NHL's Journey with AWS: Enabling Cloud Production and Data-Driven Innovation
Encoding and Scheduling: Laying the Foundation
- The NHL had to first focus on getting all their video content into the cloud before they could start exploring more advanced use cases.
- This involved building a system to automate the ingestion and scheduling of game feeds, camera feeds, and other video assets into the cloud using AWS services like MediaConnect.
- This foundational work was crucial to enable the NHL's later move to live cloud production.
Leveraging Data and Analytics
- The NHL used AWS to collect and analyze granular player and puck tracking data, capturing 1.5 billion data points per period of play.
- This data enabled the development of analytics products like Shot and Save Analytics, Face-off Probability, and Opportunity Analysis.
- These analytics were designed to be easily digestible and tell compelling stories for broadcasters and fans.
- The NHL worked closely with broadcasters to help them understand and incorporate these new data-driven insights into their coverage.
Live Cloud Production
- The NHL started exploring live cloud production, first with a proof-of-concept game in 2020 and then ramping up to produce an entire game in the cloud in March 2022.
- This approach allowed the NHL to distribute the production workflow across multiple locations, with functions like technical directing, replay, and graphics being handled remotely.
- Producing games in the cloud enabled significant sustainability benefits, reducing the NHL's carbon footprint compared to traditional on-premise production.
Alternate Broadcasts and Fan Engagement
- The NHL leveraged the flexibility of cloud production to experiment with alternate broadcast formats, such as the "Big City Greens" animated version and the American Sign Language broadcast.
- These alternate feeds allowed the NHL to engage new and diverse audiences, with the "Big City Greens" broadcast attracting a much younger, more female-skewed demographic.
- The data-driven broadcasts, like the NHL Edge Unlocked, provided fans with deeper insights and engagement opportunities, such as being able to follow the "ice tilt" momentum shifts.
Looking Ahead
- The NHL and AWS are continuing to explore new ways to leverage the cloud and data to enhance the fan experience, including:
- Supercharging the NHL's highlight production with cloud-based tools and AI
- Integrating more real-time data visualizations and insights directly into traditional broadcasts
- Expanding the reach and accessibility of the NHL's content through personalized and customizable viewing experiences
The NHL's journey with AWS has been a deliberate and collaborative process, focused on building the foundations to unlock new levels of innovation and fan engagement in the world of professional hockey.