC service saw seven-fold growth
between 2014 and 2015
22
 Live: Channel Seven 2017 Australian Open
Challenge
• The Australian Open is among the country’s most-
watched sporting events
• Seven Network’s 7Tennis freemium OTT let viewers
stream +64 million minutes live and access extensive
VOD
• Broadcaster had to deliver a 1080P multi-screen
video experience with maximum resiliency and quality
Solution
• Hybrid ground/cloud AWS and AWS Elemental
workflow
• Fully redundant AWS Elemental Live encoders
coverage
streamed 16 court streams; inserted SCTE triggers
for downstream DAI, and video slates
• Redundant Amazon Direct Connect networks to an
Amazon VPC hosted on AWS delivered 1080P high
quality video reliably at scale to Amazon CloudFront
Benefit
• Improved resiliency and flexibility
• Multi-CDN support
• No longer storing encryption keys on Net Storage
•coverage
Route to additional functionality (catch up/live to
VOD)
• Opportunity to build an AWS-based solution on which
Seven will develop their platform through 2018
23
Hybrid Ground/cloud AWS and AWS Elemental Workflow

Is EC2 an origin server??

AWS Elemental

24
Details

25
 Linear 24/7: CAP
Challenge Solution
• Improve system reliability and scalability 100% cloud-based workflow, using a
• Update to broadcast-grade components combination of AWS services, AWS
in a cloud-based infrastructure Elemental Cloud, and in-house developed
• Maintain compatibility with installed-base software
players rage

Benefit

Improved availability and user experience,

coverage
easily expand to accommodate new
channels, and keep costs under control

26
100% cloud-based workflow
8 x FHD or 39 x HD Live Channels:
Amazon S3, Amazon EC2, Amazon CloudFront CDN,
AWS Elemental Live in the Cloud

AWS Elemental CLOUD

SOURCE AWS Elemental

LIVE
1080p
H.264
5 Mbps
RTMP AWS Elemental
LIVE
 Details
CP

Encoder Internet Amazon S3

Gateway (1 일간 보
관)

CloudFront
AWS Pooq APP Nginx proxy Internet (CDN)
Elemental Live ( 변환본캐 Gateway
(7 Nodes) 시)

S3 VPC S3 VPC
ELB (ALB)
Endpoint Endpoint

Private VIF VPN

Gateway
AWS Pooq APP Nginx proxy
AWS Direct
Connect Elemental Live ( 변환본캐
(7 Nodes) 시)

RTMP 입수
2~5 Mbps
AWS Seoul Region

Route 53
• VPC Endpoint 는 S3 에 접근이 필요한 Subnet 에만 연결하여 사용 . (Pooq APP Subnet, 관리 서브넷 ) (DNS)
• S3 Bucket Policy ( 다음 페이지 참조 ) 를 통하여 Public 에서의 접근은 막고 , Elemental/Pooq VPC 에서만 접근 허용
Thank you