aws re:invent 2016: media delivery from the cloud: integrated aws solutions for premium over the top...

© 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Glyn Smith – AWS Business Development Manager

Rahul Purini – Chief Technology Officer – G1200 Media

Andy Shenkler – EVP & Chief Solutions and Technology Officer

December 1, 2016

CTD305

Integrated AWS Solutions for Premium

Over the Top (OTT) Content

What to Expect from the Session

Introduction –Media Overview & OTT

Glyn Smith - AWS Business Development Manager, Media Solutions

Customer Story – Funimation Entertainment

How we get content from TV to OTT, fast.

Rahul Purini – Chief Technology Officer – G1200 Media

Ven.ue by Sony DADC NMS

AWS for content preparation, protection, management, and global content delivery.

Andy Shenkler – EVP & Chief Solutions and Technology Officer

Questions and Answers

The Media Workflow

Content

Acquisition

Visual Effects

& Editing

Digital Asset

ManagementAnalytics

OTT

Publishing

Playout &

Distribution

Media

Supply Chain

What is OTT?

OTT - A global solution

India population is 1.25 Billion +

29 States

22 ‘Major’ languages

720 dialects

823 TV channels

OTT helps to get to this disparate audience?

1.1 billion mobile phones

Star TV - 40 channels, 7 languages to more than 720 million users.

DVR / PVRAsset

Management

Encryption Metadata

API’s

Packaging and

Transmux

Transcoding

Ingest /

Acquisition

Delivery

Subtitling /

Audio

Description

FingerprintingQuality Control

Checks

Content Plane

Expiration

Policy

Watermarking

OTT is very complex

Transcoding – Exponentially Complex

Millions of experiences

De facto standards

Unmitigated innovation

Cloud infrastructure

TV…Tablet…Phone…Console…1000 Devices

Audio

Time Shift

Tracking

Watermark

Ad Splicing

DRM

Protocols

Bit Rates

Codecs

Resolutions

Future: “elusive” target

Single experience

Defined standards

Manageable innovation

Hardware infrastructure

Past: “easy” target

TV

• Multi-tenant instances – limited flexibility

and control over underlying infrastructure

• Optimized for processing short form

content

• Cost-effective for varying workloads

• Quick turn of short assets

• Long-tail content processing

• Pure self-service, lowest cost option

• Single tenant VPC instances

• Consistent workloads

• Workflow control: SLA, version, etc…

• Multiple DRM, Ads, CMS etc… partners

• Broadcast codecs HEVC, MPEG-2, ProRes

• Premium content processing

• Manage instances yourself

• Formats for web delivery like MP4, VP8,

VP9, and animated GIFs

• Less importance for captions

• Fewer content protection needs

• Audio only outputs and video rotation

• VOD-only

• All prominent formats supported

• Broadcast captions and multi-language

• Content tracking (forensic watermarking)

• Advanced DRM

• Advanced audio formats

• Breadth: Live, VOD, integrated CDN

Feature Set

Workflow

Requirements

8

Targeting UGC and ‘made-for-web’ Targeting Premium Content

AWS Elastic Transcoder and Elemental Cloud

Personalisation

DVR / PVRAsset

Management

Encryption Metadata

API’s

Packaging and

Transmux

Transcoding

Ingest /

Acquisition

Delivery

Subtitling /

Audio

Description

FingerprintingQuality Control

Checks

Content Plane

Expiration

Policy

Watermarking

CRMBilling

Systems

PaywallViewership

Analytics

Policy

Management

Ad

Integration

Content

Catalogue

API

Endpoint

Payment

Gateway

Rights

Management

Business Plane

Device

Register

Subscriber

Management

Media

Origin

Content

Delivery

Web Apps

Load

Balancing

CMS

DRM

Licensing

Device

AppsDe

live

ry P

lan

e

Systems

Registry

Alerting

Orchestration

Service

Manager

Logging

Workflow

Automation

Monitoring

Syste

ms P

lan

e

Storage Database

OTT is very complex

CloudFront Global Content Delivery Network

North AmericaCities: 18

PoPs: 25

South AmericaCities: 2

PoPs: 3

Rio de Janeiro, Brazil (2)

São Paulo, Brazil

Europe / Middle East / AfricaCities: 11

PoPs: 20

Amsterdam, The Netherlands (2)

Berlin, Germany

Dublin, Ireland

Frankfurt, Germany (5)

London, England (4)

Madrid, Spain

Marseille, France

Milan, Italy

Paris, France (2)

Stockholm, Sweden

Warsaw, Poland

Ashburn, VA (3)

