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Mercado De Streaming De Video MERCADO DE STREAMING DE VIDEO Maria del Mar Mereles Motta [email protected] Octubre,2019 Resumen En los últimos años, las empresas de tecnología y de medios de comu- nicación han apostado por las características de las plataformas de vídeo bajo demanda, con el fin de innovar en los negocios y la industria audiovi- sual, creando una comunidad de usuarios que hacen uso de la visualización conectada para acceder a contenidos en múltiples pantallas cuando quie- ran y donde quieran. En este artículo se pretende analizar el mercado y la experiencia de consumo audiovisual, provocada por la apertura de nuevos canales de distribución online, tratando de entender los servicios de Vi- deo On Demand como una nueva plataforma de transimision de contenido visual. 1. Intoducción La producción y el consumo de música y video se ha transformado radi- calmente desde la llegada de Internet y la digitalización de los dispositivos de realización, distribución y recepción. Encontramos que la transformación apun- ta hacia el aumento de la cantidad y calidad de los contenidos, es decir, más diversidad de contenidos de entretenimiento y con mucha mejor calidad técnica y reproductibilidad. Actualmente, gracias a la revolución digital la distribución de contenido au- diovisual online es realizada por medio de la tecnología streaming, mas conocido como servicio de VoD (Video On Demand). Es posible acceder a contenidos ge- nerados no solo por los propios usuarios (como los youtubers) sino por la indus- tria cultural tradicional (series y películas). Ese acceso multipantalla ha llegado gracias a múltiples dispositivos como las tablets y los teléfonos móviles. Estas plataformas de distribución de videos en línea tratan de innovar en la estrategia de entrega de contenidos, tratando de llegar a un público cada vez mas remoto que intenta relacionarse con el contenido de una forma mas personaliza- da, libre de las ataduras de una programación predeterminada de emisoras de televisión convencionales. Por ello, las compañías tradicionales están tratando de adaptar sus ofertas a este nuevo ecosistema. El usuario puede ver el contenido al mismo tiempo que se descarga o esperar a que se descargue por completo. Este vídeo tiene las mismas funciones que si se viera a través de un reproductor de DVD: se puede parar la imagen, rebobinar o adelantarla. Lo cierto es que se ha producido un cambio en el consumo de televisión, sustituyéndose el gasto en la compra del soporte físico como el DVD por la suscripción a servicios de vídeo a la carta. Una de las fortalezas del vídeo en streaming, es que permite ver el contenido cuando y donde quieren los espectadores en múltiples dispositivos. Las redes sociales, la coexistencia de segundas pantallas y las aplicaciones dentro de la propia pantalla de televisión dan lugar a una nueva realidad televisiva y por ello se considera que es importante analizar el impacto del VoD. 1 Las plataformas de entretenimiento on demand hacen un uso intensivo de datos para generar y distribuir sus contenidos. Si bien existe una gran cantidad de plataformas de distribución digital de video de entretenimiento, hemos esco- gido solo tres de ellas para mostrar el impacto actual que tienen en el campo de las comunicaciones. En el caso de Netflix y HBO GO y Disney+, son platafor- mas de distribución tanto de ficción como de documental, que no solo gestionan la entrega final del producto, sino que participan de su elaboración. Las mismas tienen un impacto internacional y evolucionaron dentro del mismo sector. Estas tres plataformas coinciden en el uso intensivo y masivo de datos (es- pecialmente de usuarios) y del análisis de estos con técnicas de aprendizaje automático (machine learning) para estimar modelos que permitan predecir el gusto de los consumidores y las reglas que están detrás de su comportamiento. 2. ¿Que es Streaming de Video? El streaming también llamado retransmisión o transmisión por secuencias consiste en la distribución o descarga de datos desde un proveedor o servidor en internet mientras el usuario hace uso de los datos en cuanto estos son descarga- dos. En el caso de streaming de videos se refiere a la transmisión y recepción de contenido audiovisual. El usuario puede visualizar el contenido a medida que se realiza la descarga sin la necesidad de esperar que sea completada para poder comenzar a utilizar los datos. El diseño de una arquitectura de VoD es altamente complejo e involucra a una gran variedad de áreas de conocimiento científico: la compresión y des- compresión de datos, la seguridad de los datos, el diseño de los componentes del servidor y los clientes, el diseño de sistemas operativos de tiempo real, el desarrollo de protocolos de comunicación, tecnologías de redes y dispositivos de interconexión, sistemas de procesamiento paralelos o distribuidos, como así también, estudios psicológicos para determinar el comportamiento de los usua- rios. El auge de los sistemas de VoD se debe al gran avance en la compresión de vídeo y audio, y al aumento de las conexiones de Internet de banda ancha en los hogares, donde se concentra la principal masa de usuarios.