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Personalized multiview livestreams — the ability to watch multiple video feeds on one screen — have become a popular and much-requested feature by customers, particularly for sports. Now AWS, Amazon’s cloud-services
division, is launching a new service that will let streamers deliver up to 10 feeds in a single personalized channel.
On Thursday, AWS took the wraps off new capabilities in its suite of video services: per-viewer dynamic multiview, AI-generated metadata generation to facilitate monetization opportunities based on what’s happening on screen, and automated backfill of unfilled ad inventory. AWS is showcasing the new capabilities at IBC 2026, running Sept. 11-14 in Amsterdam.
The new capabilities will make it possible to deliver “truly personalized live TV,” said Samira Bakhtiar, general manager of telco, media, entertainment, games and sports at AWS. “AWS helped build the streaming era. Now we’re helping to build the intelligence era. Every frame of live video is personalized and understood.”
The new AWS Elemental MediaPackage Dynamic Multiview lets viewers choose their own multi-camera layout from a single set of encoded sources, delivered to any device over standard HTTP Live Streaming (HLS) or Dynamic Adaptive Streaming over HTTP (DASH) — without per-layout encoding costs. The feature current allows up to 10 streams per channel; the AWS product team says they expect Dynamic Multiview to support 11 streams — or more — within the next six months.
India’s JioHotstar is already using the AWS multiview feature to present quad-view features for its coverage of Indian Premier League (IPL) cricket matches. “AWS Elemental MediaPackage Multiview lets us deliver multiple synchronized camera angles within a single stream, putting our subscribers in control of how they experience live sports,” Akash Saxena, CTO of JioHotstar, said in a statement. “The server-side composition approach scales this premium experience to over 100 million viewers without multiplying origin complexity or CDN costs, giving us a true differentiator in India’s competitive OTT landscape.”
AWS says that existing approaches to implementing multiview features have forced trade-offs. For example, tiled encoding limits reach to High Efficiency Video Coding (HEVC)-capable devices, while client-side compositing demands custom software development kits for each device. Server-side compositing requires pre-encoding every layout combination (each costing as much as a new channel).
By contrast, AWS MediaPackage Dynamic Multiview stitches multi-camera and multi-feed layouts on demand from encoded sources, delivered as a single adaptive bitrate stream through HLS or DASH. Sources encode one time through AWS Elemental MediaLive. Then, Elemental MediaPackage assembles layouts in the compressed domain with no reencoding. The output reaches more than 95% of consumer devices with a single digital rights management (DRM) key and requires no SDK, per-device builds, or new vendors, according to AWS.
Also being introduced by AWS is Elemental Inference Contextual Metadata, which uses AI to extract metadata from live video in real time. That can then be used to power personalized video experiences and contextual ad decisioning.
In addition, the AWS Elemental MediaTailor Yield Optimization capability provides automated backfill of unfilled ad inventory using Amazon Publisher Services (APS) demand, aimed a maximizing ad revenue. The new suite of capabilities also includes AWS Elemental MediaTailor Low-Latency Ad Insertion, which provides personalized ad insertion to low-latency streams using Apple’s HLS interstitials.
According to AWS, its cloud services are used by streaming services to nearly 2 billion customers worldwide. Media companies that use AWS include Fox, Amazon MGM Studios, Disney, HBO, NBCUniversal, Sony and Netflix.
Amazon in 2015 bought Elemental Technologies, a video-encoding and content delivery technology company, for a reported $500 million in cash.