Atlanta, GA (2)

Chicago, IL

Dallas/Fort Worth, TX (2)

Hayward, CA

Jacksonville, FL

Los Angeles, CA (2)

Miami, FL

Minneapolis, MN

Montreal, QC

Newark, NJ

New York, NY (3)

Palo Alto, CA

San Jose, CA

Seattle, WA

South Bend, IN

St. Louis, MO

Toronto, ON

68 CloudFront Edge Locations (PoPs), 43 Cities, 5 Continents

Edge

locationAWS Region /

Regional Edge Cache

Asia PacificCities: 12

PoPs: 20

Chennai, India

Hong Kong, China (3)

Manila, the Philippines

Melbourne, Australia

Mumbai, India (2)

New Delhi, India

Osaka, Japan

Seoul, Korea (3)

Singapore (2)

Sydney, Australia

Taipei, Taiwan

Tokyo, Japan (3)

Media Problem: Poor Performance on Long Tail

High Popularity Titles Lower Popularity Titles

% o

f S

essio

ns w

ith

ou

t err

ors

an

d

reb

uff

ers

Other CDNs

CloudFront Regional Edge Caches

Origin

Regional Edge Cache

Reducing load on CloudFront origin resources

Origin

Edge Locations

Previous Architecture New Default Architecture

Announced: CloudFront Regional Edge Caches

Europe

Frankfurt,

GermanyNorth America

Ashburn, VA

Portland, Oregon

Asia Pacific

Mumbai, India

Singapore

Sydney, Australia

Seoul, South Korea

Tokyo, Japan

South America

São Paulo, Brazil

Nine Regional Edge Caches around the world..

CloudFront Regional Edge Caches - Details

• No need to make any changes to existing CloudFront distributions

• Regional Edge Caches are enabled by default for all CloudFront distributions.

• Regional Edge Caches have feature parity with other edge locations

• No additional costs for regional edge caching

• Measure improvements using cache-hit ratio metrics available on the console

CloudFront Global Content Delivery Network

North AmericaCities: 18

PoPs: 25

South AmericaCities: 2

PoPs: 3

Rio de Janeiro, Brazil (2)

São Paulo, Brazil

Europe / Middle East / AfricaCities: 11

PoPs: 20

Amsterdam, The Netherlands (2)

Berlin, Germany

Dublin, Ireland

Frankfurt, Germany (5)

London, England (4)

Madrid, Spain

Marseille, France

Milan, Italy

Paris, France (2)

Stockholm, Sweden

Warsaw, Poland

Ashburn, VA (3)

Atlanta, GA (2)

Chicago, IL

Dallas/Fort Worth, TX (2)

Hayward, CA

Jacksonville, FL

Los Angeles, CA (2)

Miami, FL

Minneapolis, MN

Montreal, QC

Newark, NJ

New York, NY (3)

Palo Alto, CA

San Jose, CA

Seattle, WA

South Bend, IN

St. Louis, MO

Toronto, ON

CloudFront Regional Edge CachesRegional Edge Caches: 9

Oregon, N. Virginia, Frankfurt, Sao Paulo,

Mumbai, Singapore, Seoul, Tokyo, Sydney

68 CloudFront Edge Locations (PoPs), 9 Regional Edge Caches (PoPs), 43 Cities, 5 Continents

Edge

locationAWS Region /

Regional Edge CacheRegional Edge

Cache

Asia PacificCities: 12

PoPs: 20

Chennai, India

Hong Kong, China (3)

Manila, the Philippines

Melbourne, Australia

Mumbai, India (2)

New Delhi, India

Osaka, Japan

Seoul, Korea (3)

Singapore (2)

Sydney, Australia

Taipei, Taiwan

Tokyo, Japan (3)

Traditional CDN doesn’t work for long tail media?

Limited storage at the edge

Least recently used eviction

policy

Media files are big and

getting bigger

Does well with popular

content (e.g., movies

requested multiple times

per day).

Less popular content suffer

from cache misses, which

result in poorer playback

experience.

