TV Everywhere. Ali C. Begen. Video and Content Platforms Research and Advanced Development Cisco and/or its affiliates. All rights reserved.

Transcription

2 Agenda Motivation and Examples for TV Everywhere (TVE) TVE Business Models Adaptive Streaming over HTTP Deployment Issues and Solutions Cisco Public 2

3 Consumer Internet Video Composition EB/Month Video Calling Internet-Video-to-TV Internet-Video-to-PC: Long Form Internet-Video-to-PC: Short Form Internet-Video-to-PC: Live Ambient Video and Internet PVR Source: EB: 1e18 bytes Cisco Public 3

4 First Things First IPTV vs. IP Video IPTV Managed delivery Emphasis on quality Linear TV plus VoD Paid service IP Video Best-effort delivery Quality not guaranteed Mostly on demand Paid or free service Cisco Public 4

6 Experiences Consumers Want Now Yet Service Providers Struggle to Deliver Online Content on TV/STB Intuitive Unified Navigation for All Content Multi-screen TV Experience Web 2.0 Experiences on TV/STB Support an increasing variety of services on an any device and deliver a common experience everywhere Cisco Public 6

7 Three Dimensions of the Problem Content, Transport and Devices Managed and Unmanaged Content Managed and Unmanaged Transport Managed and Unmanaged Devices Cisco Public 7

8 From Totally Best-Effort to Fully-Managed Offerings Challenge is to Provide a Solution that Covers All Design to the most general case Optimize where appropriate Cisco Public 8

9 Two Separate Networks are Colliding Internet Next Generation Internet Services Network Simple access business model Varied business models Flexible business models Built for scale Massive scale and performance Focused on services Limited security/privacy Secure, privacy option, guaranteed Built for performance No SLAs Services anywhere on any device Security, privacy, SLA guarantees Cisco Public 9

10 HBO GO Delivery of TV Content to IP-Enabled Devices Subscribers can watch HBO content via the Internet or 3G (only in the US) First launched in Feb with Verizon FiOS Later expanded to AT&T U-Verse, DirecTV, DISH Network, Suddenlink, WOW!, and Comcast Xfinity (Beta available for Cox and RCN) Time Warner Cable and Cablevision announced agreements in Dec Content includes more than 1,400 titles, every episode of every season of HBO series Cisco Public 10

11 DISH Network TV Everywhere Using Sling Technology What can you watch? Live TV: Unlimited access to watch any channel in your subscription DVR Content: Any TV show or movie recorded on your DVR Online Content: Access to thousands of TV shows and movies at DISHOnline.com Where can you watch it? Smartphone, laptop, or tablet anywhere you can connect to high-speed Internet or over a 3G cellular data plan Cisco Public 11

12 Cablevision Launches Live TV ipad Application Optimum (April 2011) Cablevision released an ipad app with support for almost 300 linear TV channels, access to 2,000+ VoD titles and a DVR control feature The app works only within reach of a customer's home Wi-Fi connection Programming is piped over from headend to the cable modem Cablevision does not require customers to have Internet access Cisco Public 12

13 Cablevision Launches PC-to-STB Application Delivery of IP/Local Content to STB A new service that lets subscribers relay content from their PCs to their TV screens One can even relay videos from Hulu and Netflix but the service does not support blurays or protected DVDs The service streams content to channel 641 on one digital cable box at a time, and only one PC can stream at a time Cisco Public 13

14 BBC iplayer Available (Almost) Globally Statistics for September 2011 Total Requests 90M for TV programs (13% of the requests were for live streams) 40M for radio programs (77% of the requests were for live streams) Devices 65% computers, 15% Virgin Media, 5% game consoles, %6 mobile devices, %3 tablets 3G streaming is still unavailable on some platforms/operators Source: BBC istats Cisco Public 14

15 Content Owners are Going Directly to Consumers The Lines are Blurring between TV and the Web Disney Movies Free digital copy of DVDs, purchase or rent online Paramount Media Store Entertainment portal and storefront Cisco Public 15

16 Service Provider s Multi-Screen Challenges Content Rights Based on specific technologies and devices Content security Audience measurement Monetization Consumers are not willing to pay extra Currently fueled by desire to promote premium video subscription Technology Fragmented consumer experience Siloed delivery from current VBO Online video impact on network infrastructure Cisco Public 16

