Amazon Web Services has developed new AI-powered technology aimed at helping TV networks and Hollywood studios compete more effectively in the vertical video space.
AWS on Tuesday launched AWS Elemental Inference, a service that converts live and on-demand video into vertical formats in real-time, allowing live vertical streaming of sports, news, and other types of programming with minimal latency (AWS says it expects a delay of just 6 to 10 seconds).
AWS expects media companies to use the technology to broadcast on social media platforms like TikTok and Instagram, where vertical video rules, as well as create vertical formats for use on their own streaming platforms. Fox Sports and NBCUniversal have already signed up to use this technology.
“By processing content during encoding rather than post-production, broadcasters can publish socially optimized clips and highlights while live events are still in progress — turning speed into a competitive advantage for audience engagement,” explains Regina Rossi, Head of Product at AWS Media Services.
“For vertical video creation specifically, we use fully managed core models optimized for video workloads, including importance mapping, object tracking, and speaker detection capabilities,” Rossi adds. “These models analyze each frame to identify subjects, track movement across scenes, and intelligently determine correct vertical placement – keeping athletes focused during gameplay, speakers in frame during interviews, and key action visible regardless of aspect ratio. We apply smoothing algorithms so the viewer’s experience appears natural, similar to a photographer moving across a scene.”
Major streaming platforms have experimented with vertical video (Netflix, Peacock, and ESPN all have some available currently), but the process of converting traditionally filmed content into vertical is a bit more complicated than it might seem at first glance. Live programming like sports is more complex. AWS is betting that its technology will make it significantly easier, enabling more vertical video on streaming platforms to reach consumers when they’re not at home, and on the social platforms where they spend much of their time.
“When talking to our customers, they have use cases for both distribution channels,” Rossi says. “Putting live streams and verticals on social platforms helps discover content and capture viral moments in real time – reaching audiences they’re already engaged with. Having more vertical content in their existing apps provides viewers with a more mobile-friendly experience. Fox Sports has determined that nearly 90 percent of its digital content is consumed vertically, and this is a growing expectation for viewers across all mobile platforms and apps.”
“Automatic vertical conversion is essential because the vast majority of Fox Sports Digital’s audience consumes content on mobile, on platforms designed for vertical viewing,” added Ricardo Perez Celsky, senior director of digital production operations at Fox Sports. “By leveraging AWS technology, we can automatically reformat live event into optimized headshots in near real-time, dramatically accelerating the transformation process. This allows us to scale premium content and editorial audio across Instagram, TikTok and YouTube Shorts, as well as our owned and managed platforms like the Fox Sports App and Fox One, without sacrificing quality. Moving forward, this technology enables an always-on, faster, more personalized recognition engine that meets fans wherever they watch.”
