Media at Cloud ScaleFaster, Better, Cheaper: pick all threeTransforming Media and Entertainment

Miles Ward

Global Head of Solutions, Google Cloud Platform

media: an evolving definition

analog

the big screen

serial

primetime

national

shows

digital

billions of screens

binge watching

on-demand

global

experiences

every one of these

has lead to every

other one of these...

of Internet traffic is video (70% by 2018)53 %

Media is Growing

Growth of Internet video on TVs by 2018 5 X

Growth of Mobile video by 2018 14 X

MyriadMedia

Formats

Bursty workloads

Hard Release Dates

Distributed Workforce

Enormous Data

Constant ToolchainChange

MediaIndustry

Challenges

Increased quality: 720p, 1080p

and 4K post-production formats

have dramatically increased file

sizes

New End points: Multiplicity of

devices, on-demand streaming has

resulted in multiple media formats

• concept

• funding

• storyboard

• production plan

• talent acquisition

• content development

• testing and feedback

• analysis and revision

• marketing

• publication

• distribution

• sequel

startup team movie team

which business is this?

ideas from silicon valley

for tinsel town

1: platforms, not products

ideas from silicon valley

for tinsel town

ideas from silicon valley

for tinsel town

1: platforms, not products

2: data-driven decisions

ideas from silicon valley

for tinsel town

1: platforms, not products

2: data-driven decisions

3: minimum viable product

ideas from silicon valley

for tinsel town

1: platforms, not products

2: data-driven decisions

3: minimum viable products

4: full-stack developers

A Big Idea: Anything,

My Core Suggestion

Your NextProject

For the past 16 years, Google has

been building out the world’s fastest, most powerful, highest quality cloud

infrastructure on the planet.

Worlds largest Digital Media

Management and Delivery

Service runs on Google Cloud

"[Google's] ability to build, organize, and

operate a huge network of servers and fiber-

optic cables with an efficiency and speed that

rocks physics on its heels.

This is what makes Google Google: its

physical network, its thousands of fiber miles,

and those many thousands of servers that, in

aggregate, add up to the mother of all clouds."

Images by Connie Zhou

Wired, 'Google Throws Open Doors To Its Top Secret Data Center', October 2012

Google’s Platform

— Wired

Pricing should be flexible and

easy to understand. You

shouldn’t need a PHD to

understand prices, and you

should get the best price

automatically.

If you use more than 25% of a

Compute Engine VM in a

month, you receive discounts

automatically.

Compute Engine instances are

charged in one-minute

increments (with a 10 minute

min), so you only pay for what

you use.

Per MinuteBilling

Sustained UseDiscounts

Philosophy

Pricing

“People tend to overestimate what can be done in one year

and to underestimate what can be done in five or ten years.”Amara's Law

2002 2004 2006 2008 2010 2012

ColossusMapReduce

SpannerBig Table

Dremel

GFS

Google Innovations in Software

2013 2014

Dataflow

Kubernetes

2002 2004 2006 2008 2010 2012

ColossusMapReduce

SpannerBig Table

Dremel

GFS

Google Innovations in Software

2013 2014

Dataflow

Kubernetes

MyriadMedia

Formats

Bursty workloads

Hard Release Dates

Distributed Workforce

Enormous Data

Constant ToolchainChange

MediaIndustry

Challenges

● Highly Parallel Compute

● Moderate I/O

● Large input dataset

● Few temporary files

● Single complex file output

Unique Requirements

● Sequential Compute

● I/O intensive

● Large input dataset

● Large temporary files

● Multiple output files

● Medium Compute● Very I/O intensive● Many input sources

● Deep Comp = High Mem

● Single file output

Rendering Simulation Compositing

10+ hours

1-2 hours

hours to days

several minutes

per frame

VFX Compute - Wall Clock Times

Render hero frame:

Render elements:

Simulation:

Compositing:

GCE Media Workloads

customers are running

this and more today on

Google Cloud Platform

GCP has unique tools

to allow each to be

incredibly successful

rendering

simulation

compositing

transcoding

streaming

data analysis

archival

VFX Rendering is ‘made for cloud’

Used on 3 of 5 films nominated for Best VFX Oscar in 2014

Results

Compute Engine reduces render farm load during periods of peak production

Consumes processing power of up to 15,000 Intel cores at peak rendering times

Faster rendering time means visual designers can get results and make tweaks more quickly

$300,000+ saved due to eliminating idle cores during production “quiet times”

“By adding Compute Engine to our workflow and allowing our in-house capacity to focus on the studio work, everyone’s project gets computing time – and the creative team can get as imaginative as they want to, with fast views of new iterations.”

“App Engine is filled with tools that help make our products more appealing and engaging for users.”

10x performance gains with App Engine

Nearly zero downtime in 2 years, despite sustained requests for downloads and data around the clock

4 Billionminutes of singing time supported

Zerosys-admins needed on staff

$3,000per month savings w/ per-minute billing

Save Scale Succeed

Concentrate on your

core mission

Leverage massive, scalable

computing power

Save on capital

and operational costs

Build the future of media in the Cloud

cloud.google.com