17 Videoscape Architecture for TV Everywhere Metadata Preparation Interaction with End Devices Clients Metadata EPG Info CMS Entitlement Media Suite EPG Manager Feature Description Multiscreen PORTAL Provides linear functionality to power EPG unmanaged device experiences around live channels Schedule Ingestion Channel Creation Channel Entitlement Schedule, configure and monitor the ingest of EPG data from source Create channel bundles with entitlement and additional enhanced rich metadata/links/etc. Manage consumer access to channels utilizing Media Suite entitlement module Assets DRM Discovery Search across EPG and VoD, blend the linear and on-demand experience TVE Clients Content Preparation Content Distribution Transcode Encapsulate Encrypt OS CDN Acquirer Service Routing Streamer Streamer Cisco Public 17

19 TV Everywhere Revenue Model Content Provider Operator Advertiser Content Delivery Network Consumer Delivery of traditional TV content to IP-enabled devices can reduce customer churn and help raise ARPU Cisco Public 19

20 Typical Commercial Model Today Bundles Content Voice Video Data Operator Expenses Churn Advertising Consumer Non-consumer Cisco Public 20

21 Primary TVE Business Models Model #1 Additional Subscriptions / Transactions Monthly fee or per transaction purchases (E.g., download to own, rental) Good first step for data SPs who want to expand service offering into video space Model #2 Bundle Uplift (Raise ARPU, Reduce Churn) TVE offered to higher-end service tiers at no additional fee Revenue is indirect through encouraging greater stickiness in higher service tiers Further revenue lifts via pull-through business Model #3 Advertising Based (OTT) Typically an OTT solution, which does not have to be affiliated with consumer SPs Revenue is via advertising, typically as price per click and inserted ads in programming Cisco Public 21

23 Pull-Based Video Delivery over HTTP Progressive Download vs. Pseudo and Full Streaming Server sends a file as fast as possible Client starts playout after a certain initial buffering Progressive Download Pseudo Streaming Server paces file transmission Client can seek Some metadata is required Client requests small chunks enabling adaptation Live streaming and dynamic ads are supported Full Streaming Cisco Public 23

24 Adaptive Streaming over HTTP Adapt Video to Web Rather than Changing the Web Imitation of Streaming via Short Downloads Downloads desired portion in small chunks to minimize bandwidth waste Enables monitoring consumption and tracking clients Adaptation to Dynamic Conditions and Device Capabilities Adapts to dynamic conditions anywhere on the path through the Internet and/or home network Adapts to display resolution, CPU and memory resources of the client Facilitates any device, anywhere, anytime paradigm Improved Quality of Experience Enables faster start-up and seeking (compared to progressive download), and quicker buffer fills Reduces skips, freezes and stutters Use of HTTP Well-understood naming/addressing approach, and authentication/authorization infrastructure Provides easy traversal for all kinds of middleboxes (e.g., NATs, firewalls) Enables cloud access, leverages existing HTTP caching infrastructure (Cheaper CDN costs) Cisco Public 24

25 Multi-Bitrate Encoding and Representation Shifting Contents on the Web Server... Movie K 200 Kbps Movie K 500 Kbps... Movie K 1.1 Mbps... Movie K 1.8 Mbps Movie A 200 Kbps Movie A 400 Kbps... Movie A 1.2 Mbps... Movie A 2.2 Mbps... Segments Start quickly Keep requesting Improve quality Loss/congestion detection Revamp quality Time (s) Cisco Public 25

26 DASH Media Presentation Description List of Accessible Segments and Their Timings Media Presentation Segment Info Period id = 1 start = 0 s Period id = 2 start = 100 s Period id = 3 start = 300 s Period id = 4 start = 850 s Period id = 2 start = 100 s Adaptation Set 0 Adaptation Set 1 Adaptation Set 2 Adaptation Set 1 Representation 1 Rate = 500 Kbps Representation 2 Rate = 1 Mbps Representation 3 Rate = 2 Mbps Representation 4 Rate = 3 Mbps Representation 3 Rate = 2 Mbps Resolution = 720p Segment Info Duration = 10 s Template: /ahs-5-$index$.3gs Initialization Segment Media Segment 1 start = 0 s Media Segment 2 start = 10 s Cisco Public 26

