Netflix is already using technology to boost the clarity and speed of its on-demand Internet streaming by adjusting video quality based on a customer's available bandwidth. YouTube is also using this method. However, Netflix will now re-encode content such as animated TV shows with less data than high-tech movies like "The Avengers" with lots of action and computer-generated imagery (CGI).
It is important to note that in both cases the streaming will still be in 1080 pixels. However, reducing the bitrate will allow more customers to watch movies and television shows in full HD.
The company recently ran a test in which it played the same video on a pair of side-by-side TV sets, and then asked its employees to surmise which display was streaming at the current maximum quality (5.8Mbps), and which one used 20 percent less bandwidth (4.64Mbps), according to The Verge. None of the workers guessed correctly and won the prize of a bottle of champagne.
Anne Aaron is Netflix's video algorithms manager. She explained that the company will use different encoding rules for each title in its catalog in order to optimize video quality, according to Ubergizmo.
Netflix's changes will result in TV shows that stream faster in higher quality, and possibly using less bandwidth. The company hopes to re-encode all of its movies and shows before Q2 in 2016.
The Verge points out that the re-encoding will be done automatically, so the verdict is out about whether the viewing experience of Netflix customers will improve. The company is already testing the new tech. However, it is not informing the small sample size of customers that they are watching content at a lower bandwidth.