NAB 2016: Adobe launches HTML5 Primetime video player

Players built using the new HTML5 TVSDK are analogous to the company’s multi-platform TVSDK, with features including Instant On and complex ad insertion capabilities.

Primetime supports video content and advertising playback in HTML5-compliant live, linear and video-on-demand (VOD) OTT environments, including all modern browsers and mobile Web. “With HTML5 TVSDK, media companies can now reach more devices, monetise experience more effectively, and launch new direct-to-consumer and TV Everywhere services faster,” the company said.

HTML5 has become an essential technology for delivering video experiences to desktop and mobile Web browsers, and to other environments that support the standard. About 18% of consumers are watching mobile video only or mostly in HTML5 environments, according to the IAB’s Mobile Video 2015 report. And when consumers watch videos on their smartphone, 40% use the mobile Web as much or more than mobile apps.

HTML5 alone doesn’t support everything that broadcasters need in order to manage multiscreen video distribution. It only partially solves for fragmentation, and it doesn’t provide unified ways to protect, monetise, and measure content across screens. However, technology providers can extend the capabilities of HTML5 with player technology and an underlying technology platform that caters to the needs of broadcasters.

Adobe also recently added DASH support to the Primetime platform.

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