Video on Demand. Thomas Rogers Principal Systems Architect Video Solutions Concurrent

Transcription

1 Video on Demand Thomas Rogers Principal Systems Architect Video Solutions Concurrent

2 Agenda Introduction About the Speaker Who is Concurrent? Traditional Video on Demand Key Components, Aspects and Architecture Basics of Session Setup VOD Menuing The Future of Video on Demand Emerging Trends Multiscreen is HUGE! Explosion of Content and How to Support It New Revenue Generation Possibilities Concurrent Copyright

3 Introduction

4 About the Speaker Tom Rogers Title: Principal Systems Architect Company: Concurrent Computer Corporation Affiliations: SCTE member, CableLabs contributor Concurrent Copyright

5 Who is Concurrent? Video Solutions Products: Open Software for Multi-Screen Video Applications 170+ Commercial Deployments Serving 32M Basic Subs ~2 Million Streams Shipped Serving Cable, IPTV, Web, and Wireless Service Providers Emerging Solutions for Content Providers Media Data & Advertising 2 Time Emmy Winner Confidential Under NDA for Chunghwa Telecom Products: Enterprise Data Collection & Advertising Software for Multi-Screen Applications 11 Major MSO s (Top 6 Major MSO s in North America) 265 Markets Worldwide Processing Over 8 Billion Transactions Annually Service & Content Providers 5

6 Traditional Video on Demand

7 Key Video on Demand Components Video Distribution, Playback Ingest Video Storage Video Servers Business Management System Back Office Authorization Resource Management Catalog Management Billing System Integration Menu/Client Navigator Concurrent Copyright

8 Aspects of Traditional VOD Established Standards and Practices for Component Interoperability: CableLabs SCTE NGOD ISA Modest Library Sizes for basic VOD functionality: Subscription VOD Pay VOD Free VOD Long-Form Advertising Time-Shifted TV - Real-time capture of broadcast programs into the VOD system: Start Over (play from beginning during airing window) Start After ( look back, catch-up play after airing window) Concurrent Copyright

9 Basic VOD Session SetSet-up Concurrent Copyright

10 Traditional Video on Demand Delivery Architecture Open BMS Interface MHGS Servers Resource Management Hub 1 Real-Time Pitcher Interconnect Delivery Real-Time Catcher Reliable Multicast MultiPath Network Network Reliable Multicast Storage Hub N Hub 2 Hub 3 Media Store 2000 (FC Disk) RTSP or HTTP Streaming MH4500 Server Shared RAM Cache Content Ingest (Hub/Complex) (Patent Pending) Ingest (Headend) MultiPath DRAM DRAM DRAM DRAM DRAM DRAM MultiPath Media Cache 1000 (Flash SSD)

11 VOD Menuing Concurrent Proprietary & Confidential

12 The Future of Video on Demand

13 Emerging Trends Growing Consumer Demand for Any Content, Any Where, Any time (multiscreen) Growing mobile video capabilities (Droid, ipad, iphone ) Supporting multiscreen through use of new technologies: Adaptive bitrate HTTP streaming Digital rights management Exploding content marketplace: Over The Top Competition to Traditional Service Providers Subscriber alternatives, including: Netflix, Apple TV, Content Providers (ABC.com) Large Content Libraries/CDN Architectures Moving from 1000 s of titles to 100,000 s Increasing availability of HD titles Incorporating Edge Caching Models to traditional VOD New Revenue Generating Opportunities Concurrent Copyright

14 Multiscreen Delivery Architecture Back Office Interface Today s Architecture Next Generation Architecture Control Systems Encoder File Based Content Reliable Multicast IP Multicast Real-Time Pitcher Multiscreen Broadcast Video Real-Time Catcher Hub 3 Hub 4 Interconnect Multi-Tier Scalable Attached Storage Storage Resilient Content Ingestion Hub 2 Resource Management Scalable Transcoding PC C Video to TV Resilient Streaming Delivery Network Broadcast Content Resource Management TV Video to PC Video to Mobile Delivery Optional Library/Edge (CDN) Configuration Strictly Confidential and not for Distribution MPEG-2 H.264 VP6 (Flash) VC-1 / WMV Mobile 14

