It exploits the fact optimal bitrate varies not just for each type of content but also from title to title. Action scenes or sports scenes typically require a higher bitrate to store the video at a given quality, as they contain a lot of motion and less redundancy at the frame level, making each scene more complex to encode. Therefore, they offer less scope for compressing data without impacting the perceived quality of the content. On the other hand, documentaries and animations typically have far less motion during any given scene, allowing a codec more room to compress the given information without losing perceptual quality.

A few other vendors, such as Harmonic and Brightcove, have gone further still by starting to exploit variation in complexity within each title, given that even sports broadcasts contain some scenes when there is little movement. Therefore, the optimal bit rate will vary from scene to scene or even frame to frame.

Apart from per title encoding, the company showed containerized video encoding at IBC 2018, employing massively distributed video encoding based on the Kubernetes open source container platform. This allows operators to run the encoding software on any public cloud such as AWS and GCE, as well as private clouds, in datacenters, or as a hybrid stack.