Kayo Sports uses Amazon Web Services to deliver personalized experiences to subscribers
Amazon Web Services, Inc. has revealed that multi-sport streaming service and content aggregator Kayo Sports continues to leverage its technology to deliver video content to more than one million customers while personalizing their sports consumption experience.
Since launching in late 2018, Kayo has managed the majority of its information technology infrastructure with Amazon Web Services, Inc. (AWS), a company of Amazon.com, Inc., the cloud platform the most comprehensive and widely adopted in the world.
Leveraging the breadth and depth of AWS capabilities, including analytics, machine learning (ML), multimedia services, and network and content delivery, Kayo uses AWS products and services to analyze hundreds of thousands of data points to provide interactive statistics and deeper insight to enhance the viewing experience, including SplitView, which allows users to watch up to four sports on a single screen, and Kayo Key Moments , which allows users to skip to the best parts of their favorite games.
Kayo uses video infrastructure operated on AWS to instantly stream over 50 live and on-demand sports, including AFL, NRL, cricket and motorsport, and stream simultaneous live events during peak periods .
In April 2021 alone, Kayo delivered over 25 million hours of sports content.
The dynamic audience size, sharp resource demands, and the time-bound nature of live events make AWS the perfect fit for Kayo to build solutions that deliver better experiences at scale.
Increasingly, viewers expect more than a one-way presentation of sports content and demand more engaging and interactive experiences. Kayo developed a unified data lake on AWS, integrating internal and external data sources, including customer behavior, preferences, profile information, and other interactions, to deliver a better touchpoint experience. client. Using analytics services including Amazon Redshift (a cloud data warehouse), Amazon Glue (a serverless data integration service), and Amazon Athena (an interactive query service), Kayo analyzes information such as as subscriber content preferences and real-time streaming video performance to create a unified view of the customer, gauge an individual’s engagement with content from streaming platforms, and adjust the content library to provide a personalized menu of sporting events according to the preferences of the spectator.
In 2020, the company launched BINGE, a new entertainment streaming service that hosts the world’s best shows and movies, leveraging the same technology platform as Kayo.
Using Amazon Personalize, a fully managed ML service that enables businesses to create personalized, real-time user recommendations at scale, BINGE recommends video content to each viewer based on their unique viewing patterns, including understood of his favorite kind of content.
On March 18 of this year, Kayo and BINGE saw a spike in demand on its platform with major events including live AFL and NRL matches and Zack’s Justice League superhero movie. Snyder aired simultaneously. With support for AWS CloudFront (a fast content delivery network service), AWS Elemental Media Live, and AWS Elemental Media Package (services to encode live video, compress it, and package it into different formats for viewing across multiple devices), as well as AWS Elemental Media Tailor (a personalized ad insertion service), the platform has been able to handle over 350,000 peak concurrent streams reaching over six million hours of content at during the four peak days.
Kayo Managing Director Julian Ogrin explained, âThere is no sports streaming service with the live operations, capabilities, depth and breadth of the sport Kayo offers.
âWe’re creating a whole new experience and changing the way people consume sport in Australia, giving them what they want, when they want it, on any device, from one place. AWS helps us achieve this through the ability to leverage data and analytics to better understand our customers.
âWith AWS, we have solid data that helps us better understand consumer behaviors and what drives them. AWS also helps us deliver new functionality faster, so we can continually reinvent how to view the world’s best sports content for millions of customers. “
Karl Durrance, Director of Business at AWS Australia, added âBy working with AWS, Kayo has created a streaming platform that meets the demands of delivering live and on-demand sports at scale.
âKayo’s agile and data-driven approach uses the cloud to meet customer demand for multiple simultaneous streaming events. By properly analyzing and predicting customer needs using AWS services, they are able to deliver a seamless viewing experience and better interact with sports fans. “
For over 15 years, Amazon Web Services has been the most comprehensive and widely adopted cloud platform in the world.
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