Opportunities in Digital Media Distribution & Delivery Will Law – Chief Architect – Akamai Media Division September 2014

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To accelerate innovation in the

hyper-connected world by making the Internet

fast, predictable, scalable and secure.

©2014 Akamai

1.084 Tbps

1.4 Tbps

21.0 Gbps <1 Gbps 15.9 Gbps

444 Gbps

1999 2002 2004 2007 2008 2009 2010 2011 2012 2013 2014

<1 Gbps 15.9 Gbps

Major sporting events online in 2012 with engagement times in hours

Americans will watch more streaming movies in 2012 than DVD & Blu-Ray combined

Evolution of online video

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Continued Exponential Growth

Revolution of TV Online

1999 2002 2004 2007 2008 2009 2010 2011 2012 2013 2014+

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Traffic growth @ EBU BroadThinking March 2014

10/12/11 8.7 Tbps

8/19/12 13 Tbps

6/10/13 15.4 Tbps

2/21/14 3.5 Tbps Single event

9/18/13 21.6 Tbps

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World Cup Traffic Peaks just 4 months later Top 5 World Cup Traffic Peaks

Dramatic, Rapid Demand Spikes! Global Demand with Regional Concentrations

http://www.akamai.com/html/ms/akamai-delivers-online-streaming-performance.html

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Peak Perspective

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Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.

Preparing for Significant Delivery Growth

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45,000,000

50,000,000Akamai Expected CDN Traffic Rate (Tbps)

Average bitrates continue to increase annually as broadband penetration increases

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Growth in average connection speed – last 7 years

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4K/UHD will drive throughput even higher

4K - 4096x2160 UHD – 3840x2160

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Who can view 4K today ? % above 15 Mbps, Avg. Connection Speed @ 80th %ile

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Who can view 4K today ? % above 15 Mbps, Avg. Connection Speed @ 80th %ile

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Simultaneous viewers - OTT still << broadcast TV

8M Concurrent Views

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Technology to the rescue

Let’s look a 10 technologies that CDNs will deploy in the next 5 years to start

tackling these bandwidth and congestion issues

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1. HEVC video codec

Successor to AVC (H.264) went to final draft in January 13 It requires 30-50% less bandwidth than AVC for the same perceived quality. Decoding is complex although software decoding available in tablets/laptops/phones today Can open up new markets for ADSL and mobile subscribers Allows 720p at <= 2Mbps which is sweet spot for 4G networks. Makes OTT UHD (4K) feasible Has legal issues with no clear license Will cut transport costs for OTT content only IF quality parity is maintained. History will repeat itself.

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Overview – Without Multicast Delivery

Akamai Network ISP Network

HTTP

Origin

Akamai Edge Server Non-Multicast Router

One stream per viewer E.g., 200Gbps ( 100,000 viewers x 2Mbps )

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2: Multicast Delivery

Akamai Network ISP Network

HTTP Multicast AMT

Origin

Akamai Edge Server Multicast Router AMT Router/Relay

One stream set for ALL viewers E.g., ~10Gbps for all 100,000 viewers!

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Segment Info

Initialization Segment http://www.e.com/ahs-5.3gp

3. MPEG-DASH – unified delivery format

Media Presentation Period, start=0s

…

Period, start=100s

…

Period, start=295s

…

…

Period, •start=100 •baseURL=http://www.e.com/

Adaptation Set 1 video

…

Adaptation Set 2 audio

…

Media Segment 1 start=0s http://www.e.com/ahs-5-1.3gs

Media Segment 2 start=10s http://www.e.com/ahs-5-2.3gs

Media Segment 3 start=20s http://www.e.com/ahs-5-3.3gh

Media Segment 20 start=190s http://www.e.com/ahs-5-20.3gs

Representation 1 •bandwidth=500kbit/s •width 640, height 480

Segment Info duration=10s

Template: ./ahs-5-$Index$.3gs

…

Representation 2 •bandwidth=250kbit/s •width 640, height 480

…

Splicing of arbitrary content

Selection of Components Select/Switch of

Bandwidth

Focus == Improved Performance

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4. Device compute capability is rising

The cell phone in your pocket has more computing power than all of NASA had in 1969 when it launched Apollo 13. The Sony PS3 of today, which costs $300, has the power of a military supercomputer of 1997, which cost millions of dollars. Quad-core is the norm now, OctaCore coming out with S4, smarter multicore main processors with ridiculously small die sizes. How does this effect media? Can decode more complex compression schemes.