27 Smart Clients Client manages - Manifest(s) - HTTP transport - TCP connection(s) Request Response Client monitors/measures - Playout buffer - Download times and throughput - Local resources (CPU, memory, screen, etc.) - Dropped frames Client performs adaptation Cisco Public 27

28 Major Players in the Market Microsoft Smooth Streaming Apple HTTP Live Streaming Netflix Adobe HTTP Dynamic Streaming Move Adaptive Stream (Acquired by Echostar) Others Octoshape Infinite Edge Widevine Adaptive Streaming (Acquired by Google) Vidiator Dynamic Bitrate Adaptation Cisco Public 28

29 Example Request and Response Microsoft Smooth Streaming Client sends an HTTP request Server GET 720p.ism/QualityLevels(572000)/Fragments(video= ) HTTP/ Finds the MP4 file corresponding to the requested bitrate 2. Locates the fragment corresponding to the requested timestamp 3. Extracts the fragment and sends it in an HTTP response Fragment Fragment File Type (ftyp) Movie Metadata (moov) Movie Fragment (moof) Media Data (mdat) Movie Fragment (moof) Media Data (mdat) Movie Fragment Random Access (mfra) Cisco Public 29

30 Inner and Outer Control Loops Manifest Media HTTP Origin Module Request Response Manifest Resource Monitors Streaming Application TCP Sender Origin Server Data / ACK TCP Receiver Client There could be multiple TCPs destined to potentially different servers Cisco Public 30

31 Interaction of Inner and Outer Control Loops Microsoft Smooth Streaming Experiments 5 4 Bitrate (Mbps) Steady State Periodic requests Buffering State Back-to-back requests 0 50 (Not pipelined) Time (s) Available Bandwidth Requests Fragment Tput Average Tput Reading: "An experimental evaluation of rate-adaptation algorithms in adaptive streaming over HTTP," ACM MMSys 2011 Cisco Public 31

32 End-to-End Over-the-Top Adaptive Streaming Delivery Production Preparation and Staging Distribution Consumption Studio VoD Content & Manifests News Gathering CDN Sport Events Multi-bitrate Encoding Encapsulation Protection Origin Servers Premium Content Live Content & Manifests Cisco Public 32

33 Adaptive Streaming Content Workflow Today Source Transcoding Encapsulation Encryption Origin Server Helper Distribution Client Encoder Appliance 3 rd Party Web Server CDN Cisco Public 33

34 Source Representation Container Manifest Packaging Tools Move 2-s chunks (.qss) Binary (.qmx) Proprietary Apple HLS Fixed-duration MPEG2-TS segments (.ts) Text (.m3u8) Popular encoders Adobe Zeri Microsoft Smooth Aggregated MP4 fragments (.f4f a/v interleaved) Aggregated MP4 fragments (.isma,.ismv a/v non-interleaved) Client: XML + Binary (.fmf) Server: Binary (.f4x) Client: XML (.ismc) Server: SMIL (.ism) Adobe Packager Popular encoders MS Expression MPEG DASH MPEG2-TS and MP4 segments Client/Server: XML Under development Source containers and manifest files are output as part of the packaging process These files are staged on to origin servers Some origin server implementations could have integrated packagers Adobe/Microsoft allow to convert aggregated containers into individual fragments on the fly In Adobe Zeri, this function is called a Helper In Microsoft Smooth, this function is tightly integrated as part of the IIS Server manifest is used by Helper modules to convert the large file into individual fragments Cisco Public 34

35 Staging and Distribution Origin Server Packager OS Interface Distribution Move Any HTTP server DFTP, HTTP, FTP Plain Web caches Apple HLS Any HTTP server HTTP, FTP, CIFS Plain Web caches Adobe Zeri HTTP server with Helper Integrated packager for live and JIT VoD Plain Web caches Helper running in OS Offline packager for VoD (HTTP, FTP, CIFS, etc.) Intelligent caches Helper running in the delivery edge Microsoft Smooth IIS WebDAV Plain Web caches Intelligent IIS servers configured in cache mode MPEG DASH Any HTTP server HTTP, FTP, CIFS Plain Web caches Cisco Public 35

