Read the original LinkedIn article here: How Video Encoder Computing Efficiency Can Impact Streaming Service Quality
Mark Donnigan is VP Marketing at Beamr, a high-performance video encoding innovation company.
Computer system software application is the bedrock of every function and department in the enterprise; appropriately, software application video encoding is necessary to video streaming service operations. It's possible to enhance a video codec application and video encoder for two however rarely three of the pillars. It does say that to deliver the quality of video experience customers expect, video suppliers will need to evaluate industrial services that have been efficiency enhanced for high core counts and multi-threaded processors such as those available from AMD and Intel.
With so much upheaval in the distribution model and go-to-market service plans for streaming entertainment video services, it may be appealing to press down the concern stack choice of brand-new, more effective software application video encoders. With software eating the video encoding function, calculate efficiency is now the oxygen required to flourish and win versus a significantly competitive and crowded direct-to-consumer (D2C) market.
How Video Encoder Computing Efficiency Can Impact Streaming Service Quality
Until public clouds and ubiquitous computing turned software-based video operations mainstream, the procedure of video encoding was carried out with purpose-built hardware.
And then, software application consumed the hardware ...
Marc Andreessen, the co-founder of Netscape and a16z the famed equity capital firm with investments in Foursquare, Skype, Twitter, box, Lyft, Airbnb, and other equally disruptive business, penned an article for the Wall Street Journal in 2011 titled "Why Software application Is Consuming The World." A variation of this post can be discovered on the a16z.com website here.
"Six years into the computer system transformation, 4 decades because the development of the microprocessor, and 20 years into the rise of the modern Web, all of the innovation required to change markets through software lastly works and can be extensively delivered at international scale." Marc Andreessen
In following with Marc Andreessen's prediction, today, software-based video encoders have actually almost totally subsumed video encoding hardware. With software application applications freed from purpose-built hardware and able to work on ubiquitous computing platforms like Intel and AMD based x86 makers, in the data-center and virtual environments, it is totally accurate to say that "software is consuming (or more appropriately, has consumed) the world."
What does this mean for an innovation or video operations executive?
Computer software is the bedrock of every function and department in the business; accordingly, software application video encoding is essential to video streaming service operations. Software application video encoders can scale without requiring a direct increase in physical space and energies, unlike hardware.
When dealing with software-based video encoding, the 3 pillars that every video encoding engineer must resolve are bitrate efficiency, quality conservation, and computing performance.
It's possible to enhance a video codec application and video encoder for 2 but hardly ever three of the pillars. A lot of video encoding operations hence focus on quality and bitrate efficiency, leaving the calculate efficiency vector open as a sort of wild card. However as you will see, this is no longer a competitive technique.
The next frontier is software application computing efficiency.
Bitrate efficiency with high video quality needs resource-intensive tools, which will cause slow operational speed or a considerable boost in CPU overhead. For a live encoding application where the encoder should operate at high speed to reach 60 frames-per-second (FPS), a compromise in bitrate performance or outright quality is typically required.
Codec intricacy, such as that required by HEVC, AV1, and the forthcoming VVC, is outpacing bitrate effectiveness improvements and this has produced the requirement for video encoder efficiency optimization. Put another method, speed matters. Traditionally, this is not an area that video encoding specialists and image scientists require to be worried with, however that is no longer the case.
Figure 1 highlights the benefits of a software application encoding execution, which, when all attributes are stabilized, such as FPS and unbiased quality metrics, can do two times as much deal with the specific very same AWS EC2 C5.18 xlarge circumstances.
In this example, the open-source encoders x264 and x265 are compared to Beamr's AVC and HEVC encoders, Beamr 4, and Beamr 5.
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For services requiring to encode live 4Kp60, one can see that it is possible with Beamr 5 but not with x265. Beamr 5 set to the x264 equivalent 'ultrafast' mode can encode four individual streams on a single AWS EC2 C5.18 xlarge instance while x265 operating in 'ultrafast' can not reach 60 FPS at 4K. As you can see in this poignant example, codec performance is straight associated to the quality of service as an outcome of fewer devices and less complicated encoding structures needed.
For those services who are mainly interested in VOD and H. 264, the right half of the Figure 1 graphic shows the efficiency benefit of an efficiency optimized codec implementation that is established to produce really high quality with a high bitrate effectiveness. Here one can see as much as a 2x advantage with Beamr 4 compared to x264.
Video encoding compute resources cost real money.
OPEX is thought about thoroughly by every video supplier. Suppose home entertainment experiences like live 4K streaming can not be provided reliably as a result of a mismatch between the video operations capability and the expectation of the consumer. Bearing in mind that many mobile phones sold today are capable of 1440p if not 4K display. And consumers are wanting material that matches the resolution and quality of the gadgets they bring in their pockets.
