UPDATE: Amazon Web Services (AWS) has just launched a groundbreaking AI-powered tool designed to revolutionize how media companies produce vertical video content. Announced on July 25, 2023, the new service, named AWS Elemental Inference, allows TV networks and Hollywood studios to convert live and on-demand video into vertical formats in real-time, ensuring minimal latency of just 6 to 10 seconds.
This innovative technology aims to help entertainment giants like Fox Sports and NBCUniversal compete against platforms like TikTok and Instagram, where vertical video dominates. By enabling live vertical streaming of events, AWS positions these companies to capture audience engagement like never before.
Why This Matters NOW: With increasing consumption of digital media on mobile devices, the need for vertical content is at an all-time high. Fox Sports reports that nearly 90 percent of its digital content is consumed vertically, reflecting a critical shift in viewer preferences. Regina Rossi, head of product for AWS Media Services, stated, “By processing content during encoding rather than post-production, broadcasters can publish social-optimized clips and highlights while live events are still in progress—turning speed into a competitive advantage for audience engagement.”
The technology utilizes advanced models for video processing, including saliency mapping and object tracking, which intelligently adjusts vertical placements to keep key subjects in frame. This means athletes will remain centered during plays, and interview subjects will stay visible, enhancing the overall viewer experience.
As major streaming platforms like Netflix and ESPN explore vertical video options, AWS seeks to simplify this complex transformation process, particularly for live programming. The goal is to deliver more vertical video content to consumers in real-time, targeting audiences who are frequently on the go.
“Automatic vertical conversion is essential because the vast majority of Fox Sports Digital’s audience consumes content on mobile,” said Ricardo Perez-Selsky, senior director of digital production operations for Fox Sports. He emphasized that leveraging AWS technology allows them to reformat live action into optimized vertical highlights almost instantly, dramatically speeding up content delivery.
The implications of AWS Elemental Inference extend beyond immediate engagement. By facilitating the rapid creation of vertical clips for social media platforms, Fox Sports can capitalize on viral moments as they happen. This not only enhances content discovery but also meets the growing expectation for a more mobile-friendly viewing experience.
Looking ahead, AWS’s new technology could redefine how sports and entertainment are consumed, enabling a faster and more personalized highlight engine that connects fans to their favorite events regardless of where they are watching.
Stay tuned for further updates as this story develops and as entertainment giants leverage this cutting-edge technology to reshape their digital strategies.