36 Delivery Client # of TCP Connections Transaction Type Move Proprietary Move player 3-5 Byte-range requests Apple HLS QuickTime X 1 (interleaved) Whole-segment requests Byte-range requests (ios5) Adobe Zeri OSMF client on top Flash player Implementation dependent Whole-fragment access Byte-range access Microsoft Smooth Built on top of Silverlight 2 (One for audio and video) Whole-fragment requests MPEG DASH DASH client Configurable Whole-segment requests Byte-range requests In Smooth, fragments are augmented to contain timestamps of future fragments in linear delivery Thus, clients fetch the manifest only once In HLS, manifest is continuously updated Thus, clients constantly request the manifest Cisco Public 36

38 Issues for Content and Service Providers Technologies that enabled rapid innovation for IP video delivery to diverse CE endpoints has also created incompatible implementations Players Streaming methods DRM methods Screen sizes, etc. Innovation is being driven by CE vendors, not by service or content providers SPs have a significant investment in MPEG2-TS infrastructure and want to leverage existing investments where possible Serving each client in its native technology requires creation, storage and delivery of multiple formats and representations Two high-level options for service delivery Transform in the cloud to create media for each client in its native media format Serve a common format from the cloud and transform client behavior via apps/plugins Cisco Public 38

39 Mixed Client Capabilities in Today s Market Device Native Media Format Native Streaming Format Additional Player via Software Content Protection via Software Comments PC Browser H.264/AAC Lots more None Smooth RTMP Lots more Many supported via browser. Most common is PlayReady (CTR) Mac Browser H.264/AAC Lots more HLS (Safari) Smooth RTMP Lots more Many supported via browser. Most common is PlayReady (CTR) iphone/ipad H.264/AAC HLS Smooth AES-128 CBC mode decryption is supported natively (HLS key exchange) PlayReady/PIFF uses AES-128 CTR mode Android 3.x H.264/AAC WebM HLS Widevine (diff for VOD, Live) Smooth PlayReady (CTR) Widevine Secured streaming support via NexPlayer plugin Microsoft Xbox H.264/AAC Lots more Smooth PlayReady (CTR) Sony PS3 HLS Marlin (CBC), PlayReady (CTR) Marlin to support CTR in DECE implementation Legacy Set-top Box H.264/AAC MPEG2/AC3 MPEG2-TS Legacy CAS Cisco Public 39

40 Transform Content in the Cloud Pros vs. Cons Pros Optimal performance on clients by using their native formats and delivery methods Potentially better customer experience through integration with the native player capabilities Easier to manage services in the cloud than to manage client app versioning Better service velocity (re-use existing client capabilities) Ability to transform content for use across multiple client platforms (future-proof) Ability to reach across new and legacy systems Cons Additional encode/encapsulation/encrypt processing resources Additional storage for multiple representations Development effort to support new formats Cisco Public 40

41 Transform Content at the Client Pros vs. Cons Pros Minimized cloud processing resources for encoding, encapsulation and encryption Minimized content storage in the cloud due to a single representation Codec Encapsulation Encryption More efficient cache utilization in the distribution network Potentially, common player ingest from the cloud drives common behavior across client platforms Cons Some target devices will not be using their native player Suboptimal rendering quality, battery life, etc. by not using hardware optimizations Harder to integrate with native media player features and leverage inter-app capabilities Ties the service provider tightly into a thirdparty relationship Third-party tools may not exist across all client platforms Unknown willingness of some client manufacturers for approval process Cisco Public 41

42 A Hybrid Approach Combine common formats for encoding and storage in the cloud with dynamic creation of client-specific formats in real time Features 1. The majority of processing budget is required for the common encoding stage 2. Encapsulation/encryption is a relatively lightweight process 3. A Common Intermediate Format (CIF) for storage that is readily adaptable to future encapsulation and encryption methods 4. An open standard media descriptor used to describe the CIF and assist in the encapsulation/encryption functions Cisco Public 42

43 UltraViolet Buy Once, Play Anywhere Use the Internet for Retail and Delivery of Digital Media Retailer Retailer Retailer Retailer Cross-platform / DRM interop Interoperable Rights Locker, device registration Remote access streaming, sharing within a household Bundled digital/physical offers Cisco Public 43

