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Over The Top (OTT) and the Future of Digital Content Delivery


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In today’s connected society video is the killer app. Over the Top (OTT) media creates incredible customer viewing experiences and helps corporates build innovative employee engagement programs. Learn how a leading Australian media business used live video streaming to transform the customer experience at a recent worldwide sporting event and how Amazon Prime launched their Grand Tour in 200 countries in minutes.

Uti Alatan, Edge Services Business Manager, Amazon Web Services
Alastair Cousins, Solutions Architect, Amazon Web Services
Clive Dickens, Chief Digital Officer, Seven West Media

Published in: Technology
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Over The Top (OTT) and the Future of Digital Content Delivery

  1. 1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Uti Alatan Edge Services Business Manager Amazon Web Services Level 200 Over The Top (OTT) and the Future of Digital Content Delivery Clive Dickens Chief Digital Officer Seven West Media © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Alastair Cousins Solutions Architect Amazon Web Services
  2. 2. What to Expect From this Session • What is OTT? • Challenges faced with delivering OTT • Channel Seven’s Journey on OTT • AWS Approach to Delivering OTT Services • Customers using OTT to key messages to their customers
  3. 3. What is OTT OTT stands for “over-the-top,” the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service like a Fox Sports in Australia or a Comcast in the US.
  4. 4. What is OTT – When Did it Start? Picture: YankeesMariners/James Trosh/Commons
  5. 5. What is OTT – When Did it Start? • 1st OTT Livestream event – 5th September 1995 • Baseball Game between Seattle Mariners & New York Yankees • Live Radio Broadcast on the Internet for ESPN
  6. 6. OTT Challenges Major Events Reaching Global Customers Specialised Audiences Bandwidth mobile client multimediaclient
  7. 7. Changing Media Consumption Patterns • On Demand • Cord-cutting • Shift in Ad Rev Source: US Census, Citi Research Oct 2015 US Pay TV Penetration Rates “Millennials spend nearly 50% of their time watching movies and TV shows on devices other than a TV, primarily laptops/desktops, followed by smartphones and tablets” Source: Deloitte Digital Democracy Survey 2016 Millions Netflix Subscribers Source: Netflix Apr 2016 Ad Revenues Who’s watching TV
  8. 8. Go Global in Minutes – Amazon Video
  9. 9. Launched Dec. 15th – Over 200 Countries
  10. 10. OTT Industry Leaders Together Together AWS and Elemental Will Bring Customers: • Efficient scaling of video infrastructure as IP delivery increases • Deeply integrated platforms to create new service offerings • Solutions for the next generation of challenges – Examples include cloud DVR, server-side dynamic ad insertion, and more • World’s most advanced cloud infrastructure • Secure, elastic, scalable, cost effective • Scale over 190 countries, 1M+ customers 11 • Deep video processing expertise • Scale operations, monetise, deliver content • Proven with 700+ M&E customers
  11. 11. Devices Cloud Content Distributor: Channels LOAD BALANCER Amazon CloudFront ELEMENTAL CLOUD LOAD BALANCER ELEMENTAL CLOUD Amazon Redshift Amazon SQS Amazon EC2 Amazon SNS OTHER AWS SERVICES USED Amazon Route S3 Elemental DELTA Elemental DELTA Elemental DELTA Elemental DELTA Elemental LIVE Elemental LIVE Elemental LIVE Elemental LIVE Source Satellite and Fiber Network CDN X AWS REGION 2 Amazon Direct Connect INGEST LOGIC AWS REGION 1 Amazon Direct Connect INGEST LOGIC CDN 2
  12. 12. Simple Affordable End to End Live Streaming
  13. 13. Seven Network OTT for Events and Scale
  14. 14. 15 5/3/17 15 5/3/17 @clivedickens In/cdickens /cdickens Clive Dickens CDO AWS Summit 6 April 2017
  15. 15. 16 5/3/1716 5/3/1716 5/3/17
  16. 16. 17 5/3/1717 5/3/17
  17. 17. 18 5/3/17 1 8 10.02.1 7 Increasingly Universal Access to Cheaper & Faster Mobile Internet
  18. 18. 19 5/3/1719 5/3/17 Source: SWM ‘Share of Eye’ data and Company estimates Battle for ‘SCREENTIME’
