The foundation of the big video industry in the new era, what has Video Cloud Creation changed?

video should not be regarded as a separate industry, just like cloud computing should not be regarded as a separate industry, they will penetrate into various industries and scenes . At the Imagine Alibaba Cloud Video Cloud Panorama Innovation Summit in 2021.7.10, Xu Fanlei, deputy general manager of iResearch Institute, gave a keynote speech "Insights into the New Scenes of Video on the Cloud", starting from the supply and demand of the video cloud industry chain , Go deep into the industry and the market, explore the imagination of new scenes and emerging fields on the cloud, and look farther, looking at the technological extremes and new experiences of the video cloud in the future. The following content is organized for the speech.

Video cloud, this is not an independent industry
It penetrates thousands of lines and creates and changes everything.

Big video industry

At this stage, what kind of concept is the video

Let's first look at a set of numbers. In the past few years, rich media represented by video has demonstrated a very rapid development process in all Internet fields or new technological development fields.

From a numerical point of view, its growth rate is faster than you feel. The overall value of the Internet is the value of traffic. The traffic from the mobile terminal is how many devices it covers every month and every week.

And the overall device coverage, from 1.1 billion in January 2018 to nearly 1.4 billion reading devices per month to 1.394 billion in January this year, the growth is relatively moderate, but from the perspective of usage time, in just 3 years, The time people spend on video segmentation products has changed from billion minutes .

At this stage, the evaluation value of the Internet is no longer evaluated by the number of devices, but by the amount of time users spend. The dividends of the Internet in various fields seem to be exhausted or in the process of reducing. We cannot deny that the entire video-related field is in There was still a very large dividend in the past year, and this dividend will continue.

In April 2021, the total monthly effective usage time ratio of video service apps showed some characteristics. At this stage, short videos accounted for more than 50% of the usage time of video apps. The high proportion of short videos reflects demand-side video consumption. It tends to fragment time and high frequency use.

Another point to pay attention to is many-to-many transmission. The original video distribution is centralized, and there may be few professional content producers. At the same time, it is necessary to distribute the produced content to all users, but now with short videos and With the emergence of new media, video creators have become more generalized. video production has shifted from PGC to UGC. In the future . This is a video industry that needs special attention in the current and next stages of development. point.

Another point, in the entire video development process, at this stage and for some time in the future, is 16131e41eb3331 rapidly promoting the development of the video industry?

HD , if you want to enhance the sense of interaction, immersion, and realism of the video, HD is the point that cannot be avoided in any case, whether it is the industry or policy, in the entire video industry, the future high-definition 4K and 8K video applications, Both can give a greater impetus to the development of the industry.

In addition, all video applications are now based on real-time audio and video technology , which requires real-time and low latency. In this case, we can see that video shines in education, social networking, information and other fields. In the future, video will gradually enter our financial services, medical, public utilities, etc., real-time audio and video is a necessary option for video applications in various industries .

From the perspective of dissemination, video is originally a carrier of information dissemination. Information dissemination is classified into multiple categories, point-to-point dissemination, or point-to-many, or many-to-many, and in another dimension, it is divided into delay and real-time , Delay is blogs, emails, etc. The information is delivered to the audience in the form of reorganization of recording and broadcasting.

We simply look at the whole which course of human history, the spread of information .

In the beginning, when humans had no words and no language, the interaction of information was the dancing of the body, roughly describing the information that needs to be expressed. Such interaction has many drawbacks. The first is that communication is prone to ambiguity and is physically exhausting. At that time, the requirements for manual labor were very high, and communication took a lot of time and physical energy. Therefore, the language that humans were born after, we can communicate and interact without occupying the hands and feet of the body.

Although language has solved a big problem, it still has the constraints of time and space, and the degree of summary is not enough. Word of mouth cannot solve the core problem of civilization inheritance. When a tribe or a civilization disappears due to accidental events, its entire accumulation, inheritance, and civilization value information will disappear. We all know that civilization needs to be inherited and continued, so each civilization invented its own words.

Later, characters were produced, and characters solved the problem of inheritance. The East and the West would produce different characters from different angles, such as hieroglyphs and alphabetic characters. In the thousands of years of human history, writing has solved the problems of human inheritance and information interaction. It is the greatest and most important invention in human history.

However, writing still has some drawbacks, and various writings are not interchangeable with each other and require learning costs. In the long history of ancient times, words belonged to only a part of the people, because words cannot be used by illiteracy or without learning. The speed of information transmission of words is relatively slow, and the richness of information carried is not enough. Therefore, in the course of the development of human civilization, the value that words bring to mankind cannot be ignored, but with the development of human productivity, the limitations of words are becoming greater and greater.

