Google has announced a new Transcoder API preview. The API empowers users to create consumer streaming formats for direct-to-consumer media content. This is the first Google API in a series to come that directly targets the direct-to-consumer market that has exploded in recent years, and especially accelerated during the COVID-19 pandemic.
Media and entertainment companies around the globe are exploring more and more direct to consumer options. As higher resolutions are available through consumer devices and networks become more powerful, consumers are less reliant on middlemen in content delivery. Google has launched a strategy for content providers looking to adjust to this shift. Specifically, Google is building video-focused API products that “simplify operations and distribute their content to the widest possible audience.”
The Transcoder API allows users to create consumer streaming formats. Formats include MPEG-4 (MP4), Dynamic Adaptive Streaming over HTTP (DASH, also known as MPEG-DASH), and HTTP Live Streaming (HLS). It also supports popular codecs such as H.264, VP9, and HEVC. Additional features include full partitioning for fast encoding of large video files. This allows hours-long movies to be prepared in minutes.