Internet Marketing Blog

Web Site Streaming Media - What’s the difference?

As Internet connections continue to become faster and faster, more savvy business site owners are starting to incorporate streaming media (audio and video) presentations and commercials into their web sites and with good reason. Multimedia sites can make your message more interesting, appealing, powerful and convincing and open doors that were previously closed to you. There seems to be so many types of streaming media it can be confusing.

If you desire to utilize streaming media on your site, there are some things you need to understand in order to provide the best quality media experience to the widest audience possible without breaking the bank.

In this article I’m going to focus on “streaming media” formats because to deliver audio or video from a web site effectively, you need to use some form of streaming or progressive download media format. I’m going to keep this explanation basic and understandable while still giving you enough of a grasp on the topic to make wise media choices based on your needs and budget.
What is Streaming Media?

Streaming media refers to a special type of audio or video file that is created for the specific purpose of being played from a web server. It’s called “streaming” because instead of having to wait for the complete media file to download to your computer before you watch it, the file will download and play at the same time. This is referred to as streaming.

The Three Types of Web Media

Two of the three are considered streaming media. They all have their pros and cons. The best type for your application depends on your objective and your budget.

1. Download
2. Single Bit rate Progressive Download
3. Multi Bit-rate Streaming Media

1. Download. This simply means you have your video available on your web server for download and playback on the potential viewers computer.

Pros: Highest Quality possible
Cons: The viewer must WAIT for the entire video to download and then open the video on their PC (assuming they have compatible player software)

2. Progressive download

Progressive download refers to a special type of optimized media file that actually downloads (transfers to your PC) AND plays from your computer simultaneously. Progressive download is the simplest and most cost effective type of media that can be “streamed” from most any web hosting server or web site although it replicates a streaming media experience, it is not “true” streaming media.

When you click the play button on a progressive media type file, it starts to download the file to your computer. When enough of the media file is downloaded to start playing, the media file begins to play and continues downloading the remainder of the media file at the same time, in the background as you watch or listen to the media.

If your Internet connection speed can not keep up with the download, the media file pauses and that’s when you see the “buffering” message letting you know the file is continuing to download in order to catch up with your listening or viewing experience. Buffering (or video pauses) are a common experience for many viewers watching progressive download media streams due to the fact that progressive download media files are single bitrate media files that cannot compensate for various connection speeds and bandwidth fluctuations.

Most hosting services are capable of serving (playing) progressive download media files and because of this, it is the most convieniant and economical choice. However, some will call it streaming media to impress you that their server is streaming media capable, but remember it is NOT true streaming media and doesn’t provide your viewers the consistency, speed and quality of a “true” multi-bitrate streaming media file.

Progressive download files are sufficient for most AUDIO streams but are
NOT ideal for video streams unless the viewer has a very FAST Internet connection.

3. “True” Streaming Media Files

True streaming media files are special media files that are streamed at multiple bit-rates from a special streaming media server. As such, they are higher quality, more consistent and dependable, as well as more costly to prepare, host and stream.

“True” streaming media works very differently then progressive download. It doesn’t download first. It actually plays (streams) directly from the media server to your computer screen in real time, usually from an embedded media player on the server so you don’t have to download any special software.

A true streaming media file is encoded (compiled) at multiple bit-rates which means that one true streaming media file actually contains many different speed/quality versions of the same media file. Each of these versions is optimized for a different Internet connection speed. So a single file can actually contain an optimized copy of the media ranging from 56k modems to T-1 lines.

What a “true” streaming media server does that a typical web site server (hosting package) doesn’t

The steaming media server is very high tech and designed for the purpose of steaming media. It is not designed for hosting web sites. Steaming media servers constantly monitor your viewers internet connection speed and when the speed drops (and many do fluctuate) the server instantly feeds the next lower bit-rate stream or whatever version is best rate for the viewers existing speed. The media stream will start fast and play with NO interruption or pause of the media stream once it has started as the server is constantly monitoring the viewers bandwidth capability and compensating in real time in a way that is transparent to the viewer.

The technology of a streaming media server enables it to feed the media to your computer screen uninterrupted, at the best quality possible for your viewers particular Internet connection speed. It is also able to handle the very high bandwidth and server loads necessary for feeding audio and video files to a large number of people.

If you have ever wondered why some online media appears high quality and uninterrupted while others do not, the difference is a well encoded multi-bitrate media file being streamed from a streaming media server

To Recap: The true streaming media feed is encoded (compiled) at MULTIPLE BITRATES. It is actually one file that contains multiple versions of the same media file encoded at different sizes and quality levels. The true streaming media server, constantly monitors and adjusts the rate of the feed during playback in order to keep the video or audio playing at the best possible quality without interruption.
Progressive Download and Streaming Media Differences Summed Up

Progressive Download Media
Progressive download type media consists of a single bit rate media file (a media file that plays at one speed) that downloads to your PC and plays at the same time. If your Internet connection speed drops below the playing speed of the media for any reason, the media will pause allowing the download to catch up. This type of file is ideal for audio or low bandwidth newscast type video files that don’t have much motion. This file typically doesn’t require any special type of media server and will play on most any web hosting account. It is popular because it is the simplest and most economical choice.

