1. Digital Media Lifecycle on Amazon Web Services
Jeff Barr, Senior Web Services Evangelist

3. Agenda
What is Cloud Computing and Amazon
Web Services?
The Cloud Scales
Storage
Transcoding / Encoding
Distribution and Delivery
Support
Next Steps

4. What is Cloud
Computing?

5. The Cloud is Suddenly Everywhere

6. What is Cloud Computing?
Cloud Computing is a utility service - giving you access to
technology resources managed by experts and available
on-demand.
You simply access these services
over the internet, with no up-front costs and
you pay only for the resources you use.

7. Tools to access
services
Cross Service
features
Platform building
blocks
Infrastructure
building blocks

8. The Cloud Scales

9. The Cloud Scales
Every day, Amazon Web Services adds enough
new server capacity to support all of Amazon's
global infrastructure in the company’s fifth full
year of operation, when it was a $2.76B annual
revenue enterprise.

10. The Cloud Scales: Amazon S3 Growth
Peak Requests: 449 Billion
290,000+
per second
262 Billion
102 Billion
40 Billion
2.9 Billion 14 Billion
Q4 2006 Q4 2007 Q4 2008 Q4 2009 Q4 2010 Q2 2011
Total Number of Objects Stored in Amazon S3

11. The Cloud Scales: Customers in 190 Countries

12. The Cloud Scales: Partner Ecosystem

13. Digital Media Workflow

14. Digital Media Workflow
Control Panel REST APIs
Production
Video/audio capture
Workflow Management
Job Scheduling Review and Approvals Automation
Post Prod Web
Editing
Sequencing Hosting
Transitions Publishing
Compositing Ingest CMS/DAM Encode DRM Playout
Secure Upload Asset Mgmt Encode Encryption Playlist Mgmt
VOD and Stream Metadata Mgmt Transcode Key Mgmt Broadcast scheduling
Transmux
Source
Encode Client
MPEG2-TS
Playback
Devices
Runtimes
Players
Interactivity
Signal Monetize AuthN/Z Analytics Delivery
Ad Insertion Authentication Real time stream Streaming and HTTP
Transmit Ad Targeting Authorization
OTT Delivery
Reporting Origin and CDN
Satellite OATC
Fiber Billing integration
Produce Manage Publish
AWS

15. Data Ingest
Ingest Data Transfer – no additional charge
Aspera On-Demand to Amazon S3
 Up to 700 Mb/s
 Familiar and Intuitive Client

16. Media Storage - Today
Exponential Growth Fixed Storage Assets Queue of files to
in Digital Files (Main, Backup 1, Backup 2) Digitize

17. Media Storage - AWS
Exponential Growth Flexible Storage Assets Files to digitize
in Digital Files (Main, Backup 1, Backup 2)

18. Storage with Amazon S3
Amazon S3 is a highly scalable, durable and available
distributed object store designed for mission-critical and
primary data storage with an easy to use web service
interface.
Durability
 Standard: Designed to provide 99.999999999% durability
and 99.99% availability of objects over a given year"
 Reduced Redundancy: Designed to provide 99.99%
durability and 99.99% availability of objects over a given
year. This durability level corresponds to an average annual
expected loss of 0.01% of objects.
Pricing (per GB / per Month)

19. Amazon S3
Control Access to files with built in Access Control
Lists and AWS Identity and Access Management
CMS / DAM Solution Providers - Ooyala
 Secure data with encryption at REST
• SafeNet – ProtectV
• Trend Micro - SecureCloud

20. Transcoding - Today
Exponential Growth Fixed Hardware Queue and Wait times
in Digital Files

21. Transcoding – Amazon EC2
Exponential Growth Flexible Hardware Queue and Wait times
in Digital Files to meet Demand

22. Netflix Example
Netflix needed to transcode 17,000 titles (80TB of data) to
support the launch of Sony PS3. They provisioned 1200 Amazon
EC2 instances and completed the transcoding process in just days.

