What's Happening?
Amazon Web Services (AWS) has launched AWS Elemental Inference, a new AI-powered technology designed to help TV networks and Hollywood studios compete in the vertical video space. This service allows for the real-time transformation of live and on-demand
video into vertical formats, facilitating live vertical streaming of sports, news, and other programming with minimal latency. The technology is expected to be used by media companies to stream on social platforms like TikTok and Instagram, as well as to create vertical formats for their own streaming platforms. Fox Sports and NBCUniversal are among the first to adopt this technology. Regina Rossi, head of product for AWS Media Services, explains that the technology processes content during encoding rather than post-production, enabling broadcasters to publish social-optimized clips and highlights while live events are still in progress. This approach is intended to enhance audience engagement by providing a competitive advantage in speed.
Why It's Important?
The introduction of AWS Elemental Inference is significant as it addresses the growing demand for vertical video content, which is increasingly consumed on mobile devices. This technology allows media companies to reach audiences on platforms where vertical video is dominant, such as TikTok and Instagram. By enabling real-time conversion of live content into vertical formats, AWS is providing broadcasters with a tool to enhance their digital presence and engage with viewers more effectively. This development is particularly important for sports broadcasters like Fox Sports, which reports that nearly 90% of its digital content is consumed vertically. The ability to automatically reformat live action into optimized vertical highlights in near real-time allows broadcasters to scale premium content across various platforms without sacrificing quality.
What's Next?
As AWS Elemental Inference gains traction, more media companies are likely to adopt the technology to enhance their vertical video offerings. This could lead to increased competition among streaming platforms and social media networks as they strive to capture the attention of mobile-first audiences. The technology's ability to provide real-time vertical video conversion may also influence content creation strategies, encouraging broadcasters to produce more mobile-friendly content. Additionally, the success of this technology could prompt further innovations in AI-powered video processing, potentially leading to new applications and services in the media industry.
