AWS MediaLive updates SCTE 35 controls for multi-format ad signaling
AWS MediaLive provides detailed procedures for enabling SCTE 35 message passthrough or removal across various output groups including Archive, HLS, and CMAF Ingest. This functionality allows precise control over ad marker delivery within streaming workflows. The article outlines configuration steps for different output types.
Key Takeaways
- SCTE 35 control is now managed at the individual output level rather than globally for the entire channel.
- CMAF Ingest outputs now support a 'without segmentation' mode that includes markers without forcing new segments.
- MediaLive automatically realigns SCTE 35 Presentation Time Stamps (PTS) to match corresponding video frames.
- MediaPackage output groups maintain mandatory SCTE 35 passthrough that cannot be disabled.
- Users can now select specific Packet Identifiers (PIDs) from inputs containing multiple SCTE 35 data streams.
Why It Matters
Granular control over SCTE 35 signaling is critical as broadcasters shift toward hybrid delivery models involving FAST and SSAI. By allowing per-output passthrough, AWS enables engineers to strip ad markers for clean archives while preserving them for ad-supported HLS or CMAF streams. This reduces technical friction in 'source-to-many' workflows where downstream systems require different metadata behaviors. The ability to avoid forced segmentation in CMAF Ingest specifically aids low-latency delivery by maintaining GOP consistency. Watch for increased adoption of SCTE 301 standards in late 2026 to further unify these metadata exchanges across fragmented CTV ecosystems.
Additional Context
The emphasis on SCTE 35 interoperability follows the 2026 NAB Show's focus on scaling FAST and linear streaming. According to SCTE (June 2026), the new SCTE 301 standard for 'Next Generation Linear Channel Assembly' is designed to reduce the operational complexity of metadata exchange across fragmented architectures. Industry experts at the show emphasized that 'hidden metadata is hidden revenue,' highlighting the need for standardized ad signaling to maintain consistent viewer experiences across platforms. This technical requirement is increasingly urgent as the global streaming market is projected to exceed $670 billion by the end of 2026, per CDNetworks (January 2026).
Parallel developments in the vendor ecosystem reinforce this trend. In January 2026, Ant Media Server launched a plugin to convert SRT stream markers into HLS cues, bridging the gap between professional ingest and HLS-based Server-Side Ad Insertion (SSAI). Similarly, 5centsCDN updated its 2026 roadmap to include native SCTE 35 support at the encoder level, aiming to support VAST 3.0+ workflows. These moves reflect a broader industry pivot toward direct-to-consumer distribution where precise signaling is the primary lever for monetization in ad-supported tiers, which now dominate new subscriber signups for major streamers like Disney+ and Netflix.
Read full article at docs.aws.amazon.com
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