Since of performance constraints with how the open-source encoder x265 uses calculate cores, it is not possible to encode a live 4Kp60 video stream on a single device. This does not imply that live 4K encoding in software application isn't possible. It does say that to deliver the quality of video experience customers More Information anticipate, video distributors will require to examine commercial services that have actually been efficiency optimized for high core counts and multi-threaded processors such as those readily available from AMD and Intel.
The need for software to be enhanced for greater core counts was just recently highlighted by AMD CTO Mark Papermaster in an interview with Tom's Hardware.
Video distributors wanting to utilize software application for the flexibility and virtualization options they offer will come across overly complicated engineering obstacles unless they pick encoding engines where multi-processor scaling is belonging to the architecture of the software encoder.
Here is a post that shows the speed benefit of Beamr 5 over x265.
Things to think about worrying computing performance and efficiency:
Don't go after the next advanced codec without considering first the complexity/efficiency ratio. Dave Ronca, who led the encoding group at Netflix for 10 years and just recently delegated sign up with Facebook in a comparable capability, just recently released an excellent article on the subject of codec complexity titled, "Encoder Complexity Hits the Wall." Though it's tempting to think this is only an issue for video streamers with tens or hundreds of millions of subscribers, the same compromise considerations must be considered regardless of the size of your operations. A 30% bitrate cost savings for a 1 Mbps 480p H. 264 profile will return a 300 Kbps bandwidth cost savings. While a 30% cost savings at 1080p (H. 264), which is encoded at 3.5 Mbps, will provide more than triple the return, at a 1 Mbps savings. The point is, we must thoroughly and systematically think about where we are spending our compute resources to get the optimum ROI possible.
An industrial software application service will be built by a devoted codec engineering team that can stabilize the requirements of bitrate effectiveness, quality, and compute efficiency. This is in plain contrast to open-source jobs where contributors have different and private priorities and programs. Exactly why the architecture of x264 and x265 can not scale. It was developed to achieve a different set of tradeoffs.
Firmly insist internal groups and specialists conduct compute efficiency benchmarking on all software encoding services under consideration. The 3 vectors to measure are outright speed (FPS), individual stream density when FPS is held continuous, and the overall number of channels that can be produced on a single server utilizing a small ABR stack such as 4K, 1080p, 720p, 480p, and 360p. All encoders must produce similar video quality throughout all tests.
With so much upheaval in the distribution model and go-to-market business plans for streaming entertainment video services, it may be appealing to press down the top priority stack choice of brand-new, more efficient software video encoders. With software consuming the video encoding function, calculate efficiency is now the oxygen needed to flourish and win against an increasingly competitive and crowded direct-to-consumer (D2C) market.
You can check out Beamr's software video encoders today and get up to 100 hours of totally free HEVC and H. 264 video transcoding monthly. CLICK ON THIS LINK
Get the original LinkedIn article here: The Best of Times & Worst of Times in the Video Business
Mark Donnigan is VP Marketing for Beamr, a high-performance video encoding innovation company.
Good Times & Bad Times in Video Services Mark Donnigan Vice President Marketing at Beamr
Can a 4 character innovation conserve us?
This is an interesting question because there is a paradox emerging in the video service where it seems like the the finest of times for numerous, however the worst of times for some.
Here we have Disney announcing that they have already accrued one billion dollars in loses, and this even before launching their direct to consumer organisation. And after that we have Verizon Media revealing sweeping layoffs which represent an exit from a few of the core home entertainment service and technology companies that were operating under the Oath umbrella.
And of course there isn't a reporting interval that passes where the cable cutting numbers haven't grown, which puts increasing pressure on the video side of the service company company.
Netflix stock is on the rise once again, permitting the company to invest in content at levels that must baffle their rivals. And after that we have news of PlutoTV selling for a mouth watering $340 million dollars in cash to Viacom (offer was revealed on January 22, 2019), proving that the AVOD business design can be practical and quite important.
5G is going to conserve us all?
This is where I want to get in touch with the massive financial investments being made in 5G and offer my perspective on why 5G might well break some video business while at the very same time make others.
Let's look at AT&T.
In the last 4 years AT&T has actually added 80 billion dollars of extra debt leaving it with more than 160 billion dollars of short and long term financial obligation. Now, 50 billion of this shocking number was the outcome of the 2015 purchase of DirecTV.
My point is not to break down the AT&T debt numbers, I'm not an expert, but rather supply a point of view that the monetary circumstance for AT&T entering into its huge 5G financial investment cycle, while at the same time making understood their tactical initiative to develop their video service capacity through Warner Media direct to consumer offerings like HBO, and DirecTV, is going to be challenged, unless they do something really different with video.
