Vindral的动态

Transcript

I'm Daniel Alinder and I'm the CEO at Vindral in Sweden, and I love to talk about all things business and streaming. Vindral has always been about achieving as high quality as we can, even at ultra low latency. So in 2021 when we were discussing with NETINT how we could tackle the problem of bandwidth versus video quality, we started talking about AV1 and we decided that We were going to make the world's first ultra low latency implementation of it, and that's what we previewed at NAB in 2022. We weren't quite expecting as much interest as we got and we weren't quite expecting the rapid adoption in devices that actually turned out to happen. Already at the tech preview at NAB in 2022, we had companies approach us and ask how they could start using this AV1 solution and for us that was an eye opener because we were planning on Implementing it and it's showing it off and then making it commercially available after that summer. And this made us hurry a little bit more. Which was of course a good problem in a sense because it drives us forward and it was also an indicator that this is a huge challenge for the business. So many companies are trying to reduce their costs by cutting down traffic usage which this message about getting 30% less traffic use, it resonates with them so well and also many companies in verticals that that are trying to do ultra low latency. But the quality doesn't quite cut it and that's also a type of company that have approached us and started asking to to use AV1. So it went a lot quicker than than we thought. We've well of course we thought that it would become one of the big developments within the industry for the for those few years where from where we launched it to today. But but the speed at which it went, it was beyond our expectations. So if you take a this sports brand that is broadcasting football to its to viewers that are huge fans of these leagues, one problem that they're going to have is that their fans are sitting on large screens. Many of them, many, of the fans that actually really care about the sport and they want to see what's really going on on the pitch and they want to see it in high quality and it may be broadcast for Many hours, larger viewership numbers, which amounts to a lot of traffic and you could of course choose to just go for a higher bit rate, but the problem is that's going to cost you a lot. So of course there's a compelling message in being able to cut that by 30%, but also in in making the quality look better. What we did together with NETINT at NAB 2022 was actually a 4K10 bit HDR. AV1 powered tech preview. It was it was kind of a new step in terms of how beautiful the content at ultra low latency could look. So, so many people that saw that were blown away by it and of course it's it's compelling because their viewers really care about the content. And we as a company we have, we have many clients that are they're running their operations of course 24/7. It's not just events based which is. One type of business, but some of the the brands that we're working with, many of them, they have outgoing streams all the time, which makes a huge difference in at the end of the month and the amount of petabytes that they've consumed. So from a business perspective, it makes total sense to work with AV1. I remember the first Test broadcast we did with real clients and they were interested in understanding well there there's a promise that that viewer that gets the AV1 quality, they would get a 30% less traffic consumption, but how many viewers are are going to get that quality? That was the question and that we knew that all devices didn't have support for hardware decoding for example On mobile phones, etcetera. But we did know that there were some decisions from Google for example to to push this out to the Android platforms. What we saw was a bit astounding honestly. It was between 70 and 80% of the viewers that got the AV1 stream. So what we do is we transcode to both H264 which is commonly used in ultra low latency applications and AV1 at the same time and a viewer that can that can consume the AV1. When content gets the AV1 stream, so that figure between 70 and 80% is very high in our opinion and of course it's the market is maturing and it keeps moving forward. so it's really not an argument against AV1 that adoption is low, it's On the contrary it's basically almost all viewers. So one of the key parts of doing this successfully was our partnership with NETINT where we from the beginning noticed that there's something a little bit different about this company. We got to work hands on with the team that developed the Quadro card and the SDK around that. And whatever questions we had, they were in touch with us personally and if we had requests about doing adjustments, they even adhere to that. He really leaned into this, which enabled us to progress faster. And as a business, we really want to lean into partnerships because we see what it does to our momentum. It helps us move forward quickly so that that's one of the pillars that we've built Vindral on. When it comes to the use cases where AV1 is relevant, we have mentioned sports of course, but even other verticals such as retail for example is very relevant because you're streaming live streams where people are shopping in direct connection to the content. So that's one thing where quality definitely matters and if you look at what's happened in that vertical In China, for example, the viewership numbers are very large. So there's a lot of traffic being consumed. We haven't quite seen that in the in Europe and the US yet. But if it happens and it explodes the way it has in China, then we're definitely going to need something to solve this battle between quality and bandwidth. And of course, esports is also the type of content that you're broadcasting. Esports is often hard to encode, and that's where Future Ready Codec makes a huge difference. In the terms of other things that we're doing right now that we're developing and that we're releasing, one of the most recent things was that we added low latency HLS as an extension of our Websocket based protocol. So you can actually use both As a user of Vindral, we're working on media over quick which we will be talking more about in in coming talks. It's a great new standard that's emerging and we want to be very early on adopting it. That will also pave the way for DRM at ultra low latency, so a bit of a game changer for sports it might become. Where Vindral started out as a highly niche and limited product, it has grown to support many protocols. So we've added low latency HLS as I mentioned. We're also working on media over quick and on top of the web socket based delivery protocol that we already have since earlier. And we're building in venue solutions to solve external bandwidth concerns for sports clients etcetera, so the toolkit. Is growing and what drives all of that is of course the needs from our clients and where the market is going so we maintain that commitment to always be ahead of the curve.