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Video APIs are ushering in a new era of functionality and personalization in the world of streaming. Learn the types of Video API's and why they are important.

WHAT ARE VIDEO APIS?

The term Video API is an umbrella term for any API that relates directly to the streaming and facilitating of video content. The API a company elects to integrate with their video player will be the key determining factor that will dictate the quality of the end user's viewing experience.

Application Programming Interfaces (APIs) have grown in importance for decades, and their applications are now an essential piece of the app development process. APIs exist to facilitate communications among multiple servers, and now, with the rise of video streaming, video APIs are a crucial part of the OTT app pipeline.

An API, differing from a plug-in that adds features to existing software, defines how a component interacts with a system and enables communication between them.

There are many choices available to content-hungry consumers in the modern age of streaming. Forward-thinking OTT providers that are agile and care about personalizing their audience's experience will need to find time to incorporate video APIs to solve the video stack's complexity.

TYPES OF VIDEO APIS (AND THEIR USES)

There is currently a vast array of APIs at the disposal of programmers, and finding the right one is pertinent to the success of their integration. APIs range in functionality, with varying intended uses; categories range from images, video, messaging, streaming, etc. Even NASA hosts an Image and Library API, allowing developers to access and share NASA's Image and Video Library site content.

Most recently, in the world of video APIs, Google made waves in 2020 with their Transcoder API release. This API facilitates the creation of consumer streaming formats for direct-to-consumer media content. Google's transcoder API even includes functionality for an ad break keyframe.

This function allows providers to insert their desired and tailored ads within their programming. Providers can leverage the Transcode API to distribute content through Google's own Cloud Content Delivery Network (CDN) or via third-party CDNs.

VIDEO STREAMING APIS

Video Streaming APIs serve to deliver videos in real-time to the end-users while providing instantaneous information via the web. The Video API's functionality begins with an end-user opening a socket, defined as one endpoint of two-way communication.

The streaming API then transmits video content via the established open socket, allowing for the delivery of data or content; in real-time. Streaming APIs reduce requests that return no data, consuming less processing time and unnecessary API calls.

Twitter, a standout example of the everyday use of streaming APIs, provides instantaneous tweets as bits of information shared with the masses via its proprietary APIs known as PowerTrack, Volume, and Replay. Streaming APIs are very useful within social networks because they send updates to the end-users when "events" or notifications arise.

Streaming APIs are beneficial for applications that require only general notifications, instead of a multitude of requests, to reduce the number of API calls and improve performance. For example, Salesforce's streaming API allows for PushTopic notifications, as well as general and Data Capture events.

VIDEO PLATFORM APIS

Video platform APIs provide services that include an internal video player function and a video content reservoir for end-users to browse. Most internet users are familiar with the most popular Video Platform APIs: Youtube, Vimeo, and Twitch.

Referred to as turn-key platforms, Video Platform APIs provide all of the functionalities of video delivery and storage but require becoming immersed with the Video Platform provider's infrastructure, relinquishing personalization and control.

VIDEO PLAYERS

A Video Player, known as a type of direct Client-Side API, is used to playback video in a browser or mobile device. The playback experience is highly dictated by the perceived quality of the video player's functions on the client's screen. This type of Client-side API can be modified and even pre-packaged and sold to providers and programmers for use.

The number of layers of code that will distinguish the video player and hide the program's complexity will vary significantly depending on the content provider's preferred UX approach. This obscuring of complexity is referred to as abstraction, and it will directly impact the level of control a content provider will maintain over the playback's stream.

Example of Client-Side APIs (Video Players) include:

• Media Source Extensions (MSE)
• Encrypted Media Extensions (EME)
• Exoplayer
• AVPlayer
• AVFoundation

VIRTUAL LINEAR LIVE PLAYOUT

Linear TV refers to the traditional system in which viewers watch a scheduled TV program broadcast on traditional cable. This type of broadcast still accounts for the largest share of the current TV market. Due to the rapid expansion of OTT providers in the streaming and live video market, traditional Linear TV's grasp on the market is dwindling.

