13. Netflix Member Web Site Home Page
Personalization Driven – How Does It Work?
14. How Netflix Streaming Works
Customer Device
(PC, PS3, TV…)
Web Site or
Discovery API
User Data
Personalization
Streaming API
DRM
QoS Logging
OpenConnect
CDN Boxes
CDN
Management and
Steering
Content Encoding
Consumer
Electronics
AWS Cloud
Services
CDN Edge
Locations
17. Netflix vs. Amazon Prime
• Do retailers competing with Amazon use AWS?
– Yes, lots of them, Netflix is no different
• Does Prime have a platform advantage?
– No, because Netflix gets to run on AWS
• Does Netflix take Amazon Prime seriously?
– Yes, but so far Prime isn’t impacting our business
18. Amazon Video 1.31%
18x Prime
25x Prime
Nov
2012
Streaming
Bandwidth
March
2013
Mean
Bandwidth
+39% 6mo
19. The Google Cloud Question
Why doesn’t Netflix use Google
Cloud as well as AWS?
20. Google Cloud – Wait and See
Pro’s
• Cloud Native
• Huge scale for internal apps
• Exposing internal services
• Nice clean API model
• Starting a price war
• Fast for what it does
• Rapid start & minute billing
Con’s
• In beta until last week
• No big customers yet
• Missing many key features
• Different arch model
• Missing billing options
• No SSD or huge instances
• Zone maintenance windows
But: Anyone interested is welcome to port NetflixOSS components to Google Cloud
21. Cloud Wars: Price and Performance
AWS vs.
GCS War
Private
Cloud
What Changed:
Everyone using
AWS or GCS gets
the price cuts and
performance
improvements, as
they happen. No
need to switch
vendor.
No Change:
Locked in for
three years.
23. Fitting Into Public Scale
Public
Grey
Area
Private
1,000 Instances 100,000 Instances
Netflix FacebookStartups
24. How big is Public?
AWS upper bound estimate based on the number of public IP Addresses
Every provisioned instance gets a public IP by default
AWS Maximum Possible Instance Count 3.7 Million
Growth >10x in Three Years, >2x Per Annum
25. DIY Alternatives: what could
Netflix do with $100M to invest?
Build a datacenter, Launch in a new country, or
fund the next “House of Cards”?
All payback over several years
Grow the business!
30. DNS Service
AWS Route53 is missing too many features
Multiple vendor strategy Dyn, Ultra, Route53
Abstracted (broken) DNS APIs with Denominator
31.
32. Managing Multi-Region Availability
Cassandra Replicas
Zone A
Cassandra Replicas
Zone B
Cassandra Replicas
Zone C
Regional Load Balancers
Cassandra Replicas
Zone A
Cassandra Replicas
Zone B
Cassandra Replicas
Zone C
Regional Load Balancers
UltraDNS
DynECT
DNS
AWS
Route53
Denominator – manage traffic via multiple DNS providers
Denominator
33. What Changed?
Get out of the way of innovation
Best of breed, by the hour
Choices based on scale
Cost
reduction
Slow down
developers
Less
competitive
Less revenue
Lower
margins
Process
reduction
Speed up
developers
More
competitive
More
revenue
Higher
margins
34. Cloud Native – What Changed?
Master copies of data are cloud resident
Dynamically provisioned micro-services
Services are distributed and ephemeral
35. How to get to Cloud Native?
Freedom and Responsibility for Developers
Decentralize and Automate Ops Activities
Integrate DevOps into the Business Organization
36. A Cloud Native Open Source Platform
See netflix.github.com
38. Takeaway
NetflixOSS makes it easier for everyone to become Cloud Native
What changed is the speed and agility of the integrated Cloud
Native BusDevOps organization
@adrianco #netflixcloud @NetflixOSS