Solution: Build Infrastructure Optimized for

Throughput and Storage

Interconnect

Fabric

Internal Network Layer

Tiered Caching Layer

Border

Transit / Peers

Interconnect

Fabric

Border

Transit / Peers

Large-

Object Store

Large-

Object Store

Large-

Object Store

AWS

Backbone

Transit/Peer Layer

AWS Backbone

Serving 10-15+ Billion Requests Per Day and

achieving 98+% Cache Hit Rate. 5+ PB Library

POST /2012-07-01/distribution HTTP/1.1

Host: cloudfront.amazonaws.com

Authorization: AWS authentication string

Date: time stamp

Other required headers

<?xml version="1.0" encoding="UTF-8"?>

<DistributionConfig

xmlns="http://cloudfront.amazonaws.com/doc/2012-07-01/">

Manage Your Content Your Way

API Consolemanagement and reporting

Bringing Lambda to the Edge

• Lambda@Edge is an extension of Lambda that allows you to run powerful

Node.js JavaScript at the CloudFront Edge

• Leverage this capability to enhance your website experience by putting more

critical decision making closer to the user

Lambda@Edge

CloudFront Lambda

+ =

What can Lambda@Edge Do?

Use Cases For Lambda@Edge

Event Sources at the

Edge Improve

Security by

implementing Access

restrictions

At Launch:

• Header manipulation

• Eg. View user-agent to confirm legitimacy of

requst and add an access-control allow

header accordingly

• Eg. Delete or modify headers to match

protocols required by legacy end user

devices

• Modify URL to point to different objects in

cache

• Eg. AB test by directing fractions of traffic to

object_A.html vs object_B.html

• Eg. rewrite URL from request.jpg to

request.html to show image with contextual

information

Advertising: Dynamically determine

what Ads to serve based on user

information

How it works?

Lambda@Edge

What is Anime?

Animation conceived of and

primarily created in Japan for a

Japanese audience.

Often based on manga

(Japanese comic books),

novels, video games, etc.

Funimation

With over 400 franchise titles

Funimation is home to many of the

BIGGEST anime brands of all time.

We are the largest Omni-Channel

anime studio outside of Japan

serving over 4 Billion Views last year.

FunimationNow

Premium OTT service with

access to hundreds of new and

classic anime available in US,

Canada, UK, and Ireland.

FunimationNow has free apps

on mobile devices, tablets, and

gaming consoles.

Simulcast – Straight from Japan

Our fans want their anime and they

want it now.

We’re streaming the latest episodes

in HD, globally, within one hour after

the show broadcasts in Japan.

Materials are available only after the

show starts airing in Japan.

SimulDub

Funimation SimulDub is the English-dubbed anime that's

created and available to watch as soon as two weeks after its

original Japanese broadcast.

Key Considerations

Security Reliable Automation Workflow Integration Total Cost

30-Day Free Trial

www.funimation.com/reInvent

Accelerated Media Lifecycle

New Media LifecycleTraditional Media Lifecycle

What does a content archive usually look like?

Current Workflows

• No structure from various

service providers to Supply

Chain vendors

• No centralized inventory

• No single source of truth for

master files

• Domestic & International

Content managed separately

Content Delivery - Before

The Ideal Vision Can Finally be Realized…

Leveraging the power to create anything required for digital distribution points should only

be limited around legal usage and not legacy distribution philosophies.

Content Owner

Content Owner

Content Owner

Content Owner

Digital Supply Chains

Retailers

Consumers

Distributors

ConformsArtwork

Custom Specs

Power in Complexity

Subtitles Localization

Content Delivery - After

CDN Takes Center Stage

Investing in a strategy where the CDN is the core…

Content Owner

Content Owner

Content Owner

Content Owner

400+

Content Owners

Sony Managed

CDN

Content in any required spec

Multiple DRMs

Ability to Schedule

Full Reporting

Avails & Rights

Mgmt.

Distributor

Platform

Consumers

XML / API of all

Content & Rights

Stream secure

video & ancillary assets

Over 1M hours of premium

content in 23+ languages

Leveraging CloudFront for our Success

AWS CloudFront Components enabling our platform’s growth

• Reducing Latency• Leveraging Edge Servers

• Distribution via Secure Signed URLs• Streaming content securely across the globe through unique

URLs

• Application Hosting• Static IP returns vs. round robin

• Increased Security; running our own SSL Cert on top of the

CloudFront domain

• Cache Values / Behaviors

• Setting distribution behaviors for all streaming assets

• HTTP vs. HTTPS

• Leveraging Header / TTL Values

• Query String Caching

Leveraging CloudFront for our Success

AWS CloudFront Components enabling our platform’s growth

Cache Utilization

• Cache Values / Behaviors

• Setting distribution behaviors for all streaming assets

• HTTP vs. HTTPS

• Leveraging Header / TTL Values

• Query String Caching

• Waterfall Integration

• Learning Curves

Leveraging CloudFront for our Success

AWS CloudFront Components enabling our platform’s growth

Thank you!

Remember to complete

your evaluations!

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