Sony Pixel Power calrec Sony

Delivering streaming media: reimagining CDNs

13/03/2023

Greg Burns, head of media products, Arqiva looks at the ways streaming media providers (including traditional broadcasters) are looking to improve their approaches to video distribution

By Contributor

Published: March 13, 2023

Greg Burns, head of media products, Arqiva looks at the ways streaming media providers (including traditional broadcasters) are looking to improve their approaches to video distribution

target=_blank title=Share on LinkedIn class=share-linkedin>

Streaming has cemented itself as a critical pillar in the modern-day content landscape. However as the status and popularity of streaming services have risen, so too have audience expectations. With the common view now being that eventually the majority of television consumption will be over IP networks, broadcasters and streamers must address these heightened expectations now. Audiences want the same video quality, performance and availability they have come to expect from broadcast channels. In fact, research has shown that just one buffering event decreases the amount of video watched by 39 per cent. Clearly, viewers are seeking a broadcast-grade experience from their streaming services. However, existing content delivery networks (CDNs) are often not well geared to deliver the expected quality of experience or service.

With streaming media more strategically important than it's ever been, streaming media providers (including traditional broadcasters) are looking to improve their approaches to video distribution. As things stand, there's no consensus on how best to meet the performance expectations of audiences while reducing commercial and technical risk, but there are nuanced and bespoke approaches that SVoD players, public service broadcasters and smaller media companies should consider.

The shift away from purely public CDNs

Public CDNs share their resources across a wide variety of business and content types. These public resources are supporting software updates and games downloads as well as media businesses for whom a drop in quality or rebuffering has a far more serious commercial impact. Reliance on public CDNs can temper with quality of service, guaranteed performance and reliability.

Netflix has switched away from public CDNs, opting to deliver much of its content using a private CDN model - i.e. using its own infrastructure - to deliver a high-quality service. This approach works for companies like Netflix that operate on a massive global scale, but is not viable for smaller media companies. What's more, even for public service broadcasters, building their own private CDNs would be inefficient and creates complexity for the ISPs who have to host the servers.

Scaling streaming services through a hybrid approach

However, both smaller streaming companies and public broadcasters must also innovate and scale their streaming services in order to keep up with demand. There is work to do here. In fact, according to Ofcom, in 2022 only 8 per cent of broadcasters' viewing was online, the BBC (a leader in streaming) quotes that [its figures] are at 12 per cent.

To ensure that this scaling happens and supports the quality of experience expected by viewers, broadcasters need to invest directly in this scaling. The effective way of doing this is through private CDNs and a managed relationship with the ISPs. A common private CDN where broadcasters can invest in the capacity they need from common infrastructure, backed-up with the required service levels is key here. A common infrastructure creates efficiencies, but also enables capacity to be traded between broadcasters to cater for major events such as live sports.

Another option is to take a hybrid model approach that combines public and private CDNs. This helps to manage costs but also to ensure their video distribution platform continues to scale to meet their ever-growing demands. Offloading throughput from the public CDNs to private CDNs ensures there is capacity in the public CDNs when they need it. The private CDN part of this approach gives the streaming media company dedicated capacity, control and broadcast-grade video quality. The public CDN element of this approach offers cost-effective resilience and flexible scalability.

Minimising complexity, managing capacity and pulling sustainability levers

But there's an element that's crucial to this: minimising complexity. Streaming companies looking to embrace a hybrid approach currently face the added difficulty of managing both public and private CDNs and the cost of building a platform to do this.

That platform also needs to be optimised to spread the load to deliver both cost efficiency and dynamic scaling. An optimised hybrid solution can also help to minimise the video industry's carbon footprint.

Managing capacity is an important part of any hybrid solution. They also need to access multiple public CDNs without excessive volume commitments and without the risk that when they need capacity, it won't be available.

Ultimately, broadcasters and streamers can be better served by a video-focused architecture that responds to their needs, rather than the needs of all internet traffic. We need to treat video differently.

Conclusion

When it comes to reimagining CDN approaches, there is no one-size-fits-all. For big SVoD players, this means developing their own private CDNs. Others might consider developing a common private CDN, where capacity can be traded between broadcasters for major events.

Taking a hybrid approach, combining a cutting-edge private CDN platform and a dynamic multiple public CDN service to support peaks in demand and business continuity, is the right answer for streaming media companies and public service broadcasters seeking to minimise commercial and technical risks while optimising performance.
LINK: https://www.tvbeurope.com/features/delivering-streaming-media-reimagin...
See more stories from tvb

More from TVB Europe

08/06/2023

Everything we know about: IPMX and what it means for the broadcast industry

Offering support for multiple codecs, and a cheaper option than SMPTE ST 2110, IPMX is becoming more prevalent within the media industry. TVBEurope talks to Ple...

08/06/2023

NEP Group appoints new CEO

Martin Stewart has previously held the role of the companys chief financial officer, and also served as CFO for Sky UK By Jenny Priestley Published: June 8, ...