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5. Storage density is growing faster than computeability

Why should storage effect bandwidth? What if your home router has a 5TB drive inside it? Qualcomm/Akamai Smart Gateway demo at CES 2014

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Mbp

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Throughput Before/After Akamai FastTCP

European Service Provider

Days Before FastTCP

Days After FastTCP

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Throughput Before/After FastTCP Enabled

North American Service Provider

Days Before FastTCP

Days After FastTCP

5. Improving existing TCP FAST TCP is a TCP congestion avoidance algorithm especially targeted at long-distance, high latency links. Uses queueing delay instead of loss probability as a congestion signal. Technology acquired September 2012, network integration completed in July 2013.

Throughout (Mbps)

Before FastTCP

After FastTCP Change (%)

Mean 9.6 11.7 22% Min 6.3 11.3 79% Max 10.9 12.4 14%

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• a point-to-multipoint interface specification for broadcast and multicast services over 3GPP networks.

• Target applications include mobile TV and radio broadcasting • Qualcomm Technologies, Inc. is shipping fully integrated eMBMS

solution on Qualcomm Snapdragon™ 800 processors and will expand eMBMS support on all Snapdragon devices with LTE

• Korea Telecom - launched in Jan 2014 – Verizon, Vodafone, Telstra trials.

• Verizon purchased onCue from Intel – virtual MSO’s are coming • TVE OTA ????

6: eMBMS (evolved Multimedia Broadcast Multicast Service)

Qualcomm Snapdragon is a product of Qualcomm Technologies, Inc.

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0%

10%

20%

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40%

50%

60%

70%

80%

90%

100%US Japan

GreatBritain Germany France China Canada Mexico Italy Egypt Brazil India

>4%

4%

2.67%

1.67%

0.67%

0.33%

0.25%

0.17%

0.08%

Packet Loss Breakdown By Country* Edge To End User * Loss Modeled On Measured Retransmission Rate Reduced By 1/3

Larg

est

Impr

ovem

ents

Percentage of users experiencing > 0.67% packet loss

47.7% 46.4% 55.5% 47.8% 50.2% 78.3%

40.5% 59.2%

80.6% 63.1%

75.7% 52.5%

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7: Hybrid HTTP/UDP Protocol

This new protocol prevents packet loss and latency from impacting the video viewing experience by using: • Hybrid HTTP/UDP Transport Protocol • Forward Error Correction • Advanced Congestion Control

Initial Results • ½ the startup time • 2x – 5x the bit rate • 10x fewer rebuffers

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The difference is clear and easy to see

Great 3Mbps Quality vs. Fuzzy 500Kbps that re-buffers

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Approx. 50% of the US population has 0.67% packet loss or more

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At 25GB file download @ 6 Mbps and 0.67% packet, the time goes from 50 hours to 10 hours

Hours to download (Normal)

Hours to download (Astraeus)

Percentage advantage

Per

cen

tag

e ad

van

tag

e Estimated 5x improvement @0.67% packet loss

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Qualcomm/Akamai cooperation

• Snapdragon Web Engine and Astraeus team cooperation - https://www.codeaurora.org/xwiki/bin/Chromium+for+Snapdragon/

• Qualcomm optimized Web Engine is an Astraeus client • Integrated directly into Chromium networking stack • Leveraging optimized Qualcomm® RaptorQ™ forward error correction

technology • Large download speed gains for Akamai-edge served content over

appropriate conditions of high RTT and loss.

Qualcomm RAptorQ is a product of Qualcomm Technologies, Inc.

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8. Better optimization of mobile data

Image credit:

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9. Scalable Video Coding (SVC)

Multi-bitrate delivery where each higher bitrate builds upon the lower ones Leads to very good cache efficiency. caching == reduced transit and origin traffic SHEVC+DASH = efficient

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10: Peer-To-Peer

• As a distribution architecture, p2p is attractive in that the distribution nodes scale in proportion to the delivery demand.

• Capex-free peak capacity. • It enlarges the delivery surface of the “edge”. • p2p breaks us free from the cycle of having delivery costs scale linearly with

delivery revenue • p2p carries much of the traffic offset capabilities as IP multicast but with lower

protocol and configuration complexity • Your physical neighbor is NOT your network neighbor. P2P can CAUSE

CONGESTION on DSL networks. • Any successful deployment will need to be controllable by the network

operator since it’s their bandwidth you are using.

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WebRTC and Peer-To-Peer

WebRTC dataChannel

Media Source

Extensions

WebCrypto

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Combine these 4 technologies and you get …

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The Denovian Period - experienced the first significant adaptive radiation of terrestrial life.

SERVER

CLIENT

HTTP/UDP Acceleration

Multicast Delivery

Peer Assisted Delivery

Intelligent Pre-

Positioning

Core Services API

Cache

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Thank you for your time.

Questions?

More tech I didn’t have time for … • HTTP 2.0, SPDY et al. • Server bits/watt increasing • Large network caching layers • 5G networks • Rise of Residential fiber • Software Defined Networking • Hyper-dense networking