AWS for Media: Content in the Cloud, Miles Ward (Amazon Web Services) and Bhavik Vyas (Aspera)
1. AWS for Media: Content in the Cloud
Miles Ward
Solutions Architect
Bhavik Vyas
Director of Cloud Solutions
2. Today’s Agenda:
• Examine common needs and challenges we’ve seen from Media and
Entertainment customers.
• Provide examples of how customers have met these needs using
AWS.
• Dig in on patterns for Storage, Processing, and Distribution.
• Learn how to get started.
3. Media Industry Scenarios
Media Storage
– Library storage for processing
– Archiving
Media Processing
– Preparing source/mezzanine files for further processing
– Encode/Transcode
– Encryption, watermarking
– Applying individualization and monetization mechanisms (advertising, PPV, subscription,
purchase, etc.)
Media Delivery
– Audio and video streaming of Live and VOD content
• Managed distribution to set top boxes
• Over the top (OTT) distribution
• Internet distribution
– Static image distribution (web page chrome and images)
– Rich media web applications
• Flash/Silverlight/etc. applications can be cached at the edge for scalability and
faster download/startup
4. Media Industry Trends and Needs
• Media industry is at an inflection point
• Infrastructure requirements growing exponentially
• As the media industry has “gone digital”, content distribution
requirements have also evolved
– Scalable and secure media storage, processing and distribution
– Anytime, anywhere, any device consumption
– Personalized content and experiences
– Expectation of low latency, global distribution
– Support multiple business models (purchase, PPV, subscription)
• Media has unusual performance, security and reliability
characteristics compared to other industries
5. Today’s Ubiquitous Media is Complex and Challenging
Technical Requirements
High Performance Computing
Server Farms
Content Distribution Networks
DAM, DRM, Encoding,
Editing, and Video Player
Software
Large Number of File Formats
Massive Storage Networks
6. On-Premise Infrastructure is Costly & Complex
Large Capital Expenditures
Underutilized IT Assets
Patching Software
Out of Datacenter Space
Scaling down as needed
Slow IT Deployments
Contract negotiation
Scaling up quickly
Prices too high for IT products
Managing physical growth
“ IT spends 80% of its time and
resources keeping the lights on
”
7. The Cloud Provides a Better way
Instant Elasticity Rapid Time to Value
Focus on Innovation
On-Demand
not Infrastructure
Pricing
No CapEx
8. How the Cloud Can Reduce Digital Lifecycle Complexity
Massive Scale
Rapid File Transfer
Lower IT Costs
High Reliability
Accredited Security
9. Massive Scale Makes it Easier to Hit Deadlines
Problem: Timeline overruns to support
PS3 launch
Solution: AWS’s Scale, 1200 virtual
machines on-demand
Benefits:17,000 titles (80TB of data)
transcoded in days, able to support
launch
10. Massive Scale Makes it Easier to Focus on Your
Core Business
Problem: Massive global growth in online
gaming
Solution: AWS’s Global Infrastructure
Benefits: Scaled to handle 4 million
players in 8 weeks
11. Storage
S3 – Storage for Source / Mezzanine files
Exceptional Durability: 99.999999999%
Secure
Economical
EBS – Storage for Media during Processing
POSIX Block Device
Dynamic
Persistent for non-contiguous processing
Direct Connect – Leverage your existing storage systems via
a low latency Nx10Gbps link to AWS
12. S3 Use Cases and Users
Media Serving
Media Sharing
File Storage / Backup
Static Content
Big Data
13. Storage: Scale of Amazon S3
Total Number of Objects Stored in Amazon S3
Peak Requests: 762 Billion
500,000+
per second
262 Billion
102 Billion
14 Billion 40 Billion
2.9 Billion
Q4 2006 Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q4 2011
15. Moving Files to and From Amazon S3 is Fast
Internet
Multi-part Upload Up to 700 Mb/s direct 1Gb and 10 Gb
to Amazon S3 Connections
17. Moving Files Faster Also Makes it Easier to
Hit Deadlines
9 Minutes: Other 7 Seconds: Amazon
than Amazon S3 S3
18. Processing
EC2– Servers in the Cloud by the Hour
High-Performance, Scalable, Secure
Origin servers, custom application servers,
monetization and DRM systems
EMR – A coordination framework for distributed computing
Minimizes Administration
Automates distribution
Simplifies workflows
CG1 - CUDA– GPGPU-enabled instances for super high FP
performance, transcoding.
