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Twyla Plack
I pulled this chapter together from dozens of sources that were at times somewhat contradictory. Facts on the ground change over time and depend who is telling the story and what audience they're addressing. I tried to create as coherent a narrative as I could. If there are any errors I'd be more than happy to fix them. Keep in mind this article is not a technical deep dive. It's a big picture type article. For example, I don't mention the word microservice even once :-)
Given our discussion in the What is Cloud Computing? chapter, you might expect Netflix to serve video using AWS. Press play in a Netflix application and video stored in S3 would be streamed from S3, over the internet, directly to your device.
Another relevant factoid is Netflix is subscription based. Members pay Netflix monthly and can cancel at any time. When you press play to chill on Netflix, it had better work. Unhappy members unsubscribe.
The client is the user interface on any device used to browse and play Netflix videos. It could be an app on your iPhone, a website on your desktop computer, or even an app on your Smart TV. Netflix controls each and every client for each and every device.
Everything that happens before you hit play happens in the backend, which runs in AWS. That includes things like preparing all new incoming video and handling requests from all apps, websites, TVs, and other devices.
In 2007 Netflix introduced their streaming video-on-demand service that allowed subscribers to stream television series and films via the Netflix website on personal computers, or the Netflix software on a variety of supported platforms, including smartphones and tablets, digital media players, video game consoles, and smart TVs.
Netflix succeeded. Netflix certainly executed well, but they were late to the game, and that helped them. By 2007 the internet was fast enough and cheap enough to support streaming video services. That was never the case before. The addition of fast, low-cost mobile bandwidth and the introduction of powerful mobile devices like smart phones and tablets, has made it easier and cheaper for anyone to stream video at any time from anywhere. Timing is everything.
Building out a datacenter is a lot of work. Ordering equipment takes a long time. Installing and getting all the equipment working takes a long time. And as soon they got everything working they would run out of capacity, and the whole process had to start over again.
The long lead times for equipment forced Netflix to adopt what is known as a vertical scaling strategy. Netflix made big programs that ran on big computers. This approach is called building a monolith. One program did everything.
What Netflix was good at was delivering video to their members. Netflix would rather concentrate on getting better at delivering video rather than getting better at building datacenters. Building datacenters was not a competitive advantage for Netflix, delivering video is.
It took more than eight years for Netflix to complete the process of moving from their own datacenters to AWS. During that period Netflix grew its number of streaming customers eightfold. Netflix now runs on several hundred thousand EC2 instances.
The advantage of having three regions is that any one region can fail, and the other regions will step in handle all the members in the failed region. When a region fails, Netflix calls this evacuating a region.
The header image is meant to intrigue you, to draw you into selecting a video. The idea is the more compelling the header image, the more likely you are to watch a video. And the more videos you watch, the less likely you are to unsubscribe from Netflix.
The first thing Netflix does is spend a lot of time validating the video. It looks for digital artifacts, color changes, or missing frames that may have been caused by previous transcoding attempts or data transmission problems.
A pipeline is simply a series of steps data is put through to make it ready for use, much like an assembly line in a factory. More than 70 different pieces of software have a hand in creating every video.
The idea behind a CDN is simple: put video as close as possible to users by spreading computers throughout the world. When a user wants to watch a video, find the nearest computer with the video on it and stream to the device from there.
In 2007, when Netflix debuted its new streaming service, it had 36 million members in 50 countries, watching more than a billion hours of video each month, streaming multiple terabits of content per second.
At the same time, Netflix was also devoting a lot of effort into all the AWS services we talked about earlier. Netflix calls the services in AWS its control plane. Control plane is a telecommunications term identifying the part of the system that controls everything else. In your body, your brain is the control plane; it controls everything else.
In 2011, Netflix realized at its scale it needed a dedicated CDN solution to maximize network efficiency. Video distribution is a core competency for Netflix and could be a huge competitive advantage.
The number of OCAs on a site depends on how reliable Netflix wants the site to be, the amount of Netflix traffic (bandwidth) that is delivered from that site, and the percentage of traffic a site allows to be streamed.
Within a location, a popular video like House of Cards is copied to many different OCAs. The more popular a video, the more servers it will be copied to. Why? If there was only one copy of a very popular video, streaming the video to members would overwhelm the server. As they say, many hands make light work.
Right now, up to 100% of Netflix content is being served from within ISP networks. This reduces costs by relieving internet congestion for ISPs. At the same time, Netflix members experience a high-quality viewing experience. And network performance improves for everyone.
What may not be immediately obvious is that the OCAs are independent of each other. OCAs act as self-sufficient video-serving archipelagos. Members streaming from one OCA are not affected when other OCAs fail.
I am working on a project in which I am creating a video streaming web service. What I have created till now is a service that synchronously write video content into user stream. But, my web service doesn't work the same way Youtube/Netflix work.
I was just wondering how Youtube/Netflix stream videos. These websites don't directly send video content to users' browser. I was looking into networks tabs in developers options and saw that both of these websites make new requests to Web APIs with range header changed. Can anyone please tell me how this works exactly.
Because videos are large and users don't want to wait until the whole video has been downloaded to play it back, most clients are designed to start video playback as soon as there is enough of the video for the client to be able to decode and start playback.
Netflix was founded in 1997 by Reed Hastings and Marc Randolph as a DVD-by-mail service. The idea came after Hastings was charged a late fee for a movie rental. Customers could subscribe to receive DVDs by mail. The company later expanded to streaming and now has millions of subscribers.
The company at the time struggled with two fundamental problems in their business model. One was that because the DVD was sent via mail, it would take anything between one day to 4 days for the shipment to reach the subscriber. Even though people were likely to try Netflix, conversion to repeat rentals was low. Secondly, people would far more inclined to rent out the latest releases. For the company to break even on the cost of purchasing a DVD to rent-out, they would have to generate 15-20 rentals for each DVD.
Secondly, to enable maximum utilisation of their DVD content catalogue, the company created their movie recommendation system. Through Cinematch, Netflix would recommend shows for their subscribers to watch. The point for this was to alleviate pressure for DVD rentals away from new releases, to a more uniform renting out of their content library. This solution has over the years become considerably sophisticated, and drives how customers experience Netflix and how the company makes decisions when acquiring new content.
Netflix put further pressure on competition when they announced the launch of their streaming service in January 2007, as Watch Now. At the time the streaming service was expected to be of use only for power users with broadband internet connections, which were not all that common at the time. Users were required to have a 1 mbps internet connection to be able to stream movies, with a 3mbps connection required for streaming DVD-quality films. Subscribers under the $17.99 plan had access to 18 hours of streaming content. Video delivery was through a special browser applet that subscribers would have to install. By 2008 however Netflix had given access to unlimited video streaming for subscribers to its biggest plan .
Prioritising building a robust technical infrastructure has helped Netflix keep their first-mover advantage. Oftentimes the first-mover advantage is squandered by technology companies who have to make way for businesses that solve the problem more efficiently. Netflix, however, by relying on a solid content and technical team, has managed to keep its competitive advantage since the launch of its streaming video service.
As the company started working towards building a streaming video solution, they also started to develop solutions for streaming video through hardware platforms. In 2004/05 the company was considering working with contract manufacturers on DVD disc drives with a video processor, which could download video content over the internet, and then stream it on TV. This model was similar to TiVo, which enabled TV owners to record TV shows on a disc. This was however shelved as competition with Blockbuster intensified and Netflix had to put resources into engaging in a pricing war with the market leader.
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