Revolutionizing the Viewing Experience

As personalized multiview streaming becomes a highly sought-after feature—particularly in the sports broadcasting sector—Amazon Web Services (AWS) has unveiled a suite of innovative video service capabilities. The most notable addition allows streaming platforms to deliver up to 11 distinct video feeds within one personalized channel.

These features, including dynamic multiview, AI-driven metadata generation, and automated ad inventory management, were introduced during the IBC 2026 conference in Amsterdam.


Personalized Live Television

Samira Bakhtiar, General Manager of Media and Entertainment at AWS, emphasized that the company is shifting its focus from merely supporting the streaming era to fostering an "intelligence era." According to Bakhtiar, these tools allow for a high level of personalization where "every frame of live video is personalized and understood."

The core of this offering is the AWS Elemental MediaPackage Dynamic Multiview. This tool allows viewers to select their own multi-camera layout from a variety of encoded sources. It operates using standard HTTP Live Streaming (HLS) or Dynamic Adaptive Streaming over HTTP (DASH), ensuring compatibility without the burden of expensive per-layout encoding.


Proven Success and Technical Efficiency

The technology is already being utilized in the field. India's JioHotstar, for example, uses the AWS multiview feature to provide quad-view coverage of Indian Premier League (IPL) cricket matches. Akash Saxena, CTO of JioHotstar, noted:

"AWS Elemental MediaPackage Multiview lets us deliver multiple synchronized camera angles within a single stream, putting our subscribers in control of how they experience live sports."

AWS highlights that this server-side composition approach solves significant industry hurdles:

  • Device Compatibility: It reaches over 95% of consumer devices without requiring custom software development kits (SDKs).
  • Cost Management: Unlike traditional methods that require pre-encoding every combination, AWS assembles layouts in the compressed domain, bypassing the need for redundant re-encoding.
  • Simplicity: It functions with a single digital rights management (DRM) key, avoiding the need for multiple vendors.

Enhanced Monetization and Data

Beyond layout customization, AWS is rolling out Elemental Inference Contextual Metadata. This tool utilizes artificial intelligence to extract data from live video in real-time, facilitating contextual advertising and highly personalized viewer experiences.

To further support revenue growth, the new AWS Elemental MediaTailor Yield Optimization automatically fills unsold ad inventory via Amazon Publisher Services (APS). Additionally, the company introduced Low-Latency Ad Insertion, designed to provide seamless, personalized ad breaks within low-latency streams using Apple’s HLS interstitials.

AWS currently serves nearly 2 billion customers worldwide through its cloud infrastructure, supporting major industry players including Netflix, Disney, HBO, and NBCUniversal.