What is HbbTV?
HbbTV, or Hybrid Broadcast Broadband TV, is a global initiative that aims to harmonize the delivery of entertainment services by integrating traditional broadcast TV with broadband internet on connected TVs, set-top boxes, and multiscreen devices1. This hybrid combination offers richer and more interactive ways for consumers to engage with content, enhancing the viewer experience.
HbbTV leverages both broadcast (such as satellite, cable, or terrestrial TV) and broadband (Internet) technologies to deliver enhanced content and services. It uses web technologies to deliver interactive services like teletext, catch-up TV, VOD, interactive ads, voting, and games directly on the television screen. The HbbTV Association2, which leads this initiative, focuses on promoting open standards for hybrid TV services, ensuring ongoing development and providing resources for industry players to stay aligned with the latest innovations.
HbbTV market adoption
The first version of the HbbTV standard, known as HbbTV 1.0, was published in June 20103. The most popular regions using HbbTV are in North Asia, Middle East, Europe and Oceania. Klaus Merkel from Rundfunk Berlin-Brandenburg (RBB) said, “HbbTV is highly popular in Germany, included in all smart TVs, resulting in a high market share. Its usage is growing internationally as more people watch video content on large TV screens.”
The market adoption is heavily dependent on the rules for each country. Germany, the Netherlands, and France were among the first to launch HbbTV services. The UK adopted HbbTV with its Freeview Play standard, and it has gained interest beyond Europe, including in Australia, South-East Asia, and Africa.
Figure 1: HbbTV deployments4
How HbbTV works
HbbTV merges traditional TV broadcasting with Internet services to offer an enhanced, interactive viewing experience. The hybrid devices, such as set-top boxes or HbbTV-enabled TVs, are simultaneously connected to both the broadcast network and the Internet.
When connected to the Internet, the hybrid devices can access more advanced features like catch-up TV, Video-on-Demand (VoD), and additional interactive services. The broadcast stream includes metadata that signals the availability of HbbTV services, and the device fetches the relevant application from a web server through the broadband connection. The video is delivered using streaming protocols like MPEG-DASH or HLS, which allow adaptive bitrate streaming for smooth playback regardless of the viewer’s internet speed. Recent HbbTV specifications also support Media Source Extensions (MSE) and Encrypted Media Extensions (EME) to optimize streaming and manage DRM-protected content.
When the HbbTV application is detected, the device may either launch it automatically or prompt the user to activate it. Once active, users can interact with features like on-demand videos, polls, or shopping options, all while watching their live broadcast. This interaction is typically done through a remote control or a smartphone. HbbTV also enriches traditional features like the Electronic Program Guide (EPG) by adding detailed program information, personalized recommendations, and other Internet-enabled services.
Figure 2: How HbbTV works5
Benefits of streaming on HbbTV
HbbTV provides a standardized and efficient way to bring OTT apps into the broadcast environment—a familiar space for viewers. This is one reason why HbbTV is widely adopted in many markets. For media and entertainment companies, building an app for HbbTV is straightforward since it’s web-based and follows standardized protocols. But the benefits go beyond this:
- Easy to set up & broad compatibility: HbbTV is designed to work with various broadcast standards and is compatible with most modern web-based smart TVs. There’s no need to install apps locally, as they are built into the TV’s signaling.
- Interactive viewer experience: By combining the strengths of broadcast TV and broadband, HbbTV delivers interactive and on-demand content. It allows viewers to interact with the content, participate in surveys, or even make purchases directly from their TV. This is a unique experience in contrast with the traditional one-way TV viewer experience.
- Relevant ads for increased revenue: Ads can be tailored to specific audiences based on factors such as geographic info, time of day, interests and other individual profile info. This targeted approach allows for more effective ad placement, potentially boosting CPM and overall ads revenue.
- Real-time analytics with HbbTV: HbbTV technology enables broadcasters to access both real-time and traditional viewership statistics. This data offers valuable insights into audience behavior, allowing for more informed, data-driven decisions and the ability to respond quickly to viewer trends and changes.
Common Challenges of Streaming on HbbTV
Streaming content via HbbTV can be a great option for viewers when everything works well. However, media and entertainment companies may encounter some challenges when optimizing video playback on HbbTV.
- Version fragmentation: From HbbTV 1.0 to HbbTV 2.0.4, different versions have different specifications. While newer versions from 2.0.3 onwards support MSE/EME, older versions do not. This difference complicates video playback compatibility across varying versions. For example, in Greece many OTT providers still support devices running HbbTV 1.1. While some providers are considering only supporting versions from 1.5 and above, they would be hesitant to do so because a significant number of viewers still can only use 1.1.