We said that when we watched TV in the 1980s and 1990s, in the PC era, we could use the player in the browser to see the video. At this stage, we are exposed to more and more frequent and deeper scenes of video.

The development of video is promoted from the demand side and the supply side in the whole process. first point on the demand side we think is the traffic sinking . The traffic sinking on the demand side is a topic often mentioned in recent years, because our users don’t like text so much. In many cases, the proportion of video and audio on the demand side is Very high, that is, only audio and video can capture the preferences of the majority of users.

In addition, the popularization of mobile terminals enables interactive communication in various places. We will not just stick to the slow typing in the PC. The scenarios and functions we can use will become more and more abundant and specific. In addition, the emergence of the epidemic has made people passively unable to work and study, and will also promote the use of videos.

On the supply side, such as speed increase and fee reduction, the continuous evolution of technologies including transmission and decoding are also the underlying power to promote the development of the video industry.

Based on these points, video still has its problems. Compared with text and other forms of communication, there are two most typical problems. First: the video is linear and can only be viewed linearly, although it can be fast-forwarded. One place, but it is impossible to see its information globally. Second, the modification of video content information is relatively slow compared to text, but I believe that these difficulties will not be a problem with the development of technology.

Based on the current industry situation, video should not be regarded as a separate industry, just like cloud computing should not be regarded as a separate industry. They are the underlying basic capabilities of the industry, constantly innovating, and comprehensively going to the cloud. , Innovations on the cloud, they will penetrate into various industries and scenarios. Video will become the basic capability of the industry and applications.

The foundation of the big video industry in the new era

First trip specific classification of cloud computing, cloud computing on the inside to see a larger scope, cloud computing itself is a manifestation of social division of labor , early division of time humans have some of the production capacity of the division of labor, food, beginning with The barter exchange has a very small radius, and the subsequent emergence of transportation and logistics within a larger transportation radius, such as trains and ocean freighters, has led to more and more specific human social divisions.

However, the division of labor was very difficult at that time. In the early years, moving and housekeeping services were all localized companies around. It was difficult for services to be globalized due to productivity constraints. Except for high-value and high-end services, it was difficult for services to be globalized. But after the birth of the Internet, the emergence of online services and cloud services based on bit-based division of labor (value program/digitalization) helped the Internet quickly penetrate into multiple industries and solved many problems in multiple industries.

Cloud computing needs to be discussed from the perspective of social division of labor.

Based on the premise of social division of labor, I want to discuss a few points.

First, the social division of labor in large projects in history has been irreversible after the start of the social division of labor. Therefore, cloud services have developed rapidly in the past period and penetrated into various industries. In the future, the status quo will basically be maintained and there will be relatively high growth.

Second, all social divisions of labor have the same points, and cloud computing is also . In the early days, everyone solved more cost issues. The demand for cloud computing and cloud services is mostly the basic service capabilities of cloud computing, such as basic resources. , Storage, network, CDN, etc., but slowly with the growth of demand, more social division of labor needs is outsourcing, from cost requirements to functions or overall capabilities .

Everyone's eating is also a division of labor in society. At this stage, you will not eat because it is cheaper to eat out than cooking by yourself. What you pay more attention to is that he can bring you more and more delicious dishes. I can choose whatever you want. As far as the dishes I want to eat today, this kind of analogy means that the cloud service capabilities we call are now more additional functions that cloud services bless users, and the needs of the video industry are also like this.

Another point on the demand side is whether the video cloud can visualize the user's video capabilities or the user's products, and users can use cloud services to transmit and produce. For many industries with deep video transformation, we believe that the blessing of video capabilities has profoundly changed the pattern of the industry .

In the live broadcast e-commerce industry, the entire e-commerce body is changing. In the past, there were only a few large live broadcast e-commerce companies in the industry, but now many content platforms and even start-up companies use live video to occupy the central traffic position, and the anchor can be the center of the e-commerce. , It did not exist in the past.

In addition, in the field of online education, online education has been groping for many years and there is no way to realize the whole realization. Previous recording, broadcasting, learning and other different apps have not gained a large market share due to the problem of learning immersion. The emergence of live broadcasting has solved the problem of immersion. Students can have more interaction with teachers and solve the efficiency of online learning. The problem. With the emergence of live video, online education has finally found its realization logic in the past few years.

