Digital platforms are by nature resource intensive, expensive to build, and difficult to manage at scale. What if we can change this perception and help AWS customers architect a digital platform that is low cost and low maintenance? This session describes the underlying architecture behind a Digital Asset Management system powered by AWS abstracted services like AWS Lambda, Amazon CloudFront, and Amazon DynamoDB. We will deep into an approach to microservices architecture on serverless environments and demonstrate how anyone can architect AWS abstracted services to achieve high scalability, high availability, and high performance without huge efforts or expensive resources allocation.

3. Amazon Web Services in Media
Cloud and Serverless Architectures
Alex Smith
Media & Entertainment, APAC, Amazon Web Services

4. Your Consumers Have Changed
More content choices
More devices
More delivery methods
New experiences

5. Your Business Has Changed
More data
Faster go to market
Leaner teams
Innovation and failure

6. What sets AWS apart?
Building and managing cloud since 2006
70+ services to support any cloud workload
History of rapid, customer-driven releases
13 regions, 35 availability zones, 63 edge locations
52 proactive price reductions to date
Thousands of partners; 2,700+ Marketplace Offerings
Experience
Service Breadth & Depth
Pace of Innovation
Global Footprint
Pricing Philosophy
Ecosystem

7. Global Footprint
AWS is available today in the U.S., Brazil, Europe, Japan,
Singapore, Australia, Korea, India, and China. Additional regions in
France, Canada, China and the UK are expected to come online
over the next 12 – 18 months.
Over 1 million active customers across
190 countries
2,300 government agencies
7,000 educational institutions
14 regions
38 availability zones
63 edge locations

8. ENTERPRISE
APPS
DEVELOPMENT & OPERATIONSMOBILE SERVICESAPP SERVICESANALYTICS
Data
Warehousing
Hadoop/
Spark
Streaming Data
Collection
Machine
Learning
Elastic
Search
Virtual
Desktops
Sharing &
Collaboration
Corporate
Email
Backup
Queuing &
Notifications
Workflow
Search
Email
Transcoding
One-click App
Deployment
Identity
Sync
Single Integrated
Console
Push
Notifications
DevOps Resource
Management
Application Lifecycle
Management
Containers
Triggers
Resource
Templates
TECHNICAL &
BUSINESS
SUPPORT
Account
Management
Support
Professional
Services
Training &
Certification
Security
& Pricing
Reports
Partner
Ecosystem
Solutions
Architects
MARKETPLACE
Business
Apps
Business
Intelligence
Databases
DevOps
Tools
NetworkingSecurity Storage
Regions
Availability
Zones
Points of
Presence
INFRASTRUCTURE
CORE SERVICES
Compute
VMs, Auto-scaling,
& Load Balancing
Storage
Object, Blocks,
Archival, Import/Export
Databases
Relational, NoSQL,
Caching, Migration
Networking
VPC, DX, DNS
CDN
Access
Control
Identity
Management
Key
Management
& Storage
Monitoring
& Logs
Assessment
and reporting
Resource &
Usage Auditing
SECURITY & COMPLIANCE
Configuration
Compliance
Web application
firewall
HYBRID
ARCHITECTURE
Data
Backups
Integrated
App
Deployments
Direct
Connect
Identity
Federation
Integrated
Resource
Management
Integrated
Networking
API
Gateway
IoT
Rules
Engine
Device
Shadows
Device
SDKs
Registry
Device
Gateway
Streaming Data
Analysis
Business
Intelligence
Mobile
Analytics

9. AWS Digital Media Customers
NASA/JPL

10. AWS M&E Services Highlights
STORAGE
DELIVERY
COMPUTE
PROCESSING
INGEST
Amazon CloudFront – Global Content Delivery
Network with Analytics and customization at the edge
Amazon S3 and Amazon Glacier – durable, scalable and
secure solutions for on-line and archival content storage
Amazon Elastic Transcoder; Elemental Technologies –
Scalable and cost effective video processing and transcoding
Amazon EC2 – Resizable general purpose compute capacity
featuring instance types optimized for processing video,
analytics
AWS Direct Connect; AWS Snowball; Amazon S3
Transfer Acceleration– Upload options for content and files of all
sizes

11. Over the Top Platform

12. Content
Production
Content
Storage

13. Processing &
Management
Content
Production
Content
Storage

14. Processing &
Management
Content
Production
Content
Distribution
Content
Storage

15. Processing &
Management
Content
Production
Content
Distribution
Content
Storage
Content
Consumption

16. Processing &
Management
Shared IT Services
NetworkInfrastructure OperationsSecurity
Content
Production
Content
Distribution
Content
Storage
Content
Consumption

