Netflix is currently implementing a massive change to its streaming technology – one of the biggest since its 2007 launch – and it’s expected to deliver some great benefits to subscribers to the online video service.
Since 2011, Netflix has been experimenting with new technology that will stream content for viewers using up to 20% less data but still retaining the same – if not better – picture quality.
Originally, Netflix was delivering content to subscribers based on their available bandwidth. So multiple versions of the one title would be prepared in order to cater to those with the slowest DSL connections right through to those with impressive fiber speeds.
As reported in Variety:
“At the lowest end was a file encoded with a bitrate of 235 kbps, which would work even on very slow connections, but also only deliver a resolution of 320 by 240 pixels. Somewhere in the middle was a 1750 kbps file for a resolution of 1280 by 720, and the best quality was a 5800 kbps version for a great-looking 1080p experience.”
However, Netflix’s video algorithms team soon realised that applying the same picture quality to every title was folly. As team manager, Anne Aarons, explained, “You shouldn’t allocate the same amount of bits for ‘My Little Pony’ as for ‘The Avengers.”
Why? Because animation can typically be reproduced with a lot less data than an action film. Visually, the film is a lot more complex to encode. So by re-encoding a visually simple video like My Little Pony using a bitrate of only 1.5 Mbps, the subscriber saves data whilst still enjoying full HD quality (1080p resolution). This is an excellent outcome for those customers with slower internet connections.
To make this a reality, the company have undertaken the enormous task of applying new encoding to every title in their catalogue – and tailoring that encoding to each individual title. Enjoying better picture quality and saving on data use at the same time makes the future of video streaming with Netflix all the more attractive for subscribers.
The 20% bandwidth savings has an additional benefit to Netflix itself who has come under fire for the huge amount of internet traffic it generates during peak times. And the company’s plans to expand into countries with slower internet connections will no doubt be strengthened by the ability to deliver better picture quality at slower speeds.
In addition to the silent testing Netflix has been doing on this new encoding (randomly selected customers have been receiving streams with the improvements), the company have also challenged employees to spot the difference. On two side by side TVs, employees watched the same TV show episode – one from the existing service and one with the bandwidth-saving technology. If they could detect a difference, there was a bottle of champagne with their name on it. No-one could do it.
Naturally, re-encoding the entire Netflix catalogue is a huge undertaking and not possible for humans alone which is why an automated system was developed with the help of researchers at the University of Southern California, the University of Nantes and the UT Austin. Netflix is confident the system can deliver optimal viewing results for each and every title. Only time - and the discerning viewer - will tell if this is true.
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Angie Maddison is a contributor for Streambly. You can follow Angie on Twitter.
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