15 Multiscreen VOD Session Setup Concurrent Copyright

16 HTTP Dynamic Bitrate Streaming Source Video File Media Player High Bit Rate (2.0 Mbps) + Medium-High Bit Rate (1.6 Mbps) Manifest Files Chunked Video File Bandwidth Medium Bit Rate (1.2 Mbps) Transcoder Available Network Medium-Low Bit Rate (800 Kbps) Low Bit Rate (400 Kbps) HTTP Dynamic Bit Rate Streaming Time 2.0 Mbps 1.6 Mbps Available Network Bandwidth 1.2 Mbps 2.0 Mbps 800 Kbps 400 Kbps 400Kbps 800 Kbps 1.2 Mbps 800 Kbps Time Concurrent Copyright

17 Multiscreen Distribution Format Leaders HTTP Adaptive Bit Rate Streaming Has Emerged as the Protocol of Choice for Service and Content Providers Maximizes the Viewing Experience to Support Available Bandwidth HTTP Adaptive Bitrate Streaming Leaders DRM Perceived to Be Superior Preferred by Premium Content Providers Momentum in Pay Video Content Support for ipad, iphone, and ipod Touch Adobe Currently Used for 80% of All Web Video Applications High Growth Weaker DRM Increased Video Consumption Rates Flash Media Player is Broadly Deployed 3 Million ipads Sold in 3 Months Concurrent Copyright 2010 Proprietary and Confidential Used Mostly for Free Content 17

18 Exploding Content Marketplace Digital Content Explosion Migration Towards Personal Digital Content (What, When, Where, and How Consumers Want It) Access to Over The Top content on all screens, when home and on the go, is demanded Consumers are interested in high quality content and more content variety YouTube video data now represents over 10% of all Internet Traffic1 Audio TV, VoD, Internet & P2P will account for close to 90% of all consumer traffic by Video Multiscreen Convergence Television PC Compact Disc shipments have decreased 5% / year since 2004 Digital album sales have grown by 116% / year3 1&2 - Website Optimization.com, 2008; 3 - Nielsen Media Research 2008; 4 - comscore December 2008; 5&6 - Kagan Research, LLC 2008 Mobile 80% of year olds watch an average of 4.8 hours of online video per month4 VOD views/year projected to be 6.6B in % of VOD homes access VOD 24.4x per month5 SNL Kagan predicts a 62% increase in VOD system usage based on deployment of Start-Over (TSTV)6 18

19 Consumer Insights: Wired and Wireless Broadband dominates Percentage of Internet Users viewing full length video content Online Video Statistics 80% of Internet Users View Online Video1 55 Billon Online Videos Streamed in 40% CAGR2 Overall Online Monthly Video Usage in the US in July 2008 Surpassed 11.4B Streams2 Over 500K videos coming online daily3 80% of year olds watch an average of 4.8 hours of online video per month4 Internet Video Revenue, Including Subscriptions, Downloads And Advertising, Is Forecast To Reach $20B In We are starting to see the beginnings of cord-cutting where people, particularly young people, are saying, 'All I need is broadband. - Glenn Britt, CEO at Time Warner Cable, February 2009 Implications Video Is Now An Integral Part Of Online Experience Video Consumption is Fragmenting Across Different Access Methods The Traditional TV Experience Is Being Challenged Longer-Term, Threat To Pay TV, VOD, And TV Advertising May Emerge As User Behavior Shifts To The Web Or Could Be Complementary As Users Access Video At Times They Are On A PC Concurrent 1- emarketer; 2 - Accustream; 3- Truveo 08; 4 Accenture 2009; 5 - CIBC; RCBG Analysis19

20 Caching Distribution Network (CDN) Architecture VOD Content Live Broadcast Next Generation Back Office Hub Site 1 Resilient TV Delivery Resource Management Handset Detection OD Transcode & DRM Off-Net Delivery Hub Site 2 Resilient TV + PC Delivery Central or Regional File Server AMS Encoder Real-Time Ingestion Real-Time Content Ingestion Transcoder File-to-File File-to-Stream Stream-to-File Stream-to-Stream On-Demand Origin Server /Storage Archive Switch Deep Storage (100 s of Thousands of Content Hours) Adaptive Caching Content-Aware Behavioral Caching Algorithms OD Transcode & DRM Hub Site 3 Resilient TV + PC + Mobile OD Transcode & DRM Network (Public Internet) Hub Site 4 Attached SSDs or Disks + OD Transcode & DRM On Demand DRM DRM DRM License Server Media Player or Client Navigator Strictly Confidential and not for Distribution 1 RU Server Option OD Transcode & DRM 20