20. Easily Scale Up and Down
Internet Video App on Amazon EC2
From 50 to 5,000 servers in 3 days
5,000
Scaled to peak of
5,000 instances
Number of EC2 Instances
in 3 days
Launch of
Facebook
application
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
The Animoto Blog
21. AWS Reduces IT Costs
Saved 70%
OPPORTUNITY
COST
WASTAGE
Traditional
Hardware
Saved 50%
Actual
Demand
Automated
Virtualization
Reduced costs by over 50%
22. Why Vimeo Chose AWS
“
Our users don't care whether it's
a peak time or not, and we
prefer not to pay for transcoding
machines the five days a week
we aren't using them.
This workload is perfect for EC2
23. CG1 – GPGPU is here
= 10x faster, 2x higher res, lower cost
24. Distribution
Cloudfront – Next-Gen Content Delivery Network
Performance-oriented
Multi-format
Secure
Economical
Route 53 – DNS
API controlled, allows programmatic shifts
Weighted Records
Alias records for ELB
EC2– Origin servers, custom application servers, monetization
and DRM systems
25. Introduction to CloudFront
CloudFront in a nutshell.
Our Content Delivery Network Delivers:
• Low latency. Improves media load times.
• High bandwidth. Enables high bit rate HD
video and other media applications.
• Redundant. Eliminates single points of failure.
• Scalable. Ensure great experience as number
of end users grows.
• Global. Worldwide network provides great
experience regardless of geography.
• Cost-effective. Pay as you go model provides
flexibility for your business.
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26. Introduction to CloudFront
Key features for CloudFront.
• RTMP (Flash) and HTTP delivery
• Live and VOD
• Adaptive Bitrate Streaming
• HTTP/HTTPS File Delivery
• Private Content
• Programmatic Invalidation
• Industry-compliant, detailed Access Logs
Amazon CloudFront
• AWS Management Console
• Full control via APIs
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27. Introduction to CloudFront
Delivery of Non-Cached Video Download
Request
S3 bucket or routed to most
custom origin
with your stored
Object requested
from origin
CloudFront
Edge
optimal edge
location
0 End-user requests video
video content
2 Locations
1
Media
stored in
Data transfer of3
video to CloudFront
cache 4 5 End-user enjoys video
Data transfer of
edge location to cached video
cache download to end
user
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28. Introduction to CloudFront
Delivery of Non-Cached Video Download
Request
S3 bucket or routed to most
custom origin
with your stored
video content
CloudFront
Edge
optimal edge
location
0 End-user requests video
Locations
1
Skipping these
steps means
lower latency
for your users!
Media read
from cache
2 3 End-user enjoys video
Data transfer of
cached video
download to end
user
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30. AWS’ Reliable Infrastructure Makes it
Easier to Focus on Other Tasks
“As with all the AWS services we leverage, using Amazon
CloudFront is so simple and reliable that the team doesn’t have to
think about it. It all just works, freeing us to focus on building cool
applications.”
>1Pb/mo through Cloudfront
31. Introduction to CloudFront
AWS and CloudFront’s global presence.