[CLIENT] Playout offers easy-to-use workflows for programming 24/7 linear live streams using playlists of videos. The product includes workflows for selecting and ordering playlists of videos to create a linear channel schedule and scheduling broadcasts. [CLIENT] offers [SOFTWARE] playout programming, monetization, distribution, and analytics platform with the fastest stream start times in the industry.

OTT APPS AND [CLIENT]'S ENDPOINT API

[CLIENT]'s [SOFTWAREAPI] Services allow customers to produce and publish custom OTT video streaming applications on the web and manage set-top, smart TV, gaming, and mobile app marketplaces. [CLIENT]'s platform creates a "realm" around a content owner's property (website, OTT endpoints, mobile apps, etc.) where consumers can use the same single authentication method everywhere. All endpoint apps pass player requests and engagement analytics data back into the [CLIENT] platform.

OUR CONNECTED OTT SERVICES:

• [CLIENT] Web Embeddables
• [CLIENT] OTT (Roku, Amazon Fire TV, Apple TV, iOS, Android Mobile, gaming consoles, smart TVs)
• [CLIENT] app production tools (push-button production services for Roku, Amazon Fire TV, Apple TV)
• Consumer account management widgets, device linking authentication widgets

SO, WHAT IS API-FIRST?

As opposed to a code-first approach, taking an API-first approach entails revolving an entire project's infrastructure with the function and placement of the desired APIs in mind. This approach includes the calculated implementation of API description language to establish a standard for that API's function the function of that API for future use.

An API-first method breeds reliable "templates" of reusable and consistent APIs, which are crafted to serve a niche role in the user's experience (UX). An API-first approach encompasses additional steps of systematic planning and internal development. Once the API integration modes are established, the app's blueprint will be more adaptable, and less costly.

WHY BE API-FIRST?

API-first has transcended in recent years from just a buzz-word to a growing industry standard, thanks to the multitude of benefits associated with the approach:

• Reduced cost

As opposed to a Code-First design, an API-First approach will allow programmers and providers to iron out most of the kinks present in an app's design before writing a single line of code. When the time comes to integrate APIs with the project's application, the design, planning, mocks, and tests have already been approved. This approach will pre-establish the approved direction and functionality, without having to backtrack once the code is already in place.

• Speed to market

When it comes to launching any tech projects, especially apps, time is not on your side. Speed to market is an increasingly important factor, as everyone is trying to not only be better but also be first. An API-first approach allows teams to make much needed (or last-minute) changes while maintaining a flexible design.

• Development streamlining to build better products

Instead of building out tech that has no value outside of the organization, engineers can leverage APIs to tap into the functionalities they need, while enhancing the already existing core functionality.

• Better (UX) and (DX)

Users and designers alike benefit from an API-first approach. Building applications based on micro-services, which are the arrangement of coupled services or features, can help establish a smoother and seamless user experience (UX). Since end-users directly benefit from a better Designer Experience (DX), leveraging more consistent and reliable APIs will allow programmers to create projects with increasing ease.

LEVERAGING API-FIRST

Actionable ways to undertake an API-first approach:

• Intermesh mobile and tv ecosystems for streaming
• Bridging to payment providers
• Connecting to membership and authentication systems.

If the world of API-first has left your team intrigued on how to proceed, and you are still unsure of just how to integrate APIs into streams or manage these different protocols, then reach out to our team of experts at [CLIENT]. We provide the infrastructure, APIs, and tools to help developers launch awesome video apps and experiences.

[CLIENT] provides easy to use API endpoints to build typically challenging workflows like creating, scheduling, and archiving Live Events through a single API call. We've built a comprehensive and connected API-first video infrastructure, for engineers and developers to consider as they are developing their projects.

If you are interested in learning more, please visit [CLIENT SITE]