21 A Platform for Revenue Generation Media Data & Advertising Solutions Focus is on Revenue Producing Applications Integrated Experience Across Multiple Screens Common Management Framework (Incl. Ads & Data) VOD Broadcast Time-Shifted TV Personalized Content Licensed Content Social Networking Interactive Conferencing VOD Pay Per Play Broadcast Television Start-Over Home Video Upload Video (DVD) License Favorites / Recommend Mobile Video Exchange Subscription VOD Personalized Channels Look Back Photo Upload Music (CD) License Photo Sharing Video Conference Network DVR Music File Upload Free On Demand Virtual Coffeehouse Music On Demand Video Mail On Demand Games Standard Interfaces & Common APIs Control Plane/ Back Office Cable VOD BMS RS-DVR Controller Recommendation Engine Concurrent Copyright 2009 Resource Management Content Management 21

22 Network Digital Video Recording Value Reduces OPEX and CAPEX for consumer premise equipment. Subscribers have ability to capture unlimited channels. Additional Value-Add Services Household storage upgrades without a truck-roll Whole-home DVR. Personalized Content (UGC video and Pictures) Additional simultaneous Channel Capture Multi-screen access to recorded content Targeted advertising Challenges Content Rights for Premium Television Channels US Court interpretation of Fair-use One Copy per request drives storage costs 22

23 Network Digital Video Recording NDVR Controller Data MDAS Data Collect Schedule Recordings, User Directed DVR Content Management Program Record & Lifecycle Commands Subscriber Portal Content & Policy Management Ad Management Orchestrate Session Edge Resource Cache Management Management Media Gateway/ Content Discovery Encoders Transcode Real-Time Real-Time Distribute Pitcher Subscriber DVR Client On Demand Bulk Ingest Splice Transcode Parallel Write Distribute (Pitch) Intelligent Ad Splicing Transcoding Play List Management Management Network Storage Delivery Trusted Devices PC Real-Time Recording Write Catcher Session Generator Flash SSD Retrieve No Cache Deliver TV Migrate Reliable Multicast Archive Parallel Write (US Model) HEADEND Broadcast Content UGC Content Internet Content Advertising Content Caching Server No Caching (US Model) HUBSITE Campaign Management Advertising Advertising Server Latent Content Off-Load To Lowest Cost Storage Mobile

24 Multiscreen Monetization Business Model Services Provider Audience Measurement Firms TV Media Solutions S U B S C R I B E R S On Demand video solutions Interactivity Cross Services Data Solutions Addressable advertising Mobile Media Solutions On demand video solutions Streaming Broadcast Cross Mediums Data Solutions Addressable Advertising 3-Screen Ad Agencies Video & Interactivity & Advertising Networks Web Media Solutions On demand video solutions Streaming Broadcast Cross Mediums Data Solutions Addressable Advertising MEDIA DATA - Usage - Content - Operational - Interactivity & Advertising Web Content Provider Market Research Firms Service Provider Operations

25 Cross Services, Cross Mediums Data Data Mining Data Management (Oil Drilling Analogy) (Oil treatment/shipping Analogy) Concurrent Services Provider VOD Data Analysis Concurrent (Oil Refinery Analogy) Audience Measurement firms, & Concurrent Data Warehouse 3rd Parties Linear etv Clickstream DVR Mobile Web Audience Msrmt Firms Collection Data Filtering Aggregation Correlation Warehousing Distribution Reporting Content Owners Applications & Services Performance Monitoring Performance Benchmarking Subscriber Experience Reporting Dimensional Analysis Trends Analysis Targeted Advertising Ad insertion Statistics Reporting Segmentation Analysis Asset Reporting Analytics Audience Measurement Ad efficiency Analysis Consumption Reports Revenue Reports Trends Analysis Statistics Reporting Demographics Analysis Campaign Reports 25

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