08/06/2023

Kerensa Samanidis to oversee BBC iPlayer development

She will work on the delivery of iPlayers growth strategy and management of the overall iPlayer operation By Jenny Priestley Published: June 8, 2023 She w...

08/06/2023

German AI-powered camera company secures investment from Jrgen Klopp

Sporttotal has developed fully-automated cameras, which leverage AI-powered software to follow the action, stream video and add graphic packages and statistical...

07/06/2023

Robe Lighting acquires Avolites

According to Robe, it has a wealth of resources that will assist Avolites to accelerate its innovation and product development programmes By Jenny Priestley ...

06/06/2023

Alteon enables creatives to access 3D objects via Apple Vision Pro

Creatives can access USDZ files, the preferred file type of Apple and Pixar, via a smartphone, tablet or AR headset By Jenny Priestley Published: June 6, 202...

06/06/2023

BBC to continue using dock10 until 2027

dock10 will continue to provide television studios, post production and infrastructure services for the broadcaster By Jenny Priestley Published: June 6, 202...

06/06/2023

Bry-sur Marne studios set for expansion following AXA acquisition

Its believed AXA wants to expand the studios in order to make it one of the biggest in Europe, rivalling similar facilities in the UK By Jenny Priestley Publ...

06/06/2023

UK broadcasters warn plans to increase ad breaks will lead to huge cut in news coverage

A new report from COBA states that plans to allow more advertising on ITV and Ch...

06/06/2023

Former Arena Television executives to go on trial in France

Robert Hopkinson and Richard Yeowart have been charged with money laundering and using false documents By Jenny Priestley Published: June 6, 2023 Robert H...

05/06/2023

BBC staff hit by Russian MOVEit hack

The BBC sent an email to staff warning that data stolen included staff ID numbers, dates of birth, home addresses and national insurance numbers By Jenny Pries...

05/06/2023

AI, David Bowie, and the next Steven Spielberg

Neil Maycock takes a look at how generative AI could impact the broadcasting industry, and why vendors should be starting to use the technology now By Contribu...

05/06/2023

Amazon Prime finds The Power with Universal Pixels

Universal Pixels provided in-camera scenery and reflections for the production's vehicle shots By Jenny Priestley Published: June 5, 2023 Updated: June...

05/06/2023

Viaplay Group CEO resigns after company announces $23 million in operating losses

Anders Jensen will be succeeded by Jorgen Madsen Lindemann, ex CEO of Viaplays f...

02/06/2023

Alliance for Open Media begins work on compression tools for high-quality 3D graphics

New tools can ensure the best tradeoff in terms of quality and storage when comp...

02/06/2023

Dame Elan Closs Stephens appointed acting chair of the BBC

Stephens will remain in post for the next few months while the government undertakes the appointment of a permanent chair By Jenny Priestley Published: June ...

01/06/2023

Haivision report charts rapid rise of SRT, 5G and cloud

Broadcast video technology innovator Haivision explores some of the most significant trends shaping the media production landscape in its fourth annual transfor...

01/06/2023

How Ten Pound Poms created a 1940's feel while shooting in HDR

The £10 ticket to sunny Australia was a no-brainer for people looking to escape the post-war gloom and grey skies of Great Britain. However, the weather waiting...

01/06/2023

Scott Pawsey to lead Blu Digital's London facility

He will be responsible for optimising business processes and spearheading increased automation for Blu Digital Group in the UK By Jenny Priestley Published: ...

01/06/2023

Broadcasters urged to reach deal for FIFA Women's World Cup rights

With less than 50 days to go until the first game, sports ministers of five European nations have signed a statement acknowledging their concern that no televis...

31/05/2023

Anton/Bauer introduces sodium-powered 9kWh mobile power source

The Salt-E Dog enables productions to offset 2.6 kg of CO2 and associated NOx per litre of fuel saved By Jenny Priestley Published: May 31, 2023 Updated: J...

31/05/2023

In memoriam: Farah Jifri

Tributes have been paid to PR and writer Farah Jifri who passed away earlier this month By Jenny Priestley Published: May 31, 2023 Updated: June 5, 2023 ...

30/05/2023

Meet the market analyst

Ellis Bezant, market analyst at Pebble, on being fresh to the industry, going down rabbit holes, and who is pioneering the way forward in our market By James M...

26/05/2023

ARRI releases new camera control monitor

The new 7 ARRI CCM-1 provides full camera control for ALEXA 35 and ALEXA Mini LF and has been developed with partner SmallHD By TVBEurope Staff Published: M...

26/05/2023

Meet the VP of product

Tim Baldwin, VP product at Zixi, explains his journey into the media industry and the varying qualities required of a product manager By TVBEurope Staff Pub...

25/05/2023

Can Web3 really deliver for the media industry?

