AWS Elemental adds multiview, ad insertion to help broadcasters personalize and commercialize livestreams
Amazon Web Services Inc. is bringing artificial intelligence into live video streams within the AWS Elemental infrastructure service to help broadcasters meet viewers’ expectations of content-aware streaming and hyper-personalization.
Announced ahead of this week’s IBC 2026 conference in Amsterdam, an event that showcases the latest advances in media, broadcasting and entertainment technology, the updates span server-side dynamic multiview, real-time scene analysis, low-latency ad insertion and automated ad yield optimization.
Grand View Research says the live streaming industry has grown to a more than $100 billion global market, but most streaming platforms still struggle to meet viewer’s expectations. These days, people expect a lot more than just a simple stream – they want customizable camera angles for sports events, real-time personalization and other features. They even want to see more relevant ads, because if they’re going to be forced to watch them, most would prefer that it’s something they’re more interested in.
However, the complexities involved means that few broadcasters have been able to deliver all of this. “Because each has historically required its own vendor, its own pipeline and its own operational overhead, competing priorities force teams to choose which to pursue first, rather than delivering all three at once,” said Kali Ridley, senior technical industry product marketing manager for media and entertainment at AWS.