44 UltraViolet (DECE) Common File Format (CFF) CFF is based on ISO Base Media File Format (BMFF) CFF is naturally streaming friendly CFF supports download, progressive download and adaptive streaming with optimizations for trick mode playback It defines a common encryption approach with interoperable (not common) DRM Studios, CE vendors, SPs and retailers have ratified the common encryption standard CFF is the only multi-drm standard with support for five major DRM systems PlayReady, Marlin, Widevine, Access, OMA DRM 2 DECE effort has not focused on linear features but efforts are underway to address deficiencies Cisco Public 44

45 MPEG Dynamic Adaptive Streaming over HTTP A New Standard: ISO/IEC Problem No standard for HTTP-based streaming or progressive download of MPEG media Goal Develop an international, standardized, efficient solution for HTTP-based streaming The Dynamic Adaptive Streaming over HTTP (DASH) Standard Defines the MPD (manifest) format and delivery formats using ISO BMFF and MPEG2-TS Support for ISO BMFF content is richer than MPEG2-TS Is not a system, protocol or codec specification and does not specify Size and duration of segments, number and bitrates of representations, frequency of RAPs Download times of segments, switching between different representations Transport of MPD Supports Live, on-demand and time-shifted content delivery and trick modes Splicing and ad insertion, byte-range requests Content descriptors for protection, accessibility and rating Cisco Public 45

46 Scope of MPEG DASH Shown in Red MPD... MPD... MPD... MPD Transport Control Engine MPD Parser Segment Parser Media Engines HTTP 1.1 HTTP Client HTTP Server DASH Client Cisco Public 46

47 Which is Appropriate for the CIF? Today s client devices can consume neither UV nor DASH-specified formats Some support MPEG2-TS and some support ISO BMFF format We better create a CIF based on the most currently common format CIF should be described by DASH MPD, which is already standardized CIF should be easily encapsulated into client-specific wire formats on the fly Adaptive Transport Streams (ATS) vs. ISO BMFF ATS Being developed by multiple encoder vendors (interoperability) More easily leveraged for creating MPEG2-TS output than an ISO format Readily supports linear metadata carriage (SCTE35, closed caption, subtitles, etc.) ISO BMFF Published standard (ISO/IEC ) Supports non-multiplexed AV, requires a bit more logic on the client player to synchronize tracks, but more efficient to support multiple tracks (multi-audio) In-line metadata approaches still need to be defined (Timed text, ad insertion markers, etc.) Cisco Public 47

48 Which is Appropriate for the CIF? A Workable Trade-Off DASH-indexed Conditioned TS Format Future DASH-indexed ISO BMFF Today Cisco Public 48

49 Just-in-Time Encapsulation Flow ATS Format Indexer Recorder Storage Manifest/Segment Request JIT Processor Storage Savings (Store common format only) Formatter Desired Format (Deliver requested format only) Cisco Public 49

50 Summary We covered Motivation and Examples for TV Everywhere (TVE) TVE Business Models Adaptive Streaming over HTTP Deployment Issues and Solutions Cisco Public 50

51 Acronyms ATS: Adaptive transport stream BMFF: Base media file format CDN: Content delivery network CFF: Common file format CIF: Common intermediate format CMS: Content management system DASH: Dynamic Adaptive Streaming over HTTP DECE: Digital Entertainment Content Ecosystem DRM: Digital rights management DVR: Digital video recorder EPG: Electronic program guide HLS: HTTP Live Streaming JIT: Just in time MPD: Media presentation description OS: Origin server OTT: Over-the-top TVE: TV everywhere UV: UltraViolet VBO: Video back office VoD: Video on demand VOS: Virtual origin server Cisco Public 51

52 Thank you.

54 Further Reading and References Articles Watching video over the Web, part 2: applications, standardization, and open issues, IEEE Internet Computing, May/June 2011 Watching video over the Web, part 1: streaming protocols, IEEE Internet Computing, Mar./Apr Mobile video delivery with HTTP, IEEE Communications Mag., Apr Special Sessions in ACM MMSys 2011 Technical Program and slides: at VoDs of the sessions are available in ACM Digital Library (Requires ACM membership) W3C Web and TV Workshops Cisco Public 54

55 Further Reading and References Source Code Microsoft Media Platform: Player Framework Adobe OSMF OVP LongTail Video JW Player Cisco Public 55

56 Further Reading and References Demos Akamai HD Network Also watch Microsoft Smooth Streaming Adobe OSMF Apple HTTP Live Streaming (Requires QuickTime X or ios) OVP Octoshape Infinite Edge Cisco Public 56