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Feb 27, 2014

Customer spotlight: Endavo enables OTT content with Internap’s CDN

Ansley Kilgore

As a digital media platform, Endavo helps content providers, TV broadcasters and service providers deliver TV in new and different ways. Internap’s Content Delivery Network (CDN) is a core component of the back-end infrastructure for content delivery, allowing Endavo to distribute high performance video, live streaming and video on demand (VOD) to global audiences.

Endavo’s digital media management and distribution platform includes three main components:

  • OTT (Over-the-Top) video services platform provides everything needed for content management, content packaging and delivery.
  • Service management allows content providers to create subscription services, rental services or advertising-based services.
  • Live streaming includes live streaming support, as well as catch-up TV.

Endavo also offers web and app development services to provide an end-to-end solution for clients.

Watch Paul Hamm, CEO of Endavo, discuss how Internap’s CDN helps deliver OTT content to global audiences.

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Ansley Kilgore

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Feb 15, 2013

Trends for content owners in 2013: OTT platforms opening floodgates

Ansley Kilgore

Trend 3: OTT platforms open the floodgates for new content providers
As cable channels watch their audiences dwindle, new opportunities are arising for over-the-top (OTT) platforms. The economics of this shift threaten traditional distribution models as well as the content providers that support them. As OTT pure-plays look to fill the void left by the demise of media giants such as Viacom, more nimble content providers that don’t rely on existing cable or network distribution for the bulk of their revenue could benefit greatly.

Five Trends to Watch for Content Owners in 2013.
Trend 1: Online privacy concerns
Trend 2: The rise of the multi-tablet household

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Sep 25, 2012

Five trends for content owners in 2013: OTT opening the floodgates

Ansley Kilgore

Five trends for content ownersThe third trend on our list for content owners is the rise of over-the-top (OTT) pure plays (see posts one and two in this series to catch up if you are just joining). Over-the-top pure plays such as Netflix, Hulu, Amazon Prime Instant and CinemaNow have blossomed, and as a result the floodgates have opened for new content providers.  Even cable channels aren’t immune to the turn toward alternate distribution channels and ever-broadening of content interests. In the first quarter of 2012, the average audience for 11 of the 15 most popular cable channels fell from a year earlier.

The economics of this shift threaten traditional distribution models as well as the content providers that support them, suggesting that OTT is cannibalizing its premium programming. In response, large content owners are pulling their most valuable assets from the OTT provider lineups, unless subscribers can prove they’ve “paid” for traditional cable or satellite packages. OTT providers’ are responding in kind by licensing and deploying their own content. Netflix recently said it will spend as much as 15% of its content acquisition budget on original streaming content like David Fincher’s House of Cards and Lilyhammer, a Norwegian-produced program.

How are content owners responding?

Content owners are conducting systematic content audits, segmenting titles by age, shelf life, viewer demographics and personas. Many are also beginning to make their entire library of content available online (across multiple devices) to drive consumption and further understand their customers’ viewing tendencies. Marginal costs for adding a title to a website library is near zero due to ever-decreasing storage and bandwidth costs. Additionally, content that may seem outmoded or stale can unexpectedly drive significant traffic or index towards uniquely valuable audiences. Once armed with an understanding of viewing frequencies and other consumption data, content owners can better market broader distribution through an OTT or other online venue.

As viewers increasingly turn to OTT for their favorite programming, the need for additional storage and methods to optimize online delivery becomes critical. Utility cloud computing and storage services working in tandem with optimized connectivity and content delivery network capability can provide cost-effective ways to store and deliver the assets of traditional publishers, online gaming outlets and other entertainment and media companies. Established OTT vendors who are experimenting with a number of business models are also benefiting from outsourced data center services that can hybridize infrastructure across hosting and colocation platforms to increase performance, add functionality and improve reliability relative to on-premise options.

Next, we’ll discuss how mobile is hastening the demise of the content schedule and how content owners are responding.

To learn more, download the complete white paper, Five Trends to Watch for Content Owners in 2013.

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May 24, 2011

What Internet Traffic Statistics Tell Us

INAP

Sandvine Inc. published some very interesting analysis last week on Internet traffic. Here are our observations and perspective from the analysis:

Source: Sandvine Global Internet Phenomena Spotlight: Netflix Rising report

Media Distribution over the internet is by far the largest bandwidth driver and the biggest growth area for Telecommunications Companies, Content Delivery Network (CDN) providers and Cloud Service providers. This implies that protocols that use TCP for video delivery will continue to benefit from optimization technologies like Internap’s Accelerated IP (XIP™) service. Where XIP shines is in situations where you have high latency and are transmitting large files or streaming video. This is the case for the vast majority of video delivery, whether on-demand or live. Furthermore; as Netflix, Google, Apple and other content distributors move into new markets, they will find that higher latency connections are much more common than here in the United States. This reinforces the case for delivery platforms that have integrated reliable TCP acceleration capabilities at every phase of the process. Another observation we made is the variety of devices that are being used for streaming solutions and how the data clearly points to the Over-the-Top (OTT) video market finally taking off.

Definition: Over-the-Top Video or OTT is video and related television programming delivered via the Internet and bypassing traditional pay-for-television connections. Content is usually delivered via wireless devices existing in the household.

As reported, nearly two-thirds of Netflix traffic is driven through PlayStation PS3, Nintendo Wii and Microsoft Xbox gaming consoles. It’s hard to imagine that anyone would have predicted the extent of this development just five years ago and the concentration driven by just a few services. Surprisingly, the PC rated number three in the top devices – with only 20% of all traffic delivery overall. Most pundits in the early 2000’s would have told you that the PC was the next TV. According to Sandvine’s analysis, they would be wrong.

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