AWS, Cloud Computing

5 Mins Read

Solving OTT Workflow Challenges with AWS Media Services

TABLE OF CONTENT

1. Introduction
2. OTT Overview and its working
3. Challenges of OTT Streaming
4. Introduction to AWS Media Services Solutions
5. Architectural Diagram for Live Streaming on AWS
6. AWS Media Services Solutions
7. About CloudThat

 

Introduction

Until a few years ago, cable operators were the sole providers of entertainment services to consumers. However, with OTT platforms such as Netflix, Amazon Prime, etc., cable operators are limited to providing internet facilities and have no control over what users consume. Users can now sign up for OTT services to enjoy on-demand entertainment programs.

Today, let us deep-dive into technologies that are the foundation of OTT platforms, their working, and Amazon services leveraged to solve some significant OTT workflow challenges.  

OTT Overview and its working

OTT stands for ‘Over the Top’ as it is delivered over another online platform. It is a medium through which television and film content is provided over the internet when requested by a consumer. Even though it is relatively new to the market, many companies are entering this space, citing the massive potential for growth in this area. It leads to a consumer having a wide variety of options to choose from, and marketers will see a substantial increase in ad inventory.

OTT technology is managed by OTT workflow software. To understand the working of OTT workflow, let us look at the various stages involved in the process.

AWS Media Services

Check Point 1: Encoding and Ingestion

At this point, the quality assessment algorithm VMAF (video multi-method assessment fusion) checks the ingested files for their reliability and if they are encoded following the standard acceptable by downstream systems. It is also ensured that no files are corrupted at this point.

Check Point 2: Transcoding

At this point, files received from previous checkpoints and input streams are converted into strings of outputs known as profiles. These streams or profiles go through:

1) Quality of Experience: here, streams are tested for their rate, loudness, syntax, loudness, etc

2) Adaptive Bit Rate: This enables seamless switching by ensuring frames are aligned according to the time for each profile.

Check Point 3: CDN

At this final testing point few more tests are performed:

1) Quality of service

2) Quality of experience

3) Entitlement check

4) Adaptive Bit Rate

5) Player control check

6) Apps and Analytics

Challenges of OTT Streaming

Introduction to AWS Media Services

The OTT solution has provided an extraordinary opportunity in the market. It is growing at an alarming rate and is becoming a crowded marketplace. Hence, companies must be cautious about their workflow before launching their services. Implementing cloud-based solutions and data analytics can avoid most of these challenges.

Amazon owns a 33% market share in providing cloud services. AWS media service helps to accelerate any production launch using the right tools and partners against the top five solutions areas such as:

It will eventually lead to complete industry transformation from a customer point of view.

Architectural Diagram for Live Streaming on AWS:

The two typical use cases of AWS Media Services are Video on Demand (VOD) and Live Streaming. The OTT live streaming solutions are cost-effective and deliver media content to a global audience in the cloud.

Below are some of the AWS Services leveraged for Live Streaming on AWS:

AWS Media Services

A serverless framework allows the start-ups to automatically deploy using the solution’s implementation guide and accompanying AWS CloudFormation template. The CloudFormation template launches the AWS products required to ingest, transcode, and deliver the live streaming video.

In the next section, you will explore best-in-the-market AWS Media Service Solutions.

Before AWS, designing, testing, building, and deploying this infrastructure would have taken months or years. Once AWS has come into the picture, the whole process has become more accessible for the OTT platforms to set it up.

AWS Media Services Solutions

Today’s top OTT platforms use cloud technologies to run their business successfully. These broadcasters need to compute and storage needs that include databases, analytics, video transcoding, and many other functionalities to provide millions of customers with the best TV viewing experience.

As these media companies are working to reinvent the media pipeline, they need flexibility, scalability, and cloud security to protect their content.

No ‘one-size-fits-all’ solution can magically solve every single Video-On-Demand or Live Streaming problem. AWS has provided various services that are targeted toward solving OTT challenges.

Get insights into building a Scalable Media Platform in Cloud with AWS Media Services here.

Other popular AWS media services solutions are AWS Elemental Link,  AWS Elemental Live,  and AWS Elemental Media Store. Learn more about techniques to Personalize Virtual Viewing Experience with AWS Elemental Link here.

About CloudThat

CloudThat is the official AWS (Amazon Web Services) Advanced Consulting Partner and Training partner and Microsoft gold partner, helping people develop knowledge of the cloud and help their businesses aim for higher goals using best in industry cloud computing practices and expertise. We are on a mission to build a robust cloud computing ecosystem by disseminating knowledge on technological intricacies within the cloud space. Our blogs, webinars, case studies, and white papers enable all the stakeholders in the cloud computing sphere.

CloudThat is a house of All-Encompassing IT Services on the cloud offering Multi-cloud Security & Compliance, OTT-Video Tech Delivery Services, Cloud Enablement Services, Cloud-Native Application Development, and System Integration Services. Explore our consulting and expert advisory services here.

WRITTEN BY Prarthit Mehta

Prarthit Mehta is the Business Unit Head-Cloud Consulting at CloudThat. He is an AWS ambassador and has experience delivering solutions for customers from various industry domains. He also holds working experience in AWS and Big data platforms. He is an AWS Certified Architect - Professional and a certified Microsoft Azure Solutions Architect.

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Comments

  1. Anusha Shanbhag

    Jul 18, 2022

    Reply

    OTT is the present and the future. Excellent blog. Thanks for posting.

  2. Click to Comment

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