So what can a company like AT&T do to deal with the financial capture, and the overall headwinds to the video organisation? Such as declining pay TELEVISION subs, and fragmenting OTT service offerings. This is the concern on lots of minds who are evaluating the future of the video organisation.
It is my strong belief that ubiquitous high speed mobile networks powered by 5G will unleash a video tsunami of traffic on the network like we have actually never ever seen prior to.
This will be good news for the PlutoTV's of the world and other innovative video services like Quibi who will be able to reach more customers with a much better quality experience as a result of being able to take advantage of a quicker network thanks to 5G.
However, it's bad news for network operators without a strategy to monetize this extra traffic load, and of course incumbents who are intending to manage with incremental improvements to their services; such as switching from handled to unmanaged, or OTT circulation, while continuing to use aging video standards like H. 264 to deliver low resolution mobile profiles.
Video suppliers who continue to under serve their consumers will rapidly be at a drawback, and ripe for interruption, I believe, from new business designs such as AVOD and the most recent and most efficient video technologies.
The 4 character video innovation that might conserve the video service.
The four character video requirement that I think will play a crucial function in the success of the video service is HEVC, the video codec that is now released on two billion devices. The following slide discussion provides numbers concerning HEVC device penetration which are worth seeing.
There has been much written about HEVC royalty concerns, something that activated advancement of an alternative codec which most likely is royalty free. However, while some in the market ended up being preoccupied with questions around licensing and royalties, major advancements have actually been made on the legal front, consisting of almost every CE device maker consisting of HEVC playback support.
HEVC Advance waived all royalties for digital distribution of material. This indicates, HEVC encoded content that is streamed will just carry a royalty for the hardware decoder and this is currently covered by the receiving gadget. Supplied that you are delivering bits over the wire and not The Best of Times & Worst of Times in the Video Business by means of a physical mechanism such as Blu-ray Disc, your business will not have to pay any additional royalties, a minimum of not to HEVC Advance.
Now, if it's any comfort, the companies who have currently done their due diligence on the royalty question, and are streaming HEVC material to consumers today, consist of: Amazon, Comcast, DirecTV, Dish Network, Netflix, Sky, Sony, Vudu, Vodafone, and Orange, simply to name a few.
What about HEVC playback support?
This is a great and essential concern and perhaps the area of development around the HEVC ecosystem that is least recognized or understood.
Starting with in-home playback, if your users have actually purchased a TELEVISION, video game console, Roku box or Apple TV in the last 3 years, you can be almost guaranteed that assistance for HEVC is present without any requirement for extra licensing or gamer upgrade.
HEVC is now resident in almost every SoC that goes in to any mid to high-end CE video device. That's 400 million devices that support HEVC natively.
The information business ScientiaMobile keeps the biggest dataset of network device access profiles by receiving data from the largest cordless operators worldwide. This company reports that a tremendous 78% of all iOS smartphone demands originate from gadgets that support hardware-accelerated HEVC decoding. And though iOS gadgets are primary in many industrialized markets, Android is still a very essential gadget profile, and here the ScientiaMobile information is very encouraging with 57% of Android smartphone requests coming from devices that support HEVC decoding.
And provided the HEVC device penetration and hardware support any concerns about an early move to HEVC are not required. What other factors confirm the concept that HEVC will be a booster to the video company?
LiveU recently released a report called 'State of Live' that revealed growing trends in HEVC broadcasting, particularly in the world of sports. And simply in case you have ideas that making use of HEVC is a passing pattern on the method to some alternative codec, consider that in 2018, 25% of all LiveU generated traffic was streamed utilizing the HEVC video standard while the only other codec used was H. 264.
In reality, the report specified that the high HEVC use was a direct reflection on the increasing need for professional-grade video quality, a trend that was plainly apparent at the 2018 FIFA World Cup in Russia.
What does this mean for the market?
The trends we simply examined expose that we have an ever more demanding customer who wants material that shows off the complete capabilities of their seeing device, which suggests higher resolutions and advanced video requirements like HDR. However, this exact same user is now taking in more content, which adds to further crowding the network.
This consumer usage pattern is colliding with a shift from managed services to unmanaged, or OTT circulation and creating technical tension inside incumbent service operators who are dealing with technical shifts and company design fracturing. Amazingly, in spite of an extremely clear hazard to the incumbent services who are seeing video subscriber loses installing into the numerous thousands over just a few short quarters, some are continuing with the status quo even while brand-new entrants are releasing services that give the consumer more for less.
