The untapped potential of modern technologies

S08E03: Game of Streams (The untapped potential of modern technologies)

Our Media Solution Specialist, Magnus Svensson, is sharing his reflections on the online streaming industry in this post. This is part of a monthly series so make sure to follow us here if you do not want to miss an episode.

In the rapidly evolving landscape of the video streaming industry, the race to deliver content of the highest quality at the lowest possible cost has never been more competitive. While consumer demands for seamless, high-definition experiences continue to escalate, streaming services are under increasing pressure to innovate or risk obsolescence.

Surprisingly, despite the availability of advanced technologies capable of revolutionizing production, distribution, and encoding processes, their adoption remains sporadic. This hesitation not only hampers potential cost savings but also limits the ability of services to stay relevant in a fiercely competitive market.

Remote Production

Contrary to the broader industry’s approach, cloud-native streaming services without traditional television legacies have embraced remote production and modern workflows from the start. Without even reflecting, these services recognize the advantages that such technologies offer, including significantly reduced logistical costs and a smaller carbon footprint.

By leveraging the cloud for production processes, these services can deploy crews and equipment more efficiently, allowing for the capture and broadcast of live events from virtually anywhere in the world. In short, to be able to create more content.

This disparity in adoption highlights a divide between traditional broadcasters and their cloud-native counterparts. The latter’s willingness to invest in and use the benefits of remote production technologies from the beginning has not only positioned them as cost-efficient but also underscored the flexibility inherent in cloud-based production models.

Their success stories serve as evidence of the operational and economic benefits, urging the rest of the industry to reconsider their hesitation and to embrace these modern production methods.

Embracing Innovation

In video distribution, the exploration of innovative technologies and solutions offers significant opportunities for streaming services to enhance their efficiency and innovation.

This extends beyond open-source tools, embracing a variety of cutting-edge technologies that optimize distribution networks. These advancements aim to build more adaptable, scalable, and cost-efficient infrastructures capable of supporting high-quality streaming demands.

However, despite these clear advantages, the industry’s shift from traditional systems to innovative alternatives has been slow, highlighting a cautious approach that could miss out on potential gains offered by modern technological solutions.

The Critical Role of Video Encoding Optimization

The optimization of video encoding plays a crucial role in streaming efficiency, directly impacting bandwidth and storage requirements. Without even leveraging more efficient codecs like H.265/HEVC or AV1, which can significantly reduce data transmission and storage needs without compromising video quality, substantial gains can be reached by optimizing the bitrate ladders for the specific content.

In many cases, a standard bitrate ladder is used regardless of the type of content, network conditions, type of target devices, and other factors. By analyzing the content and mezzanine encoding using for example VMAF and comparing it to the transcoding profiles can lead to significant savings.

Nevertheless, the adoption of these optimizations has been gradual, often hindered by compatibility concerns and the believed effort it would require. Contrary, the substantial long-term savings and enhanced viewer experiences achievable through optimized encoding are undeniable.

A Necessity for survival

For the video streaming industry, the integration of modern technologies in production, innovative approaches to distribution, and optimization of video encoding are not just opportunities for cost-saving; they are vital for survival.

The capacity to deliver high-quality content efficiently and cost-effectively will set apart the leaders in an increasingly crowded market. The reluctance to innovate, influenced by short-term perspectives, neglects the strategic significance of these technologies in maintaining competitiveness.

The industry stands at a crossroads, where embracing these technologies is not an option but a requirement for future success. Streaming services that recognize this imperative and act swiftly will not only achieve significant operational efficiencies but also enhance their competitiveness in the dynamic streaming landscape.

The future belongs to those who innovate, and in the world of video streaming, the future is now.

To watch out for the coming months…

As we look to the coming months, the upcoming NAB Show in Las Vegas stands as a significant marker for the industry, offering an opportunity to discuss the latest innovations and technologies. This year, we can expect to see a focus on the efficiency gains that have been discussed here, from advanced remote production capabilities to innovative distribution technologies and encoding solutions.

I expect to see examples of how these technologies can be integrated into existing workflows to achieve efficiency and quality. A great opportunity for industry professionals to discuss the potential of these topics and to share experiences. The likely “theme” of the NAB Show will be cost efficiency as well as mergers and acquisitions.

Magnus Svensson is a Media Solution Specialist and partner at Eyevinn Technology. Eyevinn Technology is the leading independent consulting company specializing in video technology and media distribution.

Follow me on LinkedIn and X (@svensson00) for regular updates and news.

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