17. Processing &
Management
Content
Production
Content
Distribution
Content
Storage
Content
Consumption

18. Your Existing Physical Requirements
HD-SDI
Satellite transmission
Local SAN
HW transcoder

19. Your OTT Approach
FTP / Accelerator
Large NAS
DAM / Workflow System

20. Storage and Ingest — Serverless
S3 Ingest
Content
provider
AWS Import/ Export
Snowball

21. Storage and Ingest — Serverless
AWS Import/ Export
Snowball
S3 Ingest
Lifecycle
policies
S3 bucket
Amazon Glacier
Content
provider
Lifecycle
policies
S3 IA

22. Storage and Ingest — Serverless
S3 Ingest
S3
notification
AWS Lambda
Lifecycle
policies
S3 bucket
Amazon Glacier
Content
provider
Lifecycle
policies
S3 IA
AWS Import/ Export
Snowball

23. Storage and Ingest — Serverless
S3 Ingest
S3
notification
AWS Lambda
Metadata
extract & persist
Amazon
DynamoDB
Amazon
CloudSearch
DAM catalog
S3 bucket
Amazon Glacier
Content
provider
Lifecycle
policies
Lifecycle
policies
S3 IA
AWS Import/ Export
Snowball

24. Storage and Ingest — Serverless
S3 Ingest
For source, renditions, metadata sidecar files
S3
notification
Amazon Elastic
Transcoder
proxy / thumbnail
generation
AWS Lambda
Metadata
extract & persist
Amazon
DynamoDB
Amazon
CloudSearch
DAM catalog
S3 bucket
Amazon Glacier
Content
provider
Lifecycle
policies
Lifecycle
policies
S3 IA
AWS Import/ Export
Snowball

25. Storage and Ingest — Serverless
S3 Ingest
For source, renditions, metadata sidecar files
API Gateway
DAM
web service
CloudFront
distribution
S3
notification
AWS Lambda
Metadata
extract & persist
Amazon
DynamoDB
Amazon
CloudSearch
DAM catalog
AWS Lambda
S3 bucket
Amazon Glacier
Content
provider
Lifecycle
policies
Lifecycle
policies
S3 IA
AWS Import/ Export
Snowball
Amazon Elastic
Transcoder
proxy / thumbnail
generation

26. Processing &
Management
Content
Production
Content
Distribution
Content
Storage
Content
Consumption

27. Encoding, Packaging, Encrypting
Challenges
Multiple client devices
Higher quality content
Parallel, complex workflow
Uneven load distribution

28. Content Processing Pipeline (Using Lambda)
AWS Import/ Export
Snowball
S3 Ingest
Ingest

29. Content Processing Pipeline (Using Lambda)
S3 Ingest
S3 notification
Ingest
AWS Import/ Export
Snowball

30. Content Processing Pipeline (Using Lambda)
S3 Ingest
S3 as backend storage for content files accessible
to other processing tasks
Amazon Elastic
Transcoder
S3 notification
Trigger a Lambda
function to start a
transcoding job
Ingest
AWS Import/ Export
Snowball

31. Content Processing Pipeline (Using Lambda)
S3 Ingest
S3 as backend storage for content files accessible
to other processing tasks
Amazon Elastic
Transcoder
S3 notification
Trigger a Lambda
function to start a
transcoding job
Ingest
S3 notification
AWS Import/ Export
Snowball

32. Content Processing Pipeline (Using Lambda)
S3 Ingest
S3 as backend storage for content files accessible
to other processing tasks
Amazon Elastic
Transcoder
S3 notification
Trigger a Lambda
function to start a
transcoding job
Ingest
S3 notification
Lambda function to
process metadata
Update CMS or
metadata
AWS Import/ Export
Snowball

33. Content Processing Pipeline (Using Lambda)
S3 Ingest
S3 as backend storage for content files accessible
to other processing tasks
Amazon Elastic
Transcoder
S3 notification
Trigger a Lambda
function to restart a
transcoding job
Ingest
S3 notification
Lambda function to
extract metadata
Update CMS or
metadata
API Gateway
Content
editor
AWS Import/ Export
Snowball

34. Processing &
Management
Content
Production
Content
Distribution
Content
Storage
Content
Consumption

35. Multi-CDN

36. CDN Selector
Build vs. buy
Excellent offerings on the
market
Metadata often tightly coupled
with platform, so tricky to use a
third party

37. CDN Selection Methods
DNS-based
Geo / latency / intelligent routing at DNS level
Asset sharding
50% of assets on CDN A, 50% on CDN B
CDN-aware asset info service