So in the process of video evolution and penetration in various industries, it is definitely not just products that change.

What are the demands of the industry on video capabilities?

The first is that capabilities are easy to be integrated, easy to call, and easy to measure.

The second is lower cost, more flexible expansion, more agile trial and error, and faster production.

Based on these premises, the video cloud has different solutions for video production, consumption, transmission, and processing, as well as different processes to support .

The video itself has been deeply served by cloud services, and many of the previous social division of labor can be handed over to others instead of doing it by yourself.

In addition, it greatly reduces the threshold for producing high-quality and valuable videos, which reflects that cloud services are extremely important for video blessing. Companies in more vertical fields can focus on the main business without spending Too much energy to deal with video matters, the threshold for producing high-quality video has been greatly reduced.

From the perspective of cloud computing's penetration logic for video itself, the purpose of video companies using cloud services is to solve the problem of transmission. Many CDN nodes are needed to ensure the transmission of video.

CDN2.0 takes cache as the main symbol, and now there are many deep learning to improve its efficiency and reduce its cost. In addition, distributed cloud and edge cloud put a lot of video transcoding including computing into the resources of edge computing, which further improves the efficiency of the entire transmission process and reduces the entire transmission cost.

In the video processing link, the earliest combination of video and cloud services is the earliest transmission. Because of the demands of users, the lowest cost and the lowest bandwidth are required.

The highest definition image quality is transmitted under the same bandwidth, and the lowest bandwidth is used under the same image quality. The processing process here needs to solve the problem of high-definition capacity, and more video processing is needed. Who will give this processing?

Cloud computing plays a big role in this, but in the process of processing, the current stage is definitely not limited to solving its overall bandwidth and cost issues, including multiple functions such as packaging format, overall encoding, and video processing. Modules are available to choose from, making video production faster.

In the whole process, the production process seems to be the most difficult to penetrate, but the emergence of AI has solved the problems in the three links of material collection, production, and review. The production speed and quality of video have been greatly improved. production link is a reflection of the greater value of the next stage of video cloud .

On the consumer side, in the past, cloud computing still had a barrier to consumers. After 2C Internet companies purchased cloud computing, they distributed its bandwidth to 2C consumers.

But at this stage in the process of cloud computing among consumers can confers more features , such as beauty, slimming and other consumer aspects of cloud computing is not a single assistant or software, it is more intelligent processing, this part of the The interaction of video and the improvement of intelligent mutual immersion will create greater value.

The other part of the consumption link is . When we have massive data and massive content, we are the first to distribute the content, and secondly, is it possible to do a good job of marketing and monetization while distributing the content, using various algorithms? Describing user portraits, so that videos can find users better and more accurately.

The new trend of cloud video

The video cloud itself is based on the Internet pan-entertainment, and will penetrate into a wider range of industries in the future, because these overall industries use more transmission or processing. While the video cloud continues to have different environmental capabilities, it is evolving in various industries. .

There are different video cloud solutions to choose from in the service scenario, which are divided into two categories, one is platform-level capable companies and service providers , the other is application-level capable companies and service providers , according to you You can choose from your own development capabilities and industry attributes. In fact, you can choose an industry-based, general-platform company in the process.

For cloud computing, we seem to regard it as a relatively very technical and very soft field. In fact, the video cloud will still pursue the ultimate technical at the technical level in the future. Although we see that it has a lot of value, it is technically advanced. Moving forward, we believe that it is far from reaching its mature stage, that is, it needs to solve its high-definition, real-time and interactive problems. In this process, it is definitely not the software that can be solved by a single link. We Often mentioned, such as software-defined networking, software-defined storage, software-defined hardware, etc.

How to achieve software defines everything basically requires us to cooperate with our hardware, regardless of routers, storage, more computing power and other links, the head cloud company we believe that the future cooperation with the hardware company and the corresponding software and hardware The collaboration will be more frequent.

The last point, low-code development will now be mentioned, so that many current video cloud or video practitioners can use to call our functions faster and more agile.

We all know that innovation is sometimes based on two characteristics, one is more links, and the second is lower cost of trial and error.

This is why in big data campuses, such as Silicon Valley or coffee shops, this kind of scene will cause many weak links to appear. You can make trial and error, but in this process how to improve the possibility of weak links and the possibility of trial and error ?

We believe that this form of cloud can do this well in various industries. We also look forward to the video cloud itself as a big base for the entire video industry or the entire big video industry.

The above is the full text of the speech.

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