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Livestreaming, what’s in it for us?
Technology
has advanced significantly since the first internet livestream but we
still turn to video for almost everything. Let’s take a brief look at
why livestreaming has been held back so far, and what tech innovations
will propel livestreaming to the forefront of internet culture. Right
now livestreaming is limited to just a few applications for mass public
use and the rest are targeted towards businesses. Livestreaming is to
today what home computers were in the early 1980s. The world of
livestreaming is waiting for a metaphorical VIC-20, a very popular
product that will make live streaming as popular as video through
iterations and competition.
download
files or search for hours for the right clip. Allegedly inspired by the
site “Hot or Not”, YouTube originally began as a dating site (think 80s
video dating), but without a large ingress of dating videos, they opted
to accept any video submission. And as we all know, that fateful
decision changed all of our lives forever. Because of YouTube, the world
that YouTube was born in no longer exists. The ability to share videos
on the scale permitted by YouTube has brought us closer to the “global
village” than I’d wager anyone thought realistically possible. And now
with technologies like Starlink, we are moving closer and closer to that
eventuality. Although the shared video will never become a legacy
technology, before long it will truly have to share the stage with its
sibling, livestreaming. Although livestreaming is over 20 years old, it
hasn’t gained the incredible worldwide adoption YouTube has. This is
largely due to infrastructure issues such as latency, quality, and cost.
Latency is a priority when it comes to livestreams.
Latency
is the time it takes for a video to be captured and point a, and viewed
at point b. In livestreaming this is done through an encoder-decoder
function. Video and audio are captured and turned into code, the code
specifies which colours display, when, for how long, and how bright. The
code is then sent to the destination, such as a streaming site, where
it is decoded into colours and audio again and then displayed on a
device like a cell phone. The delay between the image being captured,
the code being generated, transmitted, decoded, and played is
consistently decreasing. It is now possible to stream content reliably
with less than 3 seconds of latency. Sub-second latency is also common
and within the next 20 or so years we may witness the last cable
broadcast (or perhaps cable will be relegated to the niche market of CB
radios, landlines, and AM transmissions).
On average, the latency
associated with a cable broadcast is about 6 seconds. This is mainly due
to limitations on broadcasts coming from the FCC or another similar
organization in the interests of censorship. In terms of real-life,
however, a 6 second delay on a broadcast is not that big of a deal. In
all honesty a few hours’ delay wouldn’t spell the doom of mankind. But
for certain types of broadcasts such as election results or sporting
events, latency must be kept at a minimum to maximize the viability of
the broadcast.
Sensitive Content is Hard to Monitor
Advances in AI
technologies like computer vision have changed the landscape of
internet broadcasting. Before too long, algorithms will be better able
to prevent sensitive and inappropriate content from being broadcast
across the internet on livestreaming platforms. Due to the sheer volume
of streams it is much harder to monitor and contain internet broadcasts
than it is cable, but we are very near a point where the ability to
reliably detect and interrupt inappropriate broadcasts instantaneously.
Currently, the majority of content is monitored by humans. And as we’ve
learned over the last 50 or so years, computers and machines are much
more reliable and consistent than humans could ever be. Everything is
moving to an automated space and content moderation is not far behind.
We simply don’t have the human resources to monitor every livestream,
but with AI we won’t need it.
Video Quality
In
the last decade we have seen video quality move from 720p to 1080p to
4K and beyond. I can personally remember a time when 480p was standard
and 720p was considered a luxury reserved for only the most well funded
YouTube videos. But times have changed and people expect video quality
of at least 720p. Live streaming has always had issues meeting the
demands of video quality. When watching streams on platforms like
Twitch, the video can cut out, lag, drop in quality, and stutter all
within about 45 seconds. Of course this isn’t as rampant now as it once
was, however, sudden drops in quality will likely be a thorn in the side
of live streams for years to come.
Internet Speeds
Perhaps the
most common issue one needs to tackle when watching a live stream is
their internet speed. Drops in video quality and connection are often
due to the quality of the internet connection between the streamer and
the viewer. Depending on the location of the parties involved, their
distance from the server, and allocated connection speed the stream may
experience some errors. And that’s just annoying. Here is a list of the
recommended connection speeds for 3 of the most popular streaming
applications:
Facebook Live recommends a max bit rate of 4,000 kbps, plus a max audio bit rate of 128 kbps.