38. CDN-aware Asset Info Service
AWS Elastic
Beanstalk
Content
consumer
CDN
Authentication
Authorisation
Asset info
request

39. CDN-aware Asset Info Service
> GET /asset/31337 HTTP/1.1
< assetUrl: "http://cdn-a.alexjs.im/vod/31337.m3u8"
< adProvider: "alexjsAds"
< countryCode: "[im, sg, id, tw, cn, hk]"

40. CDN-aware Asset Info Service
S3 Ingest
Ingest
Amazon
DynamoDB
Asset information storage
Media processing
Amazon Elastic
Transcoder
Processing

41. CDN-aware Asset Info Service
S3 Ingest
Ingest
AWS Elastic
Beanstalk
Content
consumer
Amazon
DynamoDB
Asset information storage
Media processing
Amazon Elastic
Transcoder
Processing
Authentication
Authorisation
Asset info
request

42. CDN-aware Asset Info Service
S3 IngestAuthoritative Source – for multi-CDN
Ingest
AWS Elastic
Beanstalk
Content
consumer
CDN
Amazon
DynamoDB
Asset information storage
Media processing
Amazon Elastic
Transcoder
Processing
Authentication
Authorisation
Asset info
request

43. S3 IngestAuthoritative Source – for multi-CDN
Ingest
API
Gateway
Content
consumer
CDN
Amazon
DynamoDB
Asset information storage
Media processing
Amazon Elastic
Transcoder
Processing
Authentication
Authorisation
CDN-aware Asset Info Service
Perfect for microservices – and for serverless computing
Lambda

44. Processing &
Management
Content
Production
Content
Distribution
Content
Storage
Content
Consumption

45. Concurrency Management (and
More)

46. Concurrency
Problem
Studio mandate on stream
concurrency
Cross-account sharing
Approach
Player heartbeat
Subscription-based thresholds

47. Subscriber Concurrency Management
Heartbeat sent from every
player at regular intervals
Supports both native and
web-based players
Amazon
Kinesis
Client player
& mobile
apps
Lambda

48. Subscriber Concurrency Management
{
assetId: "d6f9fe" // Programme ID
userId: "33114220875dc" // Token / UID
timeStamp: "T00:00:05" // Progress
deviceId: "93d2d4fef95cb" // Fingerprint
deviceType: "Amazon Fire" // From API
}
(Pseudo JSON)
Amazon
Kinesis
Client Player
& Mobile
Apps
Lambda

49. Subscriber Concurrency Management
Heartbeat received by Amazon
Kinesis
Data fed into Amazon
DynamoDB
DRM licence server reads
Amazon DynamoDB table
Decision made
Amazon
Kinesis
Client player
& mobile
apps
Lambda
EC2
Licence check
Subscriber management
DynamoDB

50. Subscriber Concurrency Management
Amazon
Kinesis
Client player
& mobile
apps
Lambda
Track drop-off
Highlight popular content
Feed back into content
developmentDynamoDB Amazon Redshift

51. Subscriber Concurrency Management
Amazon
Kinesis
Client player
& mobile
apps
Subscriber management
Lambda
Data warehouse
DynamoDB Amazon Redshift
Amazon MLAd server
Syndicate data to Ads
Providers
Drive recommendations from
usage

52. Subscriber Concurrency Management
Amazon
Kinesis
Client player
& mobile
apps
Subscriber Management
Lambda
Cross-device
Play / pause / resume
No servers needed
Client-side “stop” can be
enabled, too (non-DRM based)
Data Warehouse
DynamoDB Amazon Redshift
Lambda
API Gateway

53. ”
“ • Startup wanted a fast, scalable cloud platform to launch
new business in multiple Southeast Asian markets
• Uses range of AWS services to deliver and update
products and conduct analytics on customer usage
• Launched company in five months with just 30
developers
• Grew to 450,000 customers in first five months
• Ballooned to over 1 million paying users by their
seventh month
Startup iFlix Gains 1m Customers in Seven Months Using AWS
iFlix provides online movies and television shows to
customers in Southeast Asia. It is based in Kuala
Lumpur, Malaysia.
Ash Crick
Chief Technology Officer
”
“With AWS, we don’t have to worry
about infrastructure software and
hardware. Instead we can focus on
creating new features and getting
them to customers as fast as
possible.

54. Summary
Processing &
Management
Content
Production
Content
Distribution
Content
Storage
Content
Consumption
Serverless by default
Take advantage of the flexibility of Cloud
Reuse data for good