This document discusses building media services workflows on AWS. It introduces several AWS media services like Elemental MediaConvert, MediaLive, MediaPackage and MediaTailor that allow customers to process, deliver and monetize video content. Examples are provided of how these services can be used to build live streaming and video on demand solutions. The benefits of migrating media infrastructure to AWS are also summarized, including flexibility, scalability and reducing costs.

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ANDREW HORNE
Principal Specialist Solutions Architect – AWS ELEMENTAL
Building for Scale with
AWS Media Services

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AWS Media & Entertainment Customers
2
NASA/JPL
AWS MEDIA AND ENTERTAINMENT CUSTOMERS

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Video Application Use Cases
Government
Pay TV
Event
Classroom Gaming
Live OTT Channels

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Media & Entertainment CEO Survey
What challenges are keeping them up?
Top five concerns for M&E CEO’s
45%Key skills
Speed of technological change 42%
Cyber threats 40%
Changing consumer behavior 30%
‘Extremely concerned’
New market entrants 20%
IP - UHD & HDR – Cloud - Security
Source: PwC 21st CEO Survey. Base: All respondents (1,293)
Managing a technology change
Innovation & Differentiation

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Media Processing and Distribution
§ Slow set-up of the infrastructure
§ Scaling is challenging and requires time
§ Over-designed for peak loads
§ Requires large upfront investment
§ Expensive maintenance
§ Low agility, long TTM
On Premises
§ Resources are available immediately
§ Elastic, scales up/down as needed
§ Leverages on a large number of existing
managed services
§ Pay for media you store and process, as you go
§ Agile, short TTM
§ But…
§ Broadcast-grade availability and professional
quality video/audio are a challenge
§ Pricing models can be complex
Cloud

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Shorten time-to-market,
test out new approaches
Automate the supply chain
Global availability instantly,
with no commit
Build for one region and you
have built for “all”
Focus your resources
on your media needs
Stop maintaining data centers
Media Infrastructure Migrating to the Cloud
6
Trade capital expense for
variable expense
Pay for media you store
and process as you go
Benefit from massive economies of scale
AWS helps you adapt media
storage and compute needs
Stop guessing capacity
Handle unpredictable
and bursty media needs

7. AMAZON CONFIDENTIAL 7

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AWS Elemental MediaConvert
Prepare file-based video assets for on-demand IP delivery
Build vid e o -o n-
d e m a nd w o r kf lo w s in
m inut e s no t m o nt hs
De live r br o a d ca st-
g r a d e q ua lit y vid e o
I nt e g r a t e w it h
o t he r A WS se r vice s

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AWS Elemental MediaConvert
A workflow example
File-based
Media
STORAGE
Amazon
S3
VOD ORIGIN
AWS Elemental
MediaConvert
FILE-BASED
PROCESSING
Amazon
S3
VOD ORIGIN
AWS
Lambda
WORKFLOW
DEVICES
Media Files
SOURCE CDN
Amazon
CLOUDFRONT

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AWS Elemental MediaLive
Convert inputs into live video outputs for IP delivery
Bro a d ca st live wit h
t he push o f a but t o n
S ca le t o d e live r
a ny num be r o f
live cha nne ls
Enco d e br o a d ca st-
q ua lit y live vid e o

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AWS Elemental MediaPackage
Originate and package live and on-demand video content
De live r vid e o f r o m
o ne so ur ce t o m a ny
d e vice s
P r o t e ct va lua b le
co nt e nt w it h
a d va nce d DRM
ca pa bilit ie s
Ena ble a
t im e -shif t
e xpe r ie nce

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AWS Elemental MediaStore
Originate and store video assets
De pe nd a ble st o r a g e
f o r vid e o w o r klo a d s
Lo w , p r e d ict a b le
la t e ncie s
Co nsist e nt U RL f o r
m e d ia a sse t s

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MediaLive, MediaPackage and Media Store
Live streaming examples
AWS Elemental
MediaLive
LIVE VIDEO
PROCESSING
Live TV
INPUT
Amazon
Direct Connect
DATA TRANSFER DEVICESCDN
Amazon
CLOUDFRONT
AWS Elemental
MediaPackage
JUST-IN-TIME
PACKAGING & ORIGIN
DRM Provider
Just in Time Packaging
72h buffer
AWS Elemental
MediaStore
MEDIA-OPTIMZED
STORAGE & ORIGIN
Open or encrypted with static key

