Adobe Primetime’s Commitment to HTML5

Adobe Prime­time has emerged as the lead­ing global mul­ti­screen over-the-top (OTT) plat­form, pow­er­ing con­tent deliv­ery, mon­e­ti­za­tion and per­son­al­iza­tion for live, lin­ear and on-demand TV expe­ri­ences. Since launch­ing in 2013, Prime­time has been adopted by major media com­pa­nies world­wide, includ­ing Chan­nel 5, Com­cast, HBO, M6, NBC Sports, RTL Group, Show­time, Sony Crackle, Starz Ara­bia, Time Warner Cable, and Turner Broad­cast­ing, and helped power major events such as the Sochi Win­ter Olympics for NBC Sports.

Our cus­tomer com­mit­ment to pro­vid­ing the high­est qual­ity, most reli­able con­tent view­ing expe­ri­ence across plat­forms is para­mount, which is why Adobe is fur­ther advanc­ing its sup­port for HTML5. As a plat­form-agnos­tic solu­tion, Prime­time sup­ports HTML5 con­tent deliv­ery across desk­tops, mobile web browsers (iOS, Android) and con­nected devices for secure, pro­tected play­back – extend­ing both reach and mon­e­ti­za­tion capa­bil­i­ties.

Adobe Prime­time & HTML5 for OTT Tele­vi­sion and Film

As we announced at IBC in Sep­tem­ber, Adobe Prime­time sup­ports the deploy­ment of live, lin­ear and on-demand OTT expe­ri­ences to HTML5 envi­ron­ments across screens. Our TVSDK for HTML5 applies Adobe’s exper­tise in video solu­tions to the open HTML5 stan­dard.

TVSDK for HTML5 is a soft­ware devel­op­ment kit for Prime­time cus­tomers that want to deploy pre­mium video expe­ri­ences to HTML5 envi­ron­ments across screens. With TVSDK for HTML5, Adobe has applied its video solu­tions exper­tise to the open HTML5 stan­dard, which enables engag­ing video expe­ri­ences on mobile devices. In turn, top media com­pa­nies can deliver more of what peo­ple want on the mobile web and increase the viewer’s time spent on their mobile web­sites. TVSDK for HTML5 also works with HTML5-com­pli­ant desk­top browsers and OTT devices to offer com­ple­men­tary view­ing expe­ri­ences.

There are sev­eral advan­tages to lever­ag­ing Adobe’s sup­port for HTML5:

  1. Work­flow effi­ciency – TVSDK for HTML5 sup­ports all the same great work­flows that are part of Adobe Prime­time.
  2. Most exten­sive reach – Prime­time cus­tomers still get TVSDK 2.0 as a fall­back solu­tion where HTML5 is not sup­ported. By lever­ag­ing TVSDK 2.0 and TVSDK for HTML5, Prime­time cus­tomers can achieve the great­est pos­si­ble reach across screens avail­able any­where.

Adobe Prime­time is max­i­miz­ing the poten­tial reach of video dis­tri­b­u­tion. Cur­rently, 51% of active mobile/tablet browsers and 52.5% of active desk­top browsers in use today sup­port pre­mium video via HTML5 (Source: Net­Mar­ket­Share, Oct. 2015). Primetime’s HTML5 sup­port in con­junc­tion with other stan­dards cov­ers almost all active mobile/tablet and desk­top browsers.

Adobe Prime­time & Flash Player Sup­port

The Adobe Prime­time TVSDK is built on a mul­ti­threaded pre­mium video engine inte­grated with Adobe Flash Player, with native sup­port for HTTP Live Stream­ing (HLS) and full GPU sup­port for hard­ware decod­ing and ren­der­ing. The Flash failover for TVSDK for HTML5 lever­ages this same engine that is only avail­able to Prime­time cus­tomers and part­ners.

HLS sup­port built by third-par­ties on Adobe Flash Player’s Net­Stream API needs to be devel­oped in Action­Script (AS) and is lim­ited to a sin­gle-threaded AS exe­cu­tion envi­ron­ment, which is shared by the app’s dis­play ren­der­ing and AS Vir­tual Machine. This can result in per­for­mance lim­i­ta­tions, specif­i­cally with higher bit-rate and higher res­o­lu­tion pre­mium video con­tent.

How­ever, the Adobe Prime­time TVSDK stack runs natively, lever­ag­ing a mul­ti­threaded archi­tec­ture that is opti­mized for each desk­top platform’s hard­ware accel­er­a­tion capa­bil­i­ties, which enables higher qual­ity video play­back and accel­er­ated per­for­mance. It is also the same cross-plat­form stack that is avail­able on other TVSDK-sup­ported mobile and OTT plat­forms, pro­vid­ing the same con­sis­tent set of fea­tures, behav­iors and APIs for ease of devel­op­ment.

