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.
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