(1) La otra gran diferencia entre Streaming y descarga progresiva es aquello que sucede con los datos después de ser usados. En las descargas progresivas, los datos son almacenados permanentemente en su dispositivo, hasta que tu mismo los elimines. En el Streaming, los datos son eliminados automáticamente después de su uso. Ejemplo: Una canción que se escucha en Spotify no se guarda automáticamente en la computadora (a menos que se haga la descarga para después escucharla off-line). 2.1. Como Funciona El streaming funciona de la siguiente forma: Conexión con el Servidor: Conexión con el Servidor. El servidor es el encargado del almacenamiento y gestión de los contenidos multimedia, así 2 como la recepción de las peticiones de los clientes y la transmisión de los contenidos solicitados. El mismo debe garantizar la calidad del servicio administrando cuidadosamente los recursos del servidor y la red. El cliente se conecta con el servidor remoto enviando una señal y éste, atendiendo las peticiones de conexión de los usuarios finales, comienza a enviarle el archivo. (1) Buffer de Datos: El cliente comienza a recibir el fichero y construye un buffer o almacén donde empieza a guardar la señal que se va descargando y que simultáneamente se va reproduciendo. Inicio de la Reproducción: Cuando el buffer se ha llenado con una pe- queña fracción inicial del archivo original, el reproductor cliente comienza a mostrarlo mientras continúa en segundo plano con el resto de la descarga. Caídas de la Velocidad de Conexión: Si la conexión experimenta li- geros descensos de velocidad durante la reproducción, el cliente podría seguir mostrando el contenido consumiendo la información almacenada en el buffer. Si llega a consumir todo el buffer se detendría hasta que se vol- viera a llenar. Es por eso que a veces nos encontramos ante mensajes como “Descargando buffer” seguidos de un porcentaje de datos que quedan por recibir.(2) 2.2. Tipos de Transmision de Video Streaming 2.2.1. Live Streaming Con el Streaming en vivo se puede transmitir el contenido audiovisual en tiempo real. Este es realizado en tres etapas: 1. La captura del contenido. A través del Encoding, donde el software pro- porcionado( encoder), convertirá el contenido de analógico a digital. 2. El CDN. El usuario se conecta a Internet para llevar el contenido con- vertido a los servidores de streaming (Content Delivery Network) de la compañía de streaming. 3. La distribución. El contenido es distribuido a los dispositivos móviles. Por lo tanto, el streaming en vivo resulta de gran utilidad para transmisiones de radio y TV en internet. Clases a distancia, eventos deportivos, conferencias, shows y eventos en general. 2.2.2. Streaming On Demand Con esta tecnologia se puede enviar el contenido (audio o video) de los servidores de almacenamiento. Luego, se realiza la distribución del contenido a Internet a través de los servidores. Por ultimo, los contenidos serán entregados a todos los dispositivos móviles, portatiles y desktops. El Streaming on Demand 3 es utilizado en plataformas de videos com clases a distancia, biblioteca de audio o video online, retransmisión de eventos, reportajes, programas, entre otros.(3) 2.3. Clasificación por Distribución de Contenido 1. Pay Tv: Se refiere al servicio de televisión paga, que normalmente requiere que el usuario arriende un decodificador de red de antena parabólica o cable coaxial patentado, su subscripción esta dada a una compañía de televison por cable o satélite. Un proveedor de cable agrupa una red de contenido con cientos de otras redes y cobra al cliente en consecuencia. Son mas costosos que otros servicios. 2. OTT(Over the Top): Es un servicio de libre transmisión. En donde se distribuyen servicios de vídeo, así como también de audio y otros con- tenidos. Se sirve a través de Internet, pero no existe implicación de los operadores en el control o en la distribución del contenido, en otras pa- labras, no requiere de una suscripción a un servicio de televisión de pago por cable o satélite tradicional. Por eso, no se utilizan diferentes canales y la calidad no se puede garantizar hasta el mismo punto. Los servicios OTT tienen una infraestructura más económica y sencilla, no existe un circuito de distribución específico.(4)(5) 3. IPTV(Internet Protocol TV): La tecnología que se emplea en Televi- sión por Protocolo de Internet es la señal de televisión, sobre conexiones de banda ancha, pero con el protocolo IP. El punto clave, además del pro- tocolo utilizado para la distribución de la señal de televisión, está en que suele ser el propio operador de banda ancha el que, con su infraestructura, sirve la señal con un ancho de banda reservado.
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