  19. 19. 20 5/3/1720 5/3/17 Source: Edison Research ‘Share of Eye’ Study 1,500 Australians Free VOD and Social Video dominate
  20. 20. 21 5/3/1721 5/3/17
  21. 21. 22 5/3/17 Disruption as an Enabler
  22. 22. 23 5/3/1723 5/3/17 Why Cloud? Why AWS? ••SWM were able to grow and shrink capacity on demand ••Avoid investing in massive server infrastructure and storage in advanceElasticity ••S3 provided a scalable storage layer and handle the data spikes ••Durability and Availability provides added protectionInfinite Storage ••Allow rapid deployment of hardware instances and software solutions ••Respond to business demands in an agile mannerAgility ••SWM digital platforms and data in AWS ••Easy integration with existing tool sets Integration ••Extension of corporate network ••Robust Security framework - Granular access controls and policiesSecurity ••Cost-effective and flexible pricing options compared to other deployment optionsInvestment
  23. 23. 24 5/3/1724 5/3/17 • Server Side Ad Insertion • Redundancy with synchronisation • Simple API integration • Amazon Hardware & Software
  24. 24. 25 5/3/1725 5/3/17 Direct Fibre Connection • Reliable, scalable & cheaper than Internet • Throughput 1Gbps • Redundant connections Data Transfer AWS Direct Connect
  25. 25. 26 5/3/1726 5/3/17 • S3 isn’t ready for live • Nginx origin performed better Load Balanced ECS instances
  26. 26. 27 5/3/1727 5/3/17 CloudFront CDN • QoS report demonstrated performance equivalent to largest competitor • Simple to integrate • Supported geo restriction • Monitoring with Cloudwatch CDN Amazon CloudFront
  27. 27. 28 5/3/17 2016 + Workplace and Pub Broadcast Audience 5mMelbourne Cup Race Day TV Reach 2.9m Peak Broadcast 575k Race Day Total Live Streams 4.2m Social Audience 1.3m Social Media Live Views
  28. 28. 29 5/3/1729 5/3/17 Melbourne Cup 2016 All other web uses Seven Network, live streaming Source: Telstra Network data, November 2016
  29. 29. 30 5/3/17
  30. 30. 31 5/3/17 The best is yet to come!
  31. 31. 32 5/3/17 We are the Iceberg and those who don't get it are on the top deck of Titanic drinking champagne Casey Neistat YouTuber
  32. 32. 33 5/3/17 33 5/3/17 @clivedickens In/cdickens /cdickens Clive Dickens CDO AWS Summit 6 April 2017
  33. 33. Recap Direct Connect for Reliable Connectivity Analytics Deployed at Every Stage Scale Out and In with the Event
  34. 34. Fox Sports – Broadcasting to the World
  35. 35. OTT Recap New markets for existing content Regions enable repeatable solutions Rapidly scale to support remote event Securing your content Bring content closer to your users Generate additional revenue
  36. 36. A Real World Architecture Availability Zone Auto Scaling Group Corporate Data Center or Broadcast Site Availability Zone VGW IGW Origin Proxy Tier ALB S3 Bucket CloudFront End Users Direct Connect RouterElemental Live 10GE Fibre Connection Content Source
  37. 37. EBS Instance Store Amazon EBS/EFS/EC2 Instance Store Process Partner/Affiliate/ Service Provider User Delivery & ConsumptionVFX/Production On-Prem Apps Archive Amazon Glacier (Life Cycle Policies) c c Direct Connect Content Distribution Disposable Infrastructure Auto-scaling Workload specific Amazon S3 EFS On-Prem Encode Media Workloads Redefined
  38. 38. Content Owners Direct Reach to Audiences
  39. 39. Content Owners – Australian Tax Office This does not imply a commercial endorsement of AWS
  40. 40. Content Owners – Australian War Memorial
  41. 41. Video in Applications
  42. 42. Use Case – VideoMyjob 82% Filled Roles Faster 91% Made Stronger Shortlists 100% of the candidates had a positive experience VideoMyjob enable recruitment agencies and in-house recruitment teams to create, edit and post video job ads in less than 15 minutes
  43. 43. Summary - Cloud Benefits AWS helps you adapt your media storage and compute needs Handle unpredictable & bursty media needs Pay for media you store and process, as you go Global availability instantly, with no commit Focus your resources on your media needs Shorten time-to-market, test out new approaches Cost Pressures Content Growth Peak Demand Competitive Pressures Global Market Core Competency
  44. 44. Thank you!