AWS Regions
US East (Northern Virginia)
US West (Northern California)
US West (Northern Oregon)
Europe (Dublin)
Asia Pacific (Singapore)
Asia Pacific (Toyko)
AWS CloudFront Locations
United States: Europe: Asia: South America:
Ashburn, VA New York, NY (2) Amsterdam Hong Kong Sao Paulo
Dallas, TX Palo Alto, CA Dublin Tokyo
Jacksonville, FL San Jose, CA Frankfurt Singapore
Los Angeles, CA (2) Seattle, WA London Osaka!
Miami, FL South Bend, IN Paris
Newark, NJ St. Louis, MO Stockholm
Milan!
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32. Introduction to CloudFront
Rapid pace of innovation (and price cuts). » San Jose, CA Edge
Location
» South bend
» Price Drop
Indiana Edge
» Free Inbound
» Price Drop Location
Data Transfer
» HTTPS Support » Second NY Edge
» Stockholm Edge
» Lower 1-Hour TTLs Location
» Access Logging Capability Location
» Access Logs for Streaming » Large Object
» CloudFront Management Console » Live Streaming
» NYC Edge Location Support
Support
» CloudFront tops
» Custom Origins 20K customers
» Private Content
» Streaming Video on Demand » Service Level Agreement
» CloudFront Public Beta » Jacksonville Edge Location
» New Lower Pricing Tiers » Singapore Edge Location » Paris Edge Location
» Private Streaming » (IAM) Identity & Access Management
» Sao Paulo Edge Location
» Enhanced CloudFront Logs
» Second LA Edge Location
» Default Root Object
» Invalidation
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33. Needs and Examples
What do M&E customers expect from a CDN:
• Great performance to a global audience.
• Reliable delivery to wide range of clients.
• Scalability for unpredictable spikes in demand
• Control for secure content delivery
• Support for HD high-bandwidth streaming
• Reporting and analytics to track & analyze viewing patterns
• Easy to configure and manage solutions
• Cost-effective solutions
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34. Needs and Examples
Need: Great performance to a global audience.
• Amazon is a metrics Gomez Large Object Test
driven company. Japan
12.000
• We focus on metrics
10.000 9.673
that capture the end
Download Time (Seconds)
user experience: the 8.000
“last mile,” not internet 6.000
“backbone” data 3.688
4.000 3.441
centers. 3.126
2.000
• Your customers do not
live in data centers. 0.000
Last Mile
CloudFront Comparison A Comparison B Comparison C
Last mile data based on 7,907 observations taken between 17-SEP-2011 and 1-Oct-2011
*The Gomez tests were designed and conducted by Amazon using the Compuware Corporation performance network. The
test results have not been reviewed, approved or endorsed by Compuware Corporation 34
35. Needs and Examples
Need: Reliable delivery to wide range of clients.
• Multiple delivery protocols for
different platforms and devices
• Adobe RTMP
• HTTP Streaming for iOS
• Microsoft Silverlight
• Options for live and on-demand video
• Full control over origin for live streaming
?
• Reliability backed by CloudFront
Service Level Agreement
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36. Needs and Examples
Example: Video banner ad customer.
80
Volume of Data Delivered (Gbps)
70 Peak usage over 60 Gbps
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50
40
30
20
10
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8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
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37. Needs and Examples
Need: Control for secure content delivery.