This is where completion of the story will be composed for some as the best of times, and for others as the worst of times.
HEVC is more than a technology enabler. It's a video requirement that is set to interfere with numerous of the traditional operators and early OTT streaming services. Not since the customer understands the difference between H. 264, VP9, and even HEVC, however due to the fact that the customer is becoming aware that much better quality is possible, and as they do, they will move to the service who provides the very best quality cost effectively.
At Beamr, we believe that the proof of our product and innovation excellence should be experienced and not just spoken about. Which is why we've put together the very best offer that we have actually seen in the industry where you can use our codecs in combination with our VOD transcoder, 100% for totally free.
HEVC is now resident in nearly every SoC that goes in to any mid to high-end CE video gadget. These two numbers are where the picture of HEVC as the most sensible video requirement to follow H. 264, starts to take shape. Here we have major video distributors and tech business currently encoding and dispersing content in HEVC. And given the HEVC gadget penetration and hardware support any concerns about an early move to HEVC are not warranted. What other elements confirm the concept that HEVC will be a booster to the video organisation?
You can experiment with Beamr's software video encoders today and get up to 100 hours of free HEVC and H. 264 video transcoding monthly. CLICK ON THIS LINK
Author: Mark Donnigan
About Mark Donnigan:
Mark Donnigan is a highly effective business builder, growth marketer, revenue driver, and marketing executive who works with companies with innovative and disruptive business models who need extra rocket fuel to complete their mission. Mark's teams have generated more than $300 million in revenue and shareholder value in sectors that include technology, software (SaaS), video services, digital content distribution, streaming video (OTT), IoT, and CE devices. Mark serves on the leadership team at Beamr, video encoding software company that is VC backed by Verizon Ventures, Eric Schmidt's Innovation Endeavors fund, and Disruptive.
Reaching viewers anywhere is now a minimum requirement for all streaming services. Just imagine being able to do it with 2x more compute efficiency, and up to 50% fewer bits... https://t.co/78nkCMJpkA#streamingvideo #streamingvideoservice #videoencoding…https://t.co/51kPR1jcVf— Mark Donnigan (@mdonnigan) July 13, 2019
In recognition of Mark's domain expertise that includes OTT, content distribution, content distribution business models, consumer electronics, and video encoding technology. Mark speaks and moderates on panels at business and technology conferences on the future of streaming video services and video technology, market development, product-market fit, business model innovation and more. Mark is the co-host of a influential podcast for the video streaming and broadcast industry called The Video Insiders.
For the first time Beamr's Head of Algorithms, Tamar Shoham, explains the inner workings behind our CABR content-adaptive bitrate technology and why Beamr felt the need to develop a proprietary quality measure. In this interview, D…https://t.co/9wnF5DYrck https://t.co/qwppscbTtb— Mark Donnigan (@mdonnigan) August 7, 2019
With greater than 20 years of professional success and having a formal education in Computer Science and Music, Mark Donnigan thrives when scaling new enterprises, whether early-stage companies that are pre-product, small teams breaking new ground inside a much larger enterprise, or growth-stage ventures about to reach escape velocity. Mark's click here International business experience and travel includes time spent in Israel, Taiwan, China, Europe, UK, and LATAM (Brazil).
The Video Insiders is now on Stitcher. https://t.co/P8NHrFfYGC— Mark Donnigan (@mdonnigan) July 8, 2019
Thank you to all our amazing guests, starting with my co-host Dror Gill, we're just getting started.
If you would like to be a guest on the podcast, just message me.…https://t.co/DxbvWc6DtC https://t.co/sgYJI0HeFP
Mark Donnigan is a sales executive, business development professional, marketing thought leader who is guiding the way from the front. His teams have created more than $300 million in revenue and corporate value. Mark focuses on companies shattering the status quo in the start-up to early and growth stages. Mark currently heads marketing for Beamr, a Verizon and Eric Schmidt backed company.
In recognition of Mark's domain expertise that includes video streaming and content distribution, digital distribution business models, consumer electronics, and video encoding software, Mark speaks and moderates on panels at entertainment and technology conferences regarding the future of digital entertainment services and video technology, go-to-market strategy, product-market fit, business model innovation and more. Mark is also the co-host of a podcast for the video streaming and broadcast industry called The Video Insiders.
With more mark donnigan than 20 years of business success and education in Computer Science and Music, Mark thrive when building new enterprises, whether early-stage companies that are pre-product, or small teams breaking new ground inside a much larger enterprise, or growth-stage ventures about to reach escape velocity. Mark's International business experience and travel include time spent in Israel, Taiwan, China, Europe, UK, and LATAM (Brazil).