Streaming Media
A streaming media feed is a multi-bit-rate media file (multiple files contained in one special media file). If your Internet connection slows down below the effective rate of the current feed, it simply notices this and “changes channels” so to speak, feeding you a smaller more optimized version while ideally never stopping or having to cache. This provides a more consistent and dependable viewing or listening experience for your audience. It requires a special streaming media server or service that is typically leased or rented by the site owner.

Popular “True” Streaming media service providers:
Vital Stream (formerly Play stream): http://www.playstream.com/
Audio Video Web: https://www.audiovideoweb.com/
Issues affecting the playback of streaming media

The #1 issue that effects how smoothly or how well a media file streams is BANDWIDTH

a. The audiences bandwidth (speed) of their Internet connection
b. The speed, bandwidth and media capabilities of the server, hosting the media files.

Many (if not most) people still use 56k modems. While 56k modems can play streaming audio files fairly well, they were not designed to play streaming video files!

That’s not to say a 56k connection can’t play video files, but if you are going to provide video for the 56k audience the video has to be highly optimized and very small. This means a small viewing window and ideally a short video that has very little motion like a newscast, as opposed to a sporting event or action movie.

The faster the Internet connection of the person playing your media, the better their experience will be. Streaming video is ideally suitable only for DSL, Cable and faster connections!
Media Compatibility Issues

No streaming media choice should be made without considering compatibility. It doesn’t matter how good the quality of your media stream is if it is incompatible with the media viewing capability of the computer attempting to play it

Most people use one of the two following computer systems:

1. IBM/PC comes with Windows Media Player and Flash capabilities
2. Apple/Mac comes with QuickTime Media Player and Flash capabilities

There are also many different web browsers with different media playing capabilities but the most popular are:

1. Internet Explorer
2. Netscape Navigator
3. Mozilla Firefox
4. Opera

The point is there are a lot of different types of “eyes” and “ears” wandering around the Internet and your choice of streaming media will determine how many of them can see and/or hear your media files.

So you want to consider media compatibility and avoid using any proprietary or “special” custom formats that require the end user to have to install special 3rd party software on their computers.

Most netizens won’t install special software just to view or listen to your media unless it is very compelling. If they can’t simply click and play your media they will probably never experience it. Also if they have to wait too long for your media to load, or if it constantly pauses and restarts they will simply abandon their attempt to experience your media.

So the question is how important is streaming media to you and how many people do you want to reach? If you want to reach the widest audience possible with the best and easiest media experience you need to do it right. Otherwise don’t waste your time or you will end up with media files NOBODY watches or listens to.
The Major Streaming Media File Types

Streaming Media types

#1. Flash – Works with Windows and Mac but is currently limited to “progressive download files”. It may also require a flash player update depending on how the media is encoded and the version of flash installed on the computer.

#2. Windows Media – Works with Windows not Macs unless additional software is installed.

#3. Quick Time – Works with Mac’s not Windows unless additional software is installed.

#4. Real Media – Works with Windows and Mac but requires Real Player software to be installed.

#5. MP3 Audio Files – If you use an embedded player any computer should be able to hear them.

So what type of streaming media should you use? It depends on the importance of your media, your intended audience and your budget!

Do you want to stream simple talking audio files?
Then progressive MP3 using an embedded web site player is possibly your best choice

Are you a Musician wanting the world to hear your talent?
Then you probably want high quality stereo audio suitable for multiple Internet connection speeds and Windows Media from a true streaming server may be your best choice.

Do you want to stream video to as large an audience as possible on a limited budget?
Then an embedded .flv (flash) player with multiple stream rate choices may be your best bet

Do you want to stream your media to as wide an audience as possible and have a budget?
You may want to provide your viewers with a choice of all major media types streamed from a true streaming server. Simply let them choose the format they are familiar with. It’s a safe bet that everyone has and is familiar with one of the major media types listed above.

Tracking Your Media Popularity
You should also have a way to track how many people actually view or listen to your media files. You can tell by the amount of time they spend on a particular file whether or not they stuck around long enough to play your media. This type of tracking is essential for those who are serious about their media.

The future of streaming media
As more and more people get hooked up to cable and DSL, streaming media will continue to gain popularity. Video and audio can be a very effective and compelling way to catch and hold your viewers attention. Streaming media is here to stay and those who utilize it effectively will reap the rewards.

When it comes to streaming media, there are many different scenarios and multiple possible solutions, so unless you know what your doing, the best method is to consult with a streaming media professional and let them know your goals and objectives, then discuss your options. One thing is for sure. There is much more to streaming media effectively than meets the eye (or ear) and taking shortcuts will only cost you unnecessary money and leave you with media files that many of your visitors can’t see or hear.

About the Author:
Mark Hamilton has been a Webmaster and SEO specialist since 1997. You can visit his site at www.internetoutfitter.com. You are free to post this article on your site as long as you leave ALL the author related information and links to the authors web site intact.