YouTube Live recommends a range between 1,500 and 4,000 kbps for video, plus 128 kbps for audio.
Twitch recommends a range between 2,500 and 4,000 kbps for video, plus up to 160 kbps for audio.
Live
streams are typically available for those of us with good internet.
Every day more people are enjoying high quality speeds provided by fibre
optic lines, but it will be a while until these lines can truly
penetrate rural and less populated areas. Perhaps when that day comes we
will see an upsurge of streaming coming from these areas.
Language Barrier
You
can pause and rewind a video if you didn’t understand or hear
something, and many video sharing platforms provide the option for
subtitles. But you don’t really get that with a live stream. Pausing and
rewinding an ongoing stream defeats the purpose of watching a stream.
However, the day is soon approaching where we will be able to watch
streams, in our own native language with subtitles, even if the streamer
speaks something else. Microsoft Azure’s Cognitive Speech Services can
give livestreaming platforms an edge in the future as it allows for
speech to be automatically translated from language to language. The
ability to watch a livestream in real time, with the added benefit of
accurate subtitles in one’s own language, will also assist language
learners in deciphering spontaneous speech.
Monetization
One of
the most damning features of a live stream is the inherent difficulty in
monetizing it. As mentioned before, videos can be paused and ads
inserted. In videos, sponsored segments can be bought where the creators
of the video read lines provided to them. Ads can run before videos
etc. But in the case of a spontaneous live stream sponsored content will
stick out. In the case of platforms like YouTube there are ways around
ads. Ad blockers, the skip ad button, the deplorable premium account,
and fast forwarding through sponsored segments all work together to
limit the insane amount of ads we see every day. But in the case of a
live stream, ads are a bit more difficult.
Live streaming platforms
could implement sponsored overlays and borders or a similar graphical
method of advertising, but the inclusion of screen shrinking add-ons
like that may cause issues on smaller devices where screen size is
already limited.
Monthly subscriptions are already the norm, but in
the case of a live streaming platform (Twitch Prime not withstanding),
it may be difficult for consumers to see the benefit in paying for a
service that is by nature unscheduled and unpredictable. Live streams
are great for quick entertainment, but as they can go on for hours at a
time, re-watching streamed content is inherently time consuming. For
this reason, many streamers cut their recorded streams down and upload
them to platforms like YouTube where they are monetized through a
partnership program. It is likely that for other streaming platforms to
really take off, they would need to partner with a larger company and
offer services similar to Amazon and Twitch.
What Might the Future of Livestreaming Look Like?
It
is difficult to say, as it is with any speculation about the future.
Technologies change and advance beyond the scope of our imaginations
virtually every decade. But one thing that is almost a certainty is the
continued advancement in our communications infrastructure. Fibre optic
lines are being run to smaller towns and cities. Services like Google
Fiber, which is now only available at 1 gigabit per second, have shown
the current capabilities of our internet infrastructure. As services
like this expand we can expect to see a large increase in the number of
users seeking streams as the service they expect to interact with will
be more stable than it currently is now. Livestreaming, at the moment,
is used frequently by gamers and Esports and hasn’t yet seen the mass
commercial expansion that is coming.
The future of live streaming is
on its way. For clues for how it may be in North America we can look to
Asia (taobao). Currently, livestreaming is quite popular in the East in
terms of a phenomenon that hasn’t quite taken hold on us Westerners,
Live Commerce. With retail stores closing left and right, we can’t
expect Amazon to pick up all of the slack (as much as I’m sure they
would like to). Live streaming affords entrepreneurs and retailers a new
opportunity for sales and growth.
Live streaming isn’t the way of
the future, video will never die, but the two will co-exist and be used
for different purposes, as they are now. Live streaming can bring
serious benefits to education as well by offering classrooms guest
lessons and tutorials by leading professionals. Live streaming is more
beneficial for education than video as it allows students to interact
with guest teachers in real-time.
The live streaming market is waiting to be tapped. …

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