• Private Content Feature authenticate users with signed URLS
• Uses policy-driven access controls for control and flexibility
• Restrict on resource or path, time, source IP
• Signatures generated using asymmetric encryption
• SSL delivery and RTMPE streaming encrypt bytes on the wire
• Origin Access Identities secure your content in Amazon S3
• Identify and Access Management (IAM) to control who can
configure your CloudFront distributions
38. Need: Easy to configure and manage solutions.
• Self service signup and
configuration – anytime, from
anywhere
• AWS Management Console to
create and manage AWS
infrastructure like S3, EC2,
Cloudfront
• Programmatic APIs for integration
into your own systems and
workflow
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41. HOW BIG IS ―BIG DATA‖? (M&E EXAMPLE)
STANDARD FORMATS
CD DVD Blu-ray
.75 GB 4.7 GB 25 GB
COMPRESSED VIDEO
FORMAT SD 720p HD 1080p HD
Stream rate (Mbps) 1.5 5 8
1 hour of content .7 GB 2.3 GB 3.6 GB
UNCOMPRESSED VIDEO
FORMAT SD 720p HD 1080p HD
Stream rate (Mbps) 125 553 1290
1 hour of content 56 GB 249 GB 581 GB
UNCOMPRESSED VIDEO
FORMAT Digital Cinema 2K Digital Cinema 4K 3D Cinema Stream
Stream rate (Mbps) 1900 3800 5730
1 hour of content 855 GB 1710 GB 2579 GB
A single digital cinema production can be 800K–1M 2K/4K frames
44. BIG-DATA and WAN TRANSFER WITH TCP
TCP WAS DESIGNED IN THE EARLY 80’S
• When data was small & bandwidth was limited
• Fantastic for reliable data delivery
• Not fast enough for big-data
TCP IS THE ENGINE THAT DRIVES
• FTP, HTTP & HTTPS
• RSYNC, SCP
• CIFS & NFS
TCP DOES NOT LIKE NETWORK LATENCY/ RTT
• Geographic distance increases latency
• Network congestion increases latency
TCP DOES NOT LIKE PACKET LOSS
• Loss is caused by congestion
• Different network capacity
• Wireless and satellite communications
45. ASPERA FASP™: HIGH-PERFORMANCE BIG-DATA TRANSPORT
MAXIMUM LINE-RATE WAN TRANSFER SPEED
• Transfer performance scales with bandwidth independent
of transfer distance and resilient to packet loss
• Optimal end-to-end throughput efficiency
CONGESTION AVOIDANCE AND POLICY CONTROL
• Automatic, full utilization of available bandwidth
• On-the-fly prioritization and bandwidth allocation
UNCOMPROMISING SECURITY AND RELIABILITY
• Secure, user/endpoint authentication
• AES-128 cryptography in transit & at-rest
SCALABLE MANAGEMENT, MONITORING AND CONTROL
• Real-time progress, performance and bandwidth utilization
• Detailed transfer history, logging, and manifest
ENTERPRISE-CLASS FILE DELIVERY
• Transfers up to thousands of times faster than FTP/HTTP(S)
• Precise and predictable transfer times
• Extreme scalability (concurrency and throughput)
47. OVERCOMING BOTH BOTTLENECKS
#1 — TRANSFER DATA TO EC2 OVER WAN EFFECTIVE THROUGHPUT
• http transfer over WAN (single stream)
<10 Mbps
• Typical internet conditions
• 50–250ms latency & 0.1–3% packet loss
<10 to 100 Mbps
• 15 parallel http streams
• Aspera fasp transfer over WAN to EC2 up to 1Gbps
(per EC2 Extra Large Instance)
#2 — TRANSFER DATA FROM EC2 TO S3 EFFECTIVE THROUGHPUT
• Standard single stream http 10 to 100 Mbps
• Aspera S3 Proxy up to 1Gbps
• With parallel I/O http streams (per EC2 Extra Large Instance)
10 TB transferred per 24 hours
48. ASPERA PRODUCT & TECHNOLOGY PORTFOLIO
DISTRIBUTE COLLABORATE AUTOMATE
Complete portfolio of Global person-to-person Web-based application
servers and clients for and project-based and SDK for creating and
high-speed data delivery exchange and managing automated file-
and distribution. collaboration of files based workflows.
and directories.
TRANSPORT
Our unique, patented faspTM transport technologies provide unparalleled speed,
efficiency, and bandwidth control over any size, distance, and network.
50. Next Steps
Getting Started
• Simply sign up for AWS at
http://aws.amazon.com/
• Store some content in S3, put a cloudfront
distribution on it, and compare!
• Try your media processing applications on
EC2
• Take advantage of the Free Tier to experiment
with more advanced services
.
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