Video platform architecture: upload, transcode, store and stream
A video platform takes uploaded video, converts it into formats that play on every device, stores it and delivers it quickly to viewers. Here is how the pieces fit, which service plays each part on AWS, Azure and Google Cloud, and what to decide first.
Quick answer
A video-on-demand architecture stores uploaded source video in object storage, transcodes it into several sizes and streaming formats with a media service, saves the results and delivers them through a CDN. A sign-in service controls who can watch. Live streaming adds an ingest and packaging service.
| Best for | Training video libraries, course platforms, media archives and member-only video |
|---|---|
| Less suited when | Occasional video embeds, where an existing video hosting service is simpler |
| Start with | Upload, transcode and play one video through a CDN, then add sign-in and analytics |
| Main services on AWS | Amazon S3, AWS Elemental MediaConvert, Amazon Cognito, Amazon CloudFront |
| Main services on Azure | Azure Blob Storage, Partner encoders and streaming, Microsoft Entra External ID, Azure Front Door |
| Main services on Google Cloud | Cloud Storage, Transcoder API, Identity Platform, Cloud CDN |
The idea in plain words
Video files from cameras and phones are large and come in many formats. To play smoothly on every phone, laptop and TV, a platform converts each video into several sizes and a streaming format, a step called transcoding.
The converted files sit in object storage, and a CDN delivers them from locations near viewers. A sign-in service controls who can watch. For live events, an ingest service takes the stream and prepares it as it arrives.
Video is the most expensive kind of content to store and deliver, so plan for storage tiers, delivery cost and the effort of building a player.
The architecture
Boxes show the job each part does. Pick a cloud to see the service for each job.
Step by step
- A creator uploads a videoThe upload goes straight to object storage using a short-lived link, so large files do not pass through your servers.
- A job is startedThe upload triggers a transcoding job through an event or a queue.
- The video is transcodedA media service converts it into several sizes and streaming formats, and can add thumbnails and captions.
- Results are storedThe converted files are saved to object storage, and the source is kept or moved to cheaper storage.
- The viewer signs inA sign-in service checks who may watch, and your app gives the player a signed or time-limited link.
- The CDN delivers itA CDN serves the video segments from locations near the viewer, using the converted files as its origin.
- The player adaptsThe player picks the best quality for the connection and switches as it changes, so playback stays smooth.
Services side by side
The main service for each job on each cloud, with a second option where one exists. Names checked on 23 October 2026.
| Job | AWS | Azure | Google Cloud |
|---|---|---|---|
| Object storage (files, images, backups) |
|
|
|
| Video: transcode, live stream and deliver |
|
|
|
| Customer sign-up and login |
|
|
|
| CDN (fast delivery to users worldwide) |
|
|
|
Common variations
- Live streaming as well as recorded video. Add a live ingest and packaging service and a CDN set up for live segments, and plan for the delay between camera and viewer.
- Paid or private video. Use signed, time-limited links and encryption or digital rights management, and keep the origin storage private.
- A global audience. Use a CDN with wide coverage, keep popular files close to viewers and test playback on slow networks.
- Captions and search. Add automatic captions and indexing, so viewers can search inside videos and accessibility needs are met.
Cloud media services or a partner or self-built pipeline?
Clouds differ here: some offer their own transcoding and live services, while others point to partner products. You can also build the pipeline yourself with open tools on servers.
Cloud or partner media service
Good
- No transcoding servers to run
- Scales with your upload volume
- Presets for common formats and devices
Watch out
- Cost per minute of video adds up
- Features and formats differ by provider
- Service choices change over time
Self-built pipeline
Good
- Full control of encoding settings
- No per-minute service fee, which helps at large volume
- Portable across clouds
Watch out
- You run, scale and patch the servers
- Good encoding quality takes expertise
- More to monitor and fix
Keep in mind
- Delivery is the big cost. Delivering video to viewers usually costs more than storing or converting it. Compare CDN prices, set budget alerts and choose sensible quality levels.
- Protect paid or private video. Keep source and converted files private, serve them through signed, short-lived links and consider encryption. Never leave storage open to the public.
- Formats and devices. Test on real phones, TVs and browsers. Streaming formats and codecs differ by device, so offer more than one.
- Storage tiers. Keep sources you might re-encode in cheaper storage, and delete temporary files automatically.
- Rights and content rules. Check that you may host and show each video, handle takedown requests, and follow the IT Rules for user-uploaded content.
- Moderation. If users upload video, plan moderation and reporting, and screen content for illegal material.
- Accessibility. Add captions and transcripts, and make the player usable with a keyboard and a screen reader.
Words used on this page
Services in this pattern that have changed
Cloud providers rename and retire services often. These affect the parts above. Checked on 23 October 2026.
- Azure Closed to new customers Azure AD B2C has not been sold to new customers since 1 May 2025. Microsoft Entra External ID is the replacement for new projects. Details
- Azure Shut down Azure Media Services was retired on 30 June 2024. Microsoft lists Bitmovin, MediaKind and Ravnur as partner alternatives. Azure Video Indexer was not affected. Details
Sources and further reading
Check details such as features, limits, prices and regions in the providers' own documentation.
- AWS documentation (opens in a new tab)
- Microsoft Azure documentation (opens in a new tab)
- Google Cloud documentation (opens in a new tab)
Announcements about the changed services above
Frequently asked questions
What is video transcoding?
Transcoding converts a video file into other sizes, bit rates and formats so it can play smoothly on different devices and connections. Platforms create several versions of every video.
How does video streaming work?
The video is cut into short segments in several qualities and delivered through a CDN. The player requests the segments one by one and switches quality as the connection changes.
Do I need a CDN for video?
Yes, for any real audience. A CDN delivers video from locations near viewers, keeps playback smooth and takes load off your storage.
How do I protect paid or private videos?
Keep files in private storage, check sign-in, and give the player signed links that expire. Add encryption or digital rights management for high-value content.
What is the difference between video on demand and live streaming?
Video on demand plays files that are already prepared. Live streaming takes a video feed as it happens, prepares it on the fly and delivers it with a short delay.
Want this reviewed for your case?
CloudBrum architects can adapt this pattern to your documents, users, rules and budget, and estimate the cost. Nothing is sent until you choose.
Building something else?
Describe it in plain words and get matching services on all three clouds.
Service suggester → Cloud consulting →