23. Transcoding on Amazon EC2
Flexibility:
 Support for Windows, Linux, Novell, RedHat, etc..
 Supports all major web and application platforms
 Deploy across Availability Zones for reliability
 Monitors status and usage
Solution Providers
 Sorenson Media
 Encoding.com
 Panvidea

24. Analytics - Today
Exponential Growth Fixed Hardware Customer Experience
in Customer Data

25. Analytics with AWS
Exponential Growth Flexible hardware to Customer Experience
in Customer Data immediately handle
increased processing
When the job is done,
shut down the extra
servers to save $

26. Analytics Options on AWS
AWS Elastic MapReduce
Data Warehouse and BI Providers
 Oracle
 SAP
 Aster Data nCluster
 Vertica
Analytics Services
 Ooyala
 http://www.s3stat.com/
 Interactive Agencies – Razorfish

27. Amazon CloudFront (CDN)
Amazon CloudFront is a flexible, high performing, easy-to-use
content delivery service without contracts, overage charges,
long-term commitments or minimum fees.
 Pay-as-you-go pricing
 Control over the origin for streaming and download delivery
 Integrates with other AWS Services
 Reach a global audience with 19 edge locations in key
markets
 Serve video to different platforms
• Options for HTTP download and Flash streaming
• Stream live events
 Protect valuable assets
• Policy based authentication, SSL delivery and RTMPE
streaming
 Understand viewing patterns
• Detailed access logs and integration with analytics packages

28. Case Studies and Use
Cases

29. Challenge:
 In 2008 Netflix suffered an outage due to single points of
failure with 2 key databases. They looked to re-architect
for high availability and move to a service oriented
architecture.
 Growth: Accelerating and unpredictable, product launch
spikes (i.e Wii). Could not build datacenters fast enough.
Solution: “AWS is the market leader and has been able to
create a continuous and virtuous cycle. Large AWS
customers demand (and receive) continuous improvements
from AWS. Those improvements, in turn, attract more large
customers and the cycle then repeats itself.”
– Kevin McEntee, VP Content Engineering, Netflix

30. Benefits: “We moved to the clouds looking for
availability. We have also found a tremendous agility
by eliminating complexity, process, and control.”
– Kevin McEntee, VP Content Engineering, Netflix

31. Applications on AWS
Content Logs Play WWW API
•Video Masters •Amazon S3 •DRM •Search •Metadata
•Amazon EC2 •Amazon EMR •Bookmarks •Movie Choosing •Device Config
•Amazon S3 •Hive •Logging •Ratings •TV Movie
Choosing
•BI •Similars
•Mobile

32. Challenge: Store, encode, manage, play, and analyze
a vast library of digital media files.
Solution: “When we started Ooyala, we were warned
that we would spend most of our time in datacenters
at 2:00 AM, making sure everything was working.
With AWS, we have found ourselves asking why
anyone would choose to do it themselves. AWS has
enabled us to build, deploy, and scale our product in
record time, raising the bar for rapid innovation.”
- Sean Knapp, Founder and President of Technology,
Ooyala

33. Benefits:
 For encoding jobs Ooyala leverages spot instances to
save money and gain immense scale. Sean Knapp
stated that “wait times have practically disappeared.”
 Agility – Developers are able to focus improving and
growing the business, not on the infrastructure.
AWS Usage
 Web application – Amazon EC2
 Encoding – Amazon EC2 and Resque
 Digital Asset Management – Amazon S3 / Amazon EC2
 Monetization with Amazon Flexible Payments

34. Challenge: Previous CDN had streaming error rates
that were above PBS’s standards.
Solution: After monitoring multiple CDNs for a few
weeks, PBS Interactive found that CloudFront had a
significantly lower error rate than the incumbent CDN.
As a result, they migrated the majority of PBS videos
to Amazon S3 storage and delivered them via Amazon
CloudFront.

35. Benefit: PBS Interactive says it has experienced fifty
percent fewer errors in its video streaming
performance. PBS is delivering nearly 1PB of
streaming video a month via Amazon CloudFront
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.”
- Drew Engleson, Chief Architect, PBS

36. AWS Premium Support

37. Next Steps:
Migrate Applications:
 Whitepaper
• http://bit.ly/awsmigration
 Recorded Migration Webinar
• http://bit.ly/awsmigrationwebinar
Contact an AWS Enterprise Account Manager:
http://aws.amazon.com/contact-us/aws-sales/
Me:
 jbarr@amazon.com
 @jeffbarr on Twitter
 http://www.jeff-barr.com

38. Thank You!