Video: What is Slowing HEVC Adoption?

Primary obstacles to widespread HEVC adoption including licensing issues and royalty costs, high device and content caps, and limited browser and player device support, according to Frost & Sullivan Industry Principal, Digital Media Avni Rambhia in her presentation on the state of HEVC adoption at Streaming Media West 2016.

Read the complete transcript of this video:

Avni Rambhia: The royalty issues, particularly with HEVC Advanced, are starting to get mitigated. We do now have caps on the royalties. They are high caps and the minimums are not very low, but still, there's progress being made ... Ad-supported content. Content 12 minutes or less is now exempt from content royalties; again, big step forward. Not to say that everything's been solved. We still have certain, shall we say, brain-dead provisions in the royalty schedules. As we continue to see momentum, we continue to see progress on that front. That's really important.

There has been a movement to try to push for royalty-free HEVC. I think in all practicality, that's not going to happen. This is a commercial codec that are R&D investments. This is not an open-source, free-to-use, type of codec. There are others, if that's the kind of option you're looking for. As in so far as it needs to be a commercially sensible licensing regime, that's absolutely something we can push for. The other big flip side issue right now is the absolute lack of support, or the predominant lack of support for HEVC in browsers.

Edge includes HEVC, but none of the other browsers do an HTML5. As of now, it is not supported. This isn't so much a technological issue as it is, again, a business risk issue. If the licensing issues were to be sorted out, or if we could find a deal similar to what Cisco managed for WebRTC, this is another hurdle that can very easily be overcome because the underlying chip sets and operating systems are all HEVC capable; they're just not HEVC enabled. There are very few categories of playback devices ... This is really the takeaway here, that have switched on their HEVC capabilities in its full and native form.

Again, that's not to say that they're not capable, they're just not enabled. When one person decides to flip the switch and move forward, we expect that there will be a very rapid domino effect in its wake. Nonetheless, this is for OTT. If you look at broadcast, in the broader sense of pay TV; one too many broadcasts, satellite transmissions, satellite back call, HEVC, is very much being deployed. We have encoders, transcoders, professional decoders, boxes, middleware. All of that is falling into place very very quickly. This is a story of progress. It's just a story of somewhat slow progress.

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 Driving HEVC Adoption?

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