1. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Media Processing and
Delivery on AWS
Brett Hollman
Manager, Solutions Architecture
June 25th, 2014

2. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Media Processing and Delivery on AWS
ME: Brett Hollman – Solutions Architect and Manager at Amazon
Web Services
YOU: here to learn more about media processing and delivery on
AWS
TODAY: discuss how to build a scalable media processing
workflow and how to optimize delivery of that media on AWS

3. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
33
Agenda
! Media Basics
! Media Architectures using 3rd Party Products
! What Do We Need to Build Our Own Media Processing Platform?
• Storage for Videos
• Messaging Services to Decouple our application components
• Transcoding
• Distribution Globally with a Content Delivery Network
! Build It and They Will Come: Our Media Architecture
• Ruby Examples
! Analyze Your Users Behaviors

4. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Some Media Basics…

5. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Internet Video Delivery
VOD – Video on Demand. Pre-recorded video delivered after the fact. Netflix,
YouTube, Hulu..etc.
Live – Live video streaming. Sports, News, Corporate Events

6. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Video Formats
Container – is the packaging definition of digital information including video, audio and possibly
other information such as meta data or subtitles.
AVI : Audio Video Interleave – Older Microsoft Windows Container
ASF : Advanced Systems Format - WMV, WMVA
MKV : Matroska, open source container format
FLV : Flash Video Format
QuickTime : Apple – MOV MP4 (one way QTFF)
MPEG : Moving Picture Experts Group
MPEG-2 : DVDs
MP4 / MPEG-4 Part 1 and Part 14
Ogg : Open / Free container
WebM : Google (format for VP8)
http://en.wikipedia.org/wiki/Comparison_of_container_formats

7. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Video Formats
Software Codec – algorithms used to compress or decompress digital video. This compression is usually lossy.
Popular Standards
MPEG2 H.262 (DVD)
MPEG4
MPEG4 H.264 AVC – Blu-ray, YouTube, Vimeo
MPEG – HEVC H.265: High Efficiency Video Coding
Popular Codecs
DivX
Xvid
On2 (now Google) codecs, VP6, VP7, VP8
QuickTime H.264
Windows WMV7, WMV8, WMV9, VC-1
Ffmpeg MPEG-4 – very common open source codec
x264
http://en.wikipedia.org/wiki/Video_codec

8. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Delivery Methods and Containers
Traditional Streaming
RTSP Real Time Streaming Protocol (Real / Quick Time)
Flash / RTMP Adobe – Real Time Message Protocol, port 1935 (FLV MP4)
Progressive Download
HTTP If container & player supports playing back a file as it downloads, examples WebM, FLV, MP4
HTTP Streaming (Chunks / Byte Range Requests)
HLS Apple – HTTP Live Streaming
HDS Adobe – HTTP Dynamic Streaming
Smooth` Microsoft Smooth Streaming
DASH MPEG –Dynamic Adaptive Streaming

9. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Players
PCs
Stand Alone Apps – QuickTime, Core, Windows Media Player, Itunes…
Flash Platform Players (“swf”)
Build Your Own
JW Player (HLS on the PC, most browsers)
SilverLight
Browser Supported - HTML 5 Video (TBD - Format and Browser)
Devices (Roku, PS3, Xbox)
HLS / SilverLight
IOS
HLS / Progressive
Android
RTSP, Progressive, TBD

10. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
To reach all these different device types, we need…

11. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Transcoding
Transcoder

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3rd Party Products with CloudFront

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Streaming Solutions easily deployed with Cloudfront
! Live Streaming and VOD
• Wowza
• Adobe Media Server
• IIS Media Services
! RTMP – CloudFront Streaming Distribution
! Tutorials:
• http://docs.aws.amazon.com/AmazonCloudFront/latest/
DeveloperGuide/Tutorials.html

14. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Video Delivery - Wowza Media Server
S3

15. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
What Do We Need to Build Our Own
Media Processing Platform for VOD?

16. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica8on
Services
Deployment
&
Administra8on
Networking
S3
-­‐
Durable
storage,
any
object
99.999999999%
durability
of
objects.
Unlimited
storage
of
objects
of
any
type.
Up
to
5TB
size
per
object.
Feature Details
Flexible object store Buckets act like drives, folder structures within
Access control Granular control over object permissions
Server-side encryption 256bit AES encryption of objects
Multi-part uploads Improved throughput & control
Object versioning Archive old objects and version new ones
Object expiry Automatically remove old objects
Access logging Full audit log of bucket/object actions
Web content hosting Serve content as web site with built in page handling
Notifications Receive notifications on key events
Import/Export Physical device import/export service
Storage: Simple Storage Service (S3)

17. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica2on
Services
Deployment
&
Administra8on
Networking
Simple Queue Service (SQS)
Amazon
Simple
Queue
Service
Reliable,
highly
scalable,
queue
service
for
storing
messages
as
they
travel
between
instances.
Amazon
SQS
Processing
task/
processing
trigger
Processing
results
Feature Details
Reliable Messages stored redundantly across multiple
availability zones
Simple Simple APIs to send and receive messages
Scalable Unlimited number of messages
Secure Authentication of queues to ensure controlled
access

18. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica2on
Services
Deployment
&
Administra8on
Networking
Simple Notification Service (SNS)
Simple
No8fica8on
Service
Fast,
flexible,
fully
managed
push
messaging
service.
Simple
and
cost-­‐effecIve
to
push
to
mobile
devices
such
as
iPhone,
iPad,
Android,
Kindle
Fire,
and
internet
connected
smart
devices,
as
well
as
pushing
to
other
distributed
services.
Feature Details
Reliable Messages stored redundantly across multiple
availability zones
Simple Simple APIs to send and receive messages
Functional Publish a message once, and deliver it one or
more times.
Can deliver notifications by SMS text
message or email, to SQS queues, or to any
HTTP endpoint.

19. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Simple Notification Service (SNS) – SNS Mobile Push
Users opt-in to receive them
Delivered to a specific app
on a specific device
Short messages: read, ignore, or
acknowledge to launch the app
Mobile push notifications engage customers when your app is not
currently active.

20. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica2on
Services
Deployment
&
Administra8on
Networking
Simple Email Service (SES)
Service
for
sending
High-­‐Volume/High
Quality
Bulk
&
TransacIonal
Email.
Provides
a
built-­‐in
feedback
loop,
which
includes
noIficaIons
of
bounce
backs,
failed
and
successful
delivery
aUempts,
and
spam
complaints.
Feature Details
Reliable Messages stored redundantly across multiple
availability zones
Simple Simple APIs to send and receive messages
Functional Publish a message once, and deliver it one or
more times.
Can deliver notifications by SMS text
message or email, to SQS queues, or to any
HTTP endpoint.
New Email Infrastructure to Manage

21. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica2on
Services
Deployment
&
Administra8on
Networking
Cloud Search Document
Server
Results
Search
Server
Fully
managed,
elasIc
search
engine
Scales
automaIcally.
Feature Details
Auto-scaling Automatically scales based upon request
volumes and data volumes
High performance In memory operation means consistently low
latency for search results
Sophisticated
features
Support for faceting, stemming, synonyms, stop
words and custom rank expressions
Low cost Elastic service, pay for what you use

22. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Transcoding Causes Customers Pain
! Difficult
• Choosing the right transcoding settings
• Building a system that performs well
! Scale
• Increasing amount of content
• Increasing number of output formats and
devices
! Cost
• Building for peak is uneconomical
• Storage and delivery costs

23. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica2on
Services
Deployment
&
Administra8on
Networking
Elastic Transcoder
Easy-­‐to-­‐use,
Scalable
Video
Transcoding
in
the
Cloud.
Supports
H.264,
AAC,
MP4,
MPEG-­‐2,
FLV,
3GP
and
AVI.
Feature
Details
Simple
Use
web-­‐based
console
or
APIs
to
create
a
transcoding
job.
Pre-­‐defined
presets
for
various
devices
Scalable
Automa8cally
scales
up
and
down
to
handle
customers’
workloads.
Transcoding
Pipelines
for
parallel
transcoding.
Low
Cost
No
minimums,
no
commitments.
Simple,
per-­‐minute
pricing.
Customer Pain Elastic Transcoder Solves
Manages Volume – Manages Peaks – Manages Formats

24. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
CloudFront
London
Paris
NY
Served
from
S3
/images/*
3
Served
from
EC2
*.php
2
Single
CNAME
www.mysite.com
1
World-­‐wide
content
distribuIon
network.
Easily
distribute
content
to
end
users
with
low
latency,
high
data
transfer
speeds,
and
no
commitments.
Feature Details
Fast Multiple world-wide edge locations to serve content as close to
your users as possible
Integrated with other
services
Works seamlessly with S3 and EC2 origin servers
Dynamic content Supports static and dynamic content from origin servers
Geo-Blocking Restrict access to your content based on the geographic location
of your viewers.
Streaming Supports rtmp from S3 and includes support for live streaming
from Adobe FMS and Microsoft Media Server
http://aws.amazon.com/cloudfront/#details
Compute
Storage
&
CDN
AWS
Global
Infrastructure
Database
Applica8on
Services
Deployment
&
Administra8on
Networking

25. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
CloudFront and the AWS Ecosystem
! Integrates with AWS resources
• DNS, Video Transcoding, Storage, Compute,
Load Balancing, Marketplace, etc.
! Improves scalability of other
Amazon resources
! Discounts on data transfer from
Amazon S3, EC2 & ELB to CloudFront

26. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Elastic Load
Balancing
Dynamic Content
Amazon
EC2
Static Content
Amazon
S3
Custom Origin
OR
OR
Custom Origin
Amazon CloudFront
example.com
*.jpg
*.php
Your Partner in
Customer Experience

27. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Build It and They Will Come:
Our Media Architecture

28. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
User Upload and Store – Post to EC2 and Transfer to S3
User
S3
Route 53
ELB
EC2
1
! Advantages
• You have control of what is posted as you can do checks
on the EC2 instance just in time on post
• Very easy to implement with a single form post
• Could make the copy from EC2 to S3 asynchronous
using SQS
! Disadvantages
• The copy from EC2 to S3 causes more latency for the
user
• Could add significant time for large videos
• No multipart API to post to EC2
Legend
1. Post Video
2. App redirects user upon completion
2
RDS

29. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
User Upload and Store – Post directly to S3
User
S3
Route 53
ELB
EC2
! Advantages
• Removing the copy from EC2 to S3 from last architecture
• Posting directly to S3 shortens the time it takes to get the
video to its final destination
• May use S3 multipart upload for the post
• Javascript SDK for STS and Multipart Upload
! Disadvantages
• May require a post of the object and a redirect to a
second form
• Can be consolidated to a single form with more
advanced wiring
• Cannot validate the item on the server prior to moving to
S3 – must be done during processing
Legend
1. User / form Posts Video to S3 directly
2. S3 redirects user to new url
3. User fills out new form with metadata about video and submits and app
redirects user
1
2
RDS
1
3

30. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Amazon Elastic Transcoder Conceptual
Diagram
Amazon
S3 Input
Bucket
Amazon
S3
Output
Bucket
Digital Media
Source
Asset
Digital Media
Destination
Asset
Amazon Elastic Transcoder

31. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Amazon S3
Input Bucket
Amazon Elastic Transcoder
Amazon S3
Input Bucket
Amazon S3
Output Bucket
Amazon S3
Output Bucket
Amazon S3
Output Bucket
Transcoding Pipeline 1
Transcoding Pipeline 2
Transcoding Pipeline 4
Kindle Fire HD720p Apple HLS
Transcoding Job n Transcoding Job 2 Transcoding Job 1
Amazon Elastic Transcoder Diagram

32. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Configuring Elastic Transcoder
! Elastic Transcoder can send an SNS message to notify a topic at Completion and also on Error
! That SNS Message Topic can be subscribed to by an SQS Queue as seen below

33. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Kickoff Simple Transcoding Process
User
S3
Route 53
ELB
EC2
Legend
1. User / form Posts Video to S3 directly
2. S3 redirects user to new url
3. User fills out new form with metadata about video and
submits
4. EC2 instance sends message out to SQS queue
5. EC2 batch workers long polling queue to kickoff
transcoding
6. EC2 batch workers kickoff ETS (Elastic Transcoding
Service)
RDS
SQS
4
EC2
5
ETS
6
1
2
1
3

34. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Kickoff Simple Transcoding Process
User
S3
Route 53
ELB
EC2
Ruby SDK Code Review
# get msg from SQS
queue.poll do |msg|
# After decoding the msg into vars and getting constants
# Call ETS to send job
ets = ets.create_job(
pipeline_id: my_pipeline_id,
input: {
key: my_input_key,
frame_rate: 'auto',
resolution: 'auto',
aspect_ratio: 'auto',
interlaced: 'auto',
container: 'auto'
},
output: {
key: my_output_key',
preset_id: my_preset_id,
thumbnail_pattern: my_thumb_pattern,
rotate: '0'
}
)
end
RDS
SQS
4
EC2
5
ETS
6
1
2
1
3

35. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Transcoding Process Completes
User
S3
Route 53
ELB
EC2
RDS
SQS
4
EC2
5
SQS - Complete
ETS
6
SNS Topic
1
2
1
3
Legend
1. User / form Posts Video to S3 directly
2. S3 redirects user to new url
3. User fills out new form with metadata about video
and submits
4. EC2 instance sends message out to SQS queue
5. EC2 batch workers long polling queue to kickoff
transcoding
6. EC2 batch workers kickoff ETS (Elastic Transcoding
Service)
7. ETS Process Completes and Sends a Message to
an SNS Topic
8. SNS Topic has an SQS Queue as a Subscriber
9. EC2 instance is long polling SQS Complete queue
and gets ETS Complete message 7
8
9
10
CloudSearch
11

36. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Transcoding Process Completes
User
S3
Route 53
ELB
EC2
RDS
SQS
4
EC2
5
SQS - Complete
ETS
6
SNS Topic
1
2
1
3
7
8
9
10
CloudSearch
11
Ruby SDK Code Review
# get msg from SQS – Complete queue
queue.poll do |msg|
# After decoding the msg and finding ets job
# Call ets to find info about job
ets = AWS::ElasticTranscoder::Client.new(
elastic_transcoder_endpoint: ets_endpoint
)
job = ets.read_job(id: job_id)
end

37. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Media is Published
User
S3
Route 53
ELB
EC2
RDS
SQS
4
EC2
5
SQS - Complete
ETS
6
SNS Topic
1
2
1
3
Legend
1. User / form Posts Video to S3 directly
2. S3 redirects user to new url
3. User fills out new form with metadata about video
and submits
4. EC2 instance sends message out to SQS queue
5. EC2 batch workers long polling queue to kickoff
transcoding
6. EC2 batch workers kickoff ETS (Elastic Transcoding
Service)
7. ETS Process Completes and Sends a Message to
an SNS Topic
8. SNS Topic has an SQS Queue as a Subscriber
9. EC2 instance is long polling SQS Complete queue
and gets ETS Complete message
10. EC2 instance catalogs assets created by ETS and
loads them in the DB
11. EC2 instance loads all relevant metadata into
CloudSearch for indexing
12. Email user that video is ready (SES not shown here)
13. Media is available via the origin and Cloudfront CDN
7
8
9
10
CloudSearch
11
CloudFront
13
SES
12

38. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Media is Published
Ruby SDK Code Review
# catalog all assets created by ETS in your database
# Load CloudSearch Index with metadata about video
# May do this asynchronously to load larger docs than
# single video – up to 5MB
# send user email that video is ready to watch
ses.send_email(
:subject => ’Your Video is Ready',
:from => 'sender@domain.com',
:to => ’user@domain.com',
:body_text => ’ Your Video is Ready!.',
:body_html => '<h1>Your Video is Ready!</h1>’
)
User
S3ELB
EC2
RDS
SQS
4
EC2
5
SQS - Complete
ETS
6
SNS Topic
1
2
1
3
7
8
9
10
CloudSearch
11
CloudFront
13
SES
12
Route 53

39. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Media Delivery
User
S3
Route 53
ELB
EC2 /
Web
RDS
SQS
EC2 /
Worker
SQS - Complete
ETS
SNS Topic
CloudSearch
CloudFront
SES

40. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Understanding User Behaviors = $$

41. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
! Why do we want to do this?
• Make Site Stickier
• More Revenue
• Convert more on any sales opportunities
! How do we do this?
• Gather user behaviors
• Analyze user behaviors with an algorithm or engine
Analyze Users Behaviors

42. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Analyze Users Behaviors - Nightly
ELB
EC2 /
Web
RDS
CloudSearch
S3
1
EMR
Cluster
Or
Service
Legend
1. Nightly dump from RDBMS to S3
2. Import from S3 into EMR Cluster or API
Endpoint for Analytics Service
3. Put learned behaviors back into database or
your app may be able to call the service
directly via an API endpoint
4. Optimize how you interact with your users!
2
3
4
User
Route 53
3

43. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Analyze Users Behaviors – Semi-Realtime
ELB
EC2 /
Web
RDS
CloudSearch
1
EMR
Cluster
Or
Service
Legend
1. Write realtime user events to DynamoDB (or
possibly to the Realtime service)
2. Import from DynamoDB into EMR Cluster or
API Endpoint for Analytics Service every few
minutes
3. Put learned behaviors back into database or
your app may be able to call the service
directly via an API endpoint
4. Optimize how you interact with your users!
2
3
4
User
Route 53
DynamoDB
3

44. © 2011 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.
Questions?