According to recent research from Parks Associates, over 50 percent of U.S. broadband households now watch internet video on a television screen. Moreover, 72 percent of non-pay-TV subscribers subscribe to an OTT video service and use it as their primary source for content.
As demand for OTT services grows, video content and service providers are turning to cloud infrastructure in order to launch offerings faster, reduce CAPEX/OPEX and increase efficiencies. Until recently, cloud capabilities for OTT service delivery have been centered on media processing, but this is changing.
Today we are seeing a strong demand for channel origination from the cloud. Using a cloud-native solution for channel origination, video content and service providers can enjoy the functionality found in conventional playout systems, including interoperability with the traffic system, clip playback and graphics insertion, with greater flexibility and a lower cost per channel than with dedicated hardware.
For OTT services that use cloud-based technology to deliver their channels, channel origination opens up the opportunity for operators to augment live sources. This can mean originating the whole channel in the cloud, from either prepared assets or a mixture of live sources and prepared assets. A cloud-based channel origination system can support pop-up channels for special events, replay previously aired clips and live programming and supplement live dedicated events with clip content. In the latter case, it’s about using cloud channel origination to promote upcoming live events and getting viewers to tune into your premium content.
Cloud channel origination also enables the centralization of operations. An OTT service provider with subscribers in various regions around the world can manage, control and monitor their service via the cloud without being connected to a local area network or even being on the same continent. Ultimately, you can create a schedule once and programmatically create variants for different regions.
From an efficiency perspective, video content and service providers should look for a cloud solution that unifies the entire workflow, from ingest to delivery. Under this approach, all functionality stays in the cloud. This is quite different from some systems that require you to jump in and out of the cloud to perform certain operations.
It’s important to note that while channel origination in the cloud offers unique benefits, Harmonic enables the use of cloud functionality to suit customer needs. You are not locked into the cloud environment of a single cloud provider and our VOS™ Cloud media processing software and VOS 360 managed service solutions give operators the freedom to do as much or as little processing as they want in the cloud.
– Andrew Warman, Director of Playout Solutions at Harmonic