In Broadcast - March 2021 - 38

38

www.inbroadcast.com | Vol: 11 - Issue 3 | March 2021

InTech

Evolution of The Network
As online video consumption reaches
new peaks, the industry is adopting new
and varied Content Delivery Network
strategies - Adrian Pennington...

Streaming providers have to work
harder to ensure traffic is passing
through legitimate channels

T

he global CDN market is worth detects traffic bottlenecks, and
US$14 billion according to Deloitte, strengthens capacity planning. "
up more than 25% from US$11 billion in
At a time when the popularity of
2019. The market is set to more than streaming services has never been
double to $30 billion by 2025. Live higher, content security needs to be
video streaming and the streaming a top priority. Credential sharing is
video games may spur further growth.
endemic, with 36% of UK consumers
The consulting firm points to how admitting to sharing their login details
media companies are working out their for streaming services with others,
CDN strategies, including whether they according to Limelight Networks'
should build their own CDNs. " Only a state of online survey 2020.
few major media companies will have
" Streaming providers have to work
the capital to do so, " Deloitte reckons. harder to ensure traffic is passing
" The rest will probably
through legitimate channels, " says
rent
capacity
from
Steve Miller-Jones, VP Strategy,
CDN providers who, in
Industry & Partnership, Limelight.
turn, will pay telecoms
" However, how they respond needs to
to run traffic on their
be guided by their priorities. "
networks. "
He says identifying credential sharing
CDN technology is evolving rapidly and problem accounts will take closer
with a particular focus on improving collaboration between streaming
scaling, cost-efficiency, and the providers and CDNs. Tracking the
Quality of Experience for viewers. activity of individual accounts is
A key development in the industry important for understanding user
pinpointed by Jim Brickmeier, CPO/ behaviour but detecting credential
CMO at Velocix, is the move towards abuse and blocking access can be very
infrastructure agnostic, cloud-native complex. Live events in particular are
CDN architectures. These allow the subject to this attack vector.
optimum solution balance, across
" A CDN partner can play a crucial
cloud and on-premises platforms, to role here - keeping a detailed log of
suit the individual requirements of every content request for a given
video service providers.
stream or piece of content, " says
" For instance, some operators may Miller-Jones. " This data is then shared
prioritise the elastic scaling and rapid with the streaming service provider,
service launch capabilities of cloud- letting them compile a blacklist of
based CDNs, whereas others place a compromised accounts that can
higher premium on seeking the lowest then be blocked from accessing
cost per bit delivered from an on- future content. CDN providers are
premise solution, " says Brickmeier. " In consistently looking at ways to make
many cases, a hybrid approach across the process faster and more efficient.
cloud and on-premises infrastructure Indeed, the use of AI to rapidly detect
can provide the right mix of account abuse may be a source of
capabilities. "
future innovation. "
" To bolster the Quality of Experience,
" As streaming has overtaken
there has also been renewed interest broadcast viewing, traffic is shifting
in managed services for
licensed CDNs as video service
operators seek to accelerate
their transition to new cloud and
hybrid architectures. In addition
to assisting clients migrate to
newer models, the managed
services team can also assist
with advanced video network
monitoring that reduces incident Advanced CDN analytics performed
by Velocix's managed services team
response times, proactively

Steve Miller-Jones, VP Strategy,
Industry & Partnership,
Limelight Networks

away from global CDN providers, "
says Xavier Leclercq, VP Business
Development at Broadpeak. " Several
streaming giants, from Netflix to
TikTok, have built their own CDNs to
better control consumer experiences.
" The approach - whether global or
focused on where global CDNs are
unable to reach - is made possible
by CDN selection tools, such as
Broadpeak's umbrellaCDN, which
distributes requests across CDNs. This
is how a portion of HBO's traffic is
delivered today using Broadpeak HBO
caches, deployed inside various ISP
networks in Central America. "
2021 continues to see a developing
trend, with CDNs initially built by the
ISP for their own video services. These
CDNs are being opened to content
providers like Disney under new
wholesale agreements.
Leclercq says, " whether new CDNs
are deployed by content providers or
wholesaled by the ISP, being inside ISP
networks provides a crucial advantage
- it positions content closest to
the consumer, typically allowing
low-latency and congestion-free
consumption. "
As online video consumption
reaches new peaks, new
challenges are arising for
industry
newcomers
and
veterans
alike.
Amid
a
global pandemic, in a highly
competitive market, and in an

Limelight says the use of AI to rapidly
detect account abuse may be a source of
future innovation

age where streaming failures make
headlines, Verizon Media say QoE has
never been more critical for content
publishers.
" As pressure on networks intensifies,
customers expect CDNs to support
new video formats, have the ability
to achieve greater scalability and
optimize quality regardless of
demand, " says Muhammad Rehman,
VP, Product Management, Delivery,
Security & Edge Compute. " At Verizon
Media, our CDN is optimized for Video
delivery while maintaining best in class
QoE regardless of demands. We are
working with our customers to move
key video workflow capabilities such
as video ingestion, video encoding
and ad-insertion closer to where users
physically are by utilizing a CDN Edge
Compute platform. "
He adds, " Computing at the CDN
Edge has the potential to meet the
challenges of a network tasked with
delivering more data at higher quality
to end-users with minimal latency,
guaranteeing quality and reliable
experiences for broadcasters looking
to reinvent the viewing experience. "
To ensure a consistent high-quality
video experience, an increasing
number of broadcasters are turning
to multi-CDN strategies, deploying
several CDNs in their video delivery
workflow.
Choosing a multi CDN strategy for
the delivery of streaming TV services


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In Broadcast - March 2021

Table of Contents for the Digital Edition of In Broadcast - March 2021

Contents
In Broadcast - March 2021 - Intro
In Broadcast - March 2021 - Cover1
In Broadcast - March 2021 - Cover2
In Broadcast - March 2021 - Contents
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