▼ Scroll to Site ▼

Video: Is it Time to Take the HEVC Plunge?

Frost & Sullivan Industry Principal, Digital Media Avni Rambhia discusses the pros and cons for content owners of jettisoning AVC for HVEC now--and the necessity of bringing their AVC encoding infrastructure up to date for those not ready to make the transition now, in the summary remarks from her Streaming Media West presentation on the current state of HEVC encoding.

Read the complete transcript of this video:

Avni Rambhia, Frost & Sullivan: Even as you're looking at new codecs, also look at making sure you're getting the best performance out of your AVC encoders today. If the last time you bought an AVC encoder was four years ago, it's time to replace that AVC encoder first. Most professional encoders now are software based, so you can buy them for AVC and upgrade them to HEVC later without losing your investment in the underlying hardware. There's really no excuse for making sure that you have the absolute most state-of-the-art AVC encoder and transcoder that you can find today.

You are going to have to look at migrating to DASH, either in the context of HTML5, or in the context of apps, or in terms of a combination of the two. Especially with Flash being discontinued, the timeline has been accelerated to a greater degree than I think many of us had anticipated. Again, targeted advertising driven by analytics, that is where the revenue is going to come. That is where the differentiation is going to come. Even as much as the codec and the move to 4K are important, there are many other battles you need to be fighting in the short term.

With that, these are the key takeaways, so HEVC has had a very good year, both in terms of applications and in terms of starting to solve the licensing issues that were creating a lot of the logjam in 2015. There are still issues to be solved, but we at least remain optimistic that by 2018 we should start to see that big surge in update. We were originally predicting that for 2016. That window, of course, we have missed. This is not to say that HEVC is dead, not by a long shot.

You do have an issue with bandwidth crunches. You do have an issue with data caps. Global growth of OTT services, TVE services is an absolute necessity. If you embrace the paradigm that we're moving away from the broadcast sense of TV towards a pervasive unit cost of the world, every byte that you can save is important, every disc that you can save is important. The extent to which you can increase resolution, whether it's frame rate, or color depth, or pixel resolution starts to drive audiences back to where you want them to be.

With the analogy of a self-goal, because my kids are eight and ten, and that happens with annoying frequency every Saturday morning, someone in some game will kick the ball into their own goal. That's kind of what it is with HEVC today. The battle is really to be lost or won on the basis of non-technical issues, primarily, business justifications. Nonetheless, there are plenty of applications where uncertainty or not, HEVC makes a lot of sense today and is going to continue to make sense for its entire intended lifetime.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Video: Key Considerations of Migrating to VP9 for Live Encoding

In this clip from Video Engineering Summit 2018, Twitch Senior Video Specialist Tarek Amara discusses the three key factors Twitch considered before migrating from H.264 to VP9 for live encoding: legal risk, decoder support, and compression gain.

Video: Will AV1 Eclipse HEVC?

Mozilla's Timothy Terriberry, Brightcove's David Sayed, and Twitch's Tarek Amara debate the future of streaming codecs at Streaming Media West 2017.

Video: Is Apple's HEVC Support a Game-Changer for Content Providers?

Bitmovin's Stefan Lederer and Twitch's Tarek Amara discuss the changing market dynamics of HEVC in the current codec climate.

Video: Streams on a Plane: Why Gogo Chose HEVC/H.265 for In-Flight Streaming

Gogo's Prem Bangole discusses the cost/benefit analysis that led Gogo to migrate to HEVC/H.265 for in-flight live streaming, and how they implemented it with the airlines they serve.

Apple HEVC Move Means Higher Encoding Costs

Hardware acceleration and field programmable gate arrays may be the answer to the rising costs of encoding for multiple codecs including H.264, H.265, VP9, and soon AV1

Apple Embraces HEVC: What Does it Mean for Encoding?

At its Worldwide Developer Conference this week, Apple announced it would support HEVC/H.265 in High Sierra and iOS 11 in a combination of hardware and software decoding, depending on the device. Here are the details of how Apple will implement it.

Video: The ROI of Using Multiple Codecs

Akamai's Will Law discusses the broad adoption of HEVC and the advantages for content owners of absorbing the additional cost of encoding to HEVC and VP9 for the ROI of expanded reach to supporting platforms.

Video: Challenges of Migrating from Flash to HTML5

Disney's Mark Arana and Wowza's Chris Knowlton discuss the challenges content owners face in migrating their video from Flash to HTML5, and the importance of knowing where their video will land before planning their migration strategy.

Video: How Delivering VP9 Can Expand Your Reach and Save You Money

Viacom's Jeff Tapper explains migrating to VP9 on platforms that support it will help you reach new markets and save money by delivering better quality video at lower bandwidths.

Video: How Do You Choose the Right Metrics and Analytics Tools for Branded Video?

Nice People at Work's Diane Strutner, Studio71's Mike Flynn, and WillowTree's Jeremy Stern debate the merits of in-house vs. third-party analytics tools for video brands.

Video: How to Personalize Branded Content

Hollywoodland Co-founder and President Christopher Roselli offers tips on how to translate analytics to content creators and brands so they can leverage them more effectively to reach and grow their target audience.

Video: How to Use Feedback to Create Content Users Want to Watch

Lacrosse Network creator Samir Chaudry discusses cost-effective ways to create content that can respond and adjust based on user feedback and analytics.

Video: Does Today's Online Video and OTT Landscape Favor Content Creators?

With the broad array of channels and networks available to producers to deliver their content today, are we living in a golden age for content creators?

Video: HLS vs. MPEG-DASH in 2017

Who is adopting DASH and who is sticking with HLS, and why? Execs from Viacom, Sinclair, Float Left, and Brightcove discuss the current and coming state of DASH.

Video: What is Slowing HEVC Adoption?

Frost & Sullivan analyst Avni Rambhia identifies the key inhibiting factors that are impeding the widespread migration from AVC to HEVC.

Video: What is Driving HEVC Adoption?

Frost & Sullivan analyst Avni Rambhia explores the "three 'Rs'" of HEVC adoption: Revenue, Resolution, and thRoughput.

SMW '16: 'Always Be Hacking' Says Viacom, Engineer the Future

When companies create a company-wide engineering culture, they allow new ideas to flourish while ensuring that all teams work together.