-->
Save your FREE seat for Streaming Media Connect this August. Register Now!

Video: What is Driving HEVC Adoption?

In this clip from her Streaming Media West 2016 presentation on the state of HEVC, Frost & Sullivan Industry Principal, Digital Media Avni Rambhia looks at the key factors driving HEVC adoption and migration from AVC across the online video and OTT landscapes. In essence, it comes down to what Rambhia terms the three "Rs": Revenue, Resolution, and thRoughput, with an emphasis on increased 4K and HDR adoption and the efficiency that enables reduced bandwidth requirements with HEVC.

Learn more about emerging codecs at Streaming Media East.

Read the complete transcript of Rambhia's remarks in this video:

Avni Rambhia: Revenue, resolution, and throughput. This is what drives the need for HEVC. Now, you're starting to see the limits of how much you can accelerate HEVC, even if you throw an immense of about of CPU at it. With equivalent CPU thrown at ABC, thrown at HEVC, the encoding tools are getting sophisticated enough that you are starting to see significant improvements in HEVC.|

Netflix put out a very extensive study, this was for Video on Demand content. It's accessible through the Streaming Media Blog. I can send you the link. They're starting to see the performance improvements approach the theoretical expectations. That is for VOD content. If you look at live, the densities are not there yet. The efficiencies are not there yet. The latencies are not there yet. It's a curve that continues to progress every couple of months or so. That ecosystem is looking really good.

In that sense, 4K is becoming more feasible. Again, the value proposition of HEVC goes far beyond 4K. It actually goes to HD and HDR and virtual reality as well. If you look at the table there, this is from Alchemy. A population of about billion people in India, huge market for TV, but the average streaming rates are a fraction of what you would see in a more advanced economy. If you marry that with the fact that HD and 4K TVs are being sold extremely rapidly in these kinds of markets. There is tremendous potential there. Services want to get to semi-urban cities in India to the vast reaches of the African sub-continent, to Latin America, to Central and Eastern Europe. You don't have reliable broadband. In many cases, broadband is subject to data caps, so bandwidth matters even more.

HEVC has the ability to double, triple, quadruple your accessible audience for HD programming, for HD plus HDR programming. For satellite services for digital [transfer 00:02:21] transmission services, your Opex can drop dramatically because your expenses are directly proportional to the power you consume. The power is directly proportional to your bandwidth, for all practical purposes. There are revenue and throughput benefits to be gained for HD and HDR, as much as for 4K.

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 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: 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: Is it Time to Take the HEVC Plunge?

Frost & Sullivan analyst Avni Rambhia assesses the key factors content owners face today in determining whether to stick with AVC or move to HEVC.

HEVC Advance Makes Some Software Royalty Free

HEVC Advance says it hopes to speed the adoption of HEVC decoders among the installed base of computers and devices by making some software downloads royalty free

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.