Amazon Web Services Inc. said today its Amazon Interactive Video Service that makes it easy to set up live and interactive video streams within web and mobile applications is now generally available.

Amazon IVS is a fully managed service that makes it possible to set up a livestreaming channel via its main console or an application programming interface. Developers can then stream video to that channel using any standard streaming software, while Amazon IVS makes it available to viewers anywhere in the world.

The livestream can then be integrated into any website, Android or iOS application using a provided software development kit, Amazon said. The service also lets developers build interactive features within their livestreams, such as a virtual chat space, moderated question and answer sessions, votes and polls.

Amazon Principal Developer Advocate Martin Beeby said the idea is to eliminate the cost and complexity of setting up a live, interactive video stream, so that developers can focus their time on building those interactive features instead. In a blog post, he explained that building a traditional video stream is difficult and time-consuming, since it requires the video to be produced in various resolutions and then divided into different segments for delivery.

“Multiple segments are then stored in a buffer by the viewer’s video player so that playback resolution can be changed depending on the viewer’s network and device to optimize quality of service, all of which creates a lot of extra latency,” Beeby said. “This can mean that viewers experience latencies of 20-30 seconds, making it impossible for content creators to interact live with their audiences without sacrificing service quality.

Amazon IVS, which uses the same technology that underpins the popular Twitch livestreaming service, reduces this latency to just two to three seconds, Beeby said. In effect, it makes it possible to build interactive, real-time applications that are only possible when the delay between the content being broadcast and actually showing up on viewers screens is kept to an absolute minimum.

“For example, a developer making a trivia application or a virtual town hall can use the API to ensure that viewers see the same questions at the same moment in the live video stream,” Amazon said.

The service also allows users to send “timed metadata” along with the video, which makes it possible to fire up events within an application at a crucial point in the livestream. For example, users can send an event that indicates a live poll is now open and have the app respond to start allowing viewers to vote immediately. Alternatively, if a company is livestreaming a new product launch, it can synchronize additional product information or a “buy now” button to be displayed at the same time as the product appears in the video.

“The combination of these two features means that you can build experiences that create a more valuable relationship with your viewers on your own websites and applications,” Beeby said.

Amazon said Amazon IVS is available now in its US East (N. Virginia), US West (Oregon), and Europe (Ireland) regions. Users will be charged based on the video input to Amazon IVS and the video output to viewers.

Image: mohamed_hassan/Pixabay