Three Medias Mark Rawlings-Smith details how media companies can use Web3 for both transcoding and media storage, as well as ownership of their data By Contrib...

25/05/2023

Atomos announces support for Apple ProRes RAW plug-ins

By TVBEurope Staff Published: May 25, 2023 Atomos has announced immediate support for Apple ProRes RAW plug-ins, an innovation that it says lets camera man...

25/05/2023

Report: Avid considering potential sale'

According to reports, the company is working with Goldman Sachs on the sale By Tom Butts Published: May 24, 2023 Updated: May 25, 2023 According to repo...

24/05/2023

European Union closes investigation into Alliance for Open Media licensing policy

The EU said it had decided to close the investigation for priority reasons but t...

24/05/2023

Arqiva appoints Dom Wedgwood as chief technology officer

He will focus on developing solutions that accelerate innovation and growth for Arqivas customers through the use of new and emerging technologies By Jenny Pri...

23/05/2023

Cooke Optics, EZtrack partner to blur the line between production and post'

Integrated system enables film-makers to merge images from on-set cameras with high-quality computer generated elements in Near Real Time By Jenny Priestley ...

23/05/2023

Bryce Button 1966 2023

Bryce Button has passed away at the age of 57 By TVBEurope Staff Published: May 23, 2023 Updated: May 24, 2023 Bryce Button has passed away at the age ...

22/05/2023

Case study: EWTN Hungary employs Blackmagic Design in every aspect of the production chain

The broadcaster is deploying Blackmagic URSA Broadcast G2 cameras and ATEM 1 M/E...

22/05/2023

Private equity and VC investment into streaming media companies drops by almost 75 per cent

So far in 2023, just three deals have been completed, said S&P Global Market Int...

22/05/2023

Meet the product programme manager

Pixotopes Javier Reyes explain why he loves working in an industry that directly contributes to people being able to enjoy amazing experiences, and why every da...

19/05/2023

How dock10 went Inside No. 9

Last nights surprise episode was shot at dock10 using a virtual studio By Jenny Priestley Published: May 19, 2023 Updated: May 22, 2023 Last night's...

19/05/2023

Alibaba to spin-off cloud unit

The company has approved a full spin-off of its Cloud Intelligence Group in the next year via a public listing By Jenny Priestley Published: May 19, 2023 ...

19/05/2023

A project years in the making': Behind the scenes at Channel 4 News' remote Leeds studio

TVBEurope hears from ITN director of technology, production and innovation Jon R...

18/05/2023

A project years in the making': Behind the scenes at Channel 4 News' new remote Leeds studio

TVBEurope hears from ITN CTO Jon Roberts, studio and technology manager Sam Park...

18/05/2023

Tellyo to deliver highlights packages for 2023 European Games

Broadcast solutions provider Atos is partnering with Tellyo to help promote the games on digital and social media platforms By Jenny Priestley Published: May...

18/05/2023

Fabric appoints Tuncay Pervaz as chief operating officer

Pervaz has previously held operational roles at The Walt Disney Company, Deluxe Media Europe and Encompass, and is a graduate of Ravensbourne University By Jen...

18/05/2023

UK government vows to create extra million jobs in TV and film industries

Secretary of State Lucy Frazer promises to protect our public service broadcasters during speech in London By Jenny Priestley Published: May 18, 2023 Secr...

18/05/2023

Meet the mobile and immersive director

Matt Stagg details his journey from starting out as a technical apprentice at Airbus to being one of the leading lights of the media industrys adoption of 5G an...

17/05/2023

World-leading' motion capture studio opens in Zagreb

The facility is one of the first studios in the world to deploy Vicon's Valkyrie cameras in combination with the companys Sh gun software platform By Jenny...

17/05/2023

IBC 2023 opens for registration

Over 40,000 square metres of exhibitor space has already been booked, exceeding last year's final total, said organisers By Jenny Priestley Published: Ma...

17/05/2023

Bectu: UK faces freelancer crisis in unscripted TV sector

The union says 2023 has been unusually quiet for freelancers in the unscripted genres By Jenny Priestley Published: May 17, 2023 Updated: May 18, 2023 T...

16/05/2023

RTVE expands linear and OTT coverage

Spains public broadcaster has chosen IP cloud services from LiveU to enhance its linear and OTT video coverage in Spain, and internationally By TVBEurope Staff...

16/05/2023

BBC, Sky, and ITV among champions of charity toolkit

The Film and TV Charitys Whole Picture Toolkit for mentally healthy productions is being adopted by Banijay, BBC, Channel 4, Sky, and ITV, amongst others By TV...

16/05/2023

Pebble are actually living their values': Neil Maycock discusses his new role

Neil Maycock talks to TVBEurope about his new role at Pebble, plans for the comp...

15/05/2023

TVBEurope releases May 2023 issue

The May issue focuses on live news production, 5G, and generative artificial intelligence By Jenny Priestley Published: May 15, 2023 The May issue focuses...