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Case Study : Snowball Digital

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AWS Elemental MediaTailor
Personalize and monetize video content with SSAI*
Deliver unique
ads to viewers
Provide
broadcast-grade
ad experience
Improve tracking
of ad views
*SSAI – Server Side Ad Insertion

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AWS Elemental MediaTailor
Evolution of ad insertion techniques
2007
Burnt-in static ads
No consideration of
demographics
No link to ad campaigns
No interactivity
2012
Client Side Ad Insertion
Client inserts relevant
advert at point of
playback
More personalized
Accurate metrics
Quality inconsistent with
main content
Supported on selected
devices only
2017
Server Side Ad Insertion
Fully personalized ads
Supports all devices
Protect against blocking
or skipping
Broadcast-grade quality
of experience
Works for live, VOD and
time shifting applications

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AWS Elemental MediaTailor
Amazon Prime Video example
AWS ELEMENTAL CLOUD REGION
Venue
SOURCE
AWS Elemental
Media Live
AWS Elemental
MediaPackage
AWS Elemental
MediaTailor
PERSONALIZATION AND
MONETIZATION SERVICE
DISPLAY DEVICES
DASH, HLS, Smooth
Multi-CDN
DISTRIBUTION
Internal Ad
Server
AD SERVER
ADS Proxy
PROXY
AWS ELEMENTAL CLOUD REGION
AWS Elemental
Server Amazon S3
Stitch & deliver
personized
manifest
Get ad info for each user
Report ad plays

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AWS Media Services
§ Broadcast-grade workflows in the cloud
§ Full control over video parameters to achieve
professional quality results
§ Support for a large number of video formats
and standards
§ Media services can be use together with all
other AWS services to build fast your own
workflow
§ Fully integrated in AWS Console, AWS
Command Line Interface (CLI) and AWS SDK
for all supported languages
§ Built as Managed Services
§ Resilient components implemented in
multiple Availability Zones
§ Self-Healing approach
§ Scale automatically to the load
§ Built-in monitoring
§ Simpler and faster implementation of
your own workflows
§ Focus on your contents and application,
not on implementation details
Summary

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AWS Media Services Partners
AWS Elemental
MediaLive
AWS Elemental
MediaPackage
AWS Elemental
MediaConvert
AWS Elemental
MediaTailor

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Integrate with complementary AWS Services
AI/ML services
Amazon
CloudFront
Amazon
Route 53
Amazon
Direct Connect
AWS
Lambda
AWS
CloudFormation
Amazon
CloudWatch
Amazon Rekognition Video
Deep learning powered video analysis
Amazon Translate
Natural and fluent language translation
Amazon Transcribe
Automatic speech recognition
Amazon Comprehend
Natural language processing

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Case Study – Sky News
Experience the Royal Wedding like no other
before; as AWS teams up with Sky News to
enhance viewer experience from every angle.

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Video on Demand Workflow on AWS
https://aws.amazon.com/answers/media-entertainment/video-on-demand-on-aws/
• A ready-to-go solution to start with a media services
• Built with AWS CloudFormation templates
• Up and running in ~20min!

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Well Architected Framework
Help our customers and partners to build the best solution on AWS
Build and deploy faster
Stop guessing capacity
needs, test systems at scale,
and use automation to make
experimentation easier by
building cloud-native
architectures.
Lower or mitigate risks
Understand where you have
risks in your architecture,
and address them before
your applications are put
into production.
Make informed decisions
Determine how architectural
decisions and/or trade-offs
might impact the
performance and availability
of your applications and
business outcomes.
Learn AWS best practices
Access training and
whitepapers that provide
guidance based on what we
have learned through
reviewing thousands of
customers’ architectures on
AWS.

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Well Architected Review
A common exercise to help you improve the five main pillars
Start here:
https://aws.amazon.com/architecture/well-architected/
Operational
Excellence
Security Reliability Performance
Efficiency
Cost Optimization

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Next steps
Additional documentation and examples
§ AWS Media Services
https://aws.amazon.com/media-services/
§ AWS Answers/Media & Entertainment
https://aws.amazon.com/answers/media-entertainment/
§ VoD workflow solution
https://aws.amazon.com/answers/media-entertainment/video-on-demand-on-aws/
§ Well Architected Framework
https://aws.amazon.com/architecture/well-architected/

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Thank You!