TVSDK for HTML5 Sup­ports Two Main Use Cases

There are two main ways that Adobe Prime­time cus­tomers can use TVSDK for HTML5. Some media com­pa­nies may use it to deliver pro­tected streams with full encryp­tion and con­tent pro­tec­tion, while oth­ers may use it to deliver unen­crypted HLS or Advanced Encryp­tion Stan­dard (AES128) streams.

  • Dig­i­tal Rights Man­age­ment (DRM) Pro­tected Stream­ing – The Prime­time TVSDK for HTML5 allows for pro­tected stream­ing with sup­port for the native con­tent pro­tec­tion stacks on each browser: 
    • Access on Fire­fox,
    • PlayReady on Inter­net Explorer/Edge
    • Widevine on Chrome
    • Fair­Play on Safari

The TVSDK for HTML5 will load in the cor­rect Con­tent Decryp­tion Mod­ule (CDM) based on the tar­get browser, and request the cor­rect stream; HLS streams for Safari and MPEG DASH streams for Fire­fox, Inter­net Explorer/Edge, and Chrome. The TVSDK 2.0 can then be used as a fall­back solu­tion for browsers that don’t sup­port HTML5 Media Source Exten­sions (MSE)/Encrypted Media Exten­sions (EME), includ­ing older ver­sions of Fire­fox, Chrome, Inter­net Explorer/Edge and Safari on the desk­top.

  • Non-DRM pro­tected stream­ing – The Prime­time TVSDK for HTML5 also allows for the play­back of AES128 or unen­crypted HLS streams across all MSE-enabled browsers. Just like in the pro­tected stream­ing case, TVSDK can be used as a fall­back solu­tion for browsers that don’t sup­port MSE.

Regard­less of whether you are using the TVSDK for HTML5 to deliver pro­tected or unpro­tected streams, both deliv­ery mech­a­nisms are sup­ported across both desk­top and mobile web browsers and sup­port the same great fea­tures of the exist­ing TVSDK.

Adobe Prime­time is also excited to sup­port HTML5 through Encrypted Media Exten­sions (EME) and bring the advan­tage of greater reach for pro­tected video con­tent to our cus­tomers.

Adobe Prime­time uses a CDM to deliver pro­tected video con­tent to all EME-capa­ble, HTML5-com­pli­ant browsers. For the remain­ing mobile/tablet browsers that aren’t HTML5 MSE-com­pli­ant, Prime­time can sup­port native deploy­ments. For the remain­ing desk­top browsers, Adobe Prime­time defaults to using Adobe Access to play back DRM-pro­tected video.

The indus­try at large is look­ing for a con­sis­tent way to deliver pre­mium video expe­ri­ences across all view­ing plat­forms. HTML5 through EME pro­vides a generic spec­i­fi­ca­tion for browser man­u­fac­tur­ers to build APIs that allow pre­mium video expe­ri­ences to be deliv­ered in their browsers. Most con­sumer elec­tron­ics man­u­fac­tur­ers, tra­di­tional browser man­u­fac­tur­ers, and con­tent cre­ators are now work­ing towards HTML5 through EME as a stan­dard means of deliv­ery. For instance, both Chrome­cast and late model Sam­sung TVs now provide EME-capa­ble, HTML5-com­pli­ant browsers.

The Road Ahead

We’re excited for broad­cast­ers, pro­gram­mers and pay-TV providers to take advan­tage of the Prime­time TVSDK for HTML5 in order to build and deliver pre­mium video expe­ri­ences across IP-con­nected screens and ensure con­tent flows con­sis­tently across devices. HTML5 is one of the lead­ing open stan­dards across web and mobile plat­forms, build­ing on the capa­bil­i­ties that Adobe Flash Player orig­i­nally pio­neered. We will con­tinue to main­tain the com­pat­i­bil­ity of exist­ing Flash Player con­tent through Adobe Prime­time to sup­port our cus­tomers’ needs, while lever­ag­ing and advanc­ing HTML5 to bring the same capa­bil­i­ties and cov­er­age. Stay tuned for more updates and Prime­time devel­op­ments around HTML5 in 2016.

FacebookTwitterGoogle+PinterestEmailLinkedInRedditTumblrShare
Jeremy Helfand, Vice President of Video Solutions

About Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

Show Comments

Hide Comments

Leave a Reply

Your email address will not be published. Required fields are marked *