From the beginning, many media companies have engaged in whitelisting or blacklisting HbbTV versions or devices due to significant variations in implementations across different devices and manufacturers. This inconsistency is a major challenge, especially since many HbbTV devices are quite old, as TVs are not frequently replaced.”
– Tommi Järvinen, project manager from Sofia Digital.
- Switching experience: While basic on-demand, no-DRM (Digital Rights Management) playback works well, issues can arise when switching between the broadcast signal and the HbbTV app. Plus, ensuring a smooth ad transition is one of the main challenges too.
- Choice of video format: Deciding on the video format for HbbTV, such as MP4 or DASH, and choosing the specific DASH flavor that is compatible with various TV models, presents a significant challenge. For example, if HbbTV requires the DVB-DASH format, OTT providers must either supply their streams in this format or use a video player that is flexible enough to support it. This means that providers need to ensure their content is accessible across different devices, each with unique requirements. Failure to do so can lead to compatibility issues, limiting the reach and effectiveness of their service. Additionally, the necessity to accommodate these varying formats often involves additional development resources and time, further complicating the deployment process.
- Ad-insertion challenge: Similar to other smart TVs, using a native video player for HbbTV presents limited flexibility due to the constraints of the TV model’s capabilities. When inserting an ad stream, the need to switch sources can result in a black screen during transitions.
Integrating DASH streams with ads in HbbTV involves ensuring compatibility across diverse devices, synchronizing ad markers, and managing transitions for a seamless viewing experience. The varying specifications of HbbTV devices make uniform implementation challenging, often requiring extensive testing and potentially limiting advanced features.
Maintaining control over our content is crucial, but introducing external commercials poses challenges. We can’t always predict their parameters, which can disrupt our application. Ensuring ads play smoothly and transition seamlessly back to the original content is essential for a high-quality user experience. As a public broadcaster, our priority is reaching a wider audience while maintaining strong viewership with high-quality content.”
– Francesc Mas, from CCMA.
- Testing capabilities: Testing is an essential phase before launching your OTT application. The testing phase presents significant challenges due to the wide range of devices, models, and brands. To thoroughly test everything, media and entertainment companies would need an extensive lab filled with various TVs. Additionally, it requires a substantial amount of time. While automation can help streamline the process, it’s not possible to automate every aspect of testing, adding to the complexity and time required.
Video Player Options for Streaming on HbbTV
Given these challenges, how can you ensure a smooth viewing experience across such a wide range of devices? And what are the best video player options available for HbbTV today? Let’s look at some most common options.
Native video player for HbbTV
One option is to use the native player, usually a basic HTMLVideoElement used for HTML, and with some specifics for HbbTV. The advantage is that it is designed to be compatible with a wide range of HbbTV devices. However, the downside is that it offers a limited set of features. “In Finland, having subtitles is important, all the services have subtitles in different languages including Swedish and Finnish. The problem with the native player is that some of the devices cannot show subtitles automatically or showing them cannot be controlled sufficiently.” said Tommi Järvinen, project manager from Sofia Digital.
Open-source video players for HbbTV
When using open-source video players for HbbTV, the customization options are limited because HbbTV isn’t a primary focus for most of these players. “Organizations often deploy separate players for HbbTV, web, and mobile platforms, which complicates efforts to maintain a unified look and feel as well as a consistent user experience,” noted Stathis Michail, Managing Director at Epeegee.
Dash.js is an open-source MPEG-DASH video player and the official reference player from the DASH Industry Forum (DASH-IF). Given HbbTV’s focus on DASH playback, dash.js is also utilized in the official HbbTV reference test application for MSE/EME. In summary, dash.js supports newer versions of HbbTV (after version 2.0.3) that include MSE/EME, though support for older HbbTV versions is not guaranteed.
Similarly, hls.js, video.js and Shaka player also support newer versions of HbbTV with MSE/EME. However, they might not work on the older versions of HbbTV with native playback where there is no MSE/EME support.
To sum up, open-source video players can do a good job on more recent devices but it gets challenging on older devices, specifically when running more complex use-cases such as DRM, CSAI and SSAI.
Dolby’s THEOplayer for HbbTV
Dolby’s THEOplayer supports both newer HbbTV versions and older ones that lack MSE/EME support. Tested and validated by the industry, THEOplayer offers the latest evolution in HLS and DASH, along with premium features. Having a single video player that works seamlessly across all HbbTV devices simplifies operations significantly—and the benefits go even further:
- Deliver premium viewer experiences with smooth ad transition: In the HbbTV environment seamless ad transitions can be tricky, especially with DRM-protected content. Thanks to its Seamless Switch Strategy, THEOplayer can deliver smooth transitions between content and ads. For the HbbTV versions that support MSE/EME, this approach helps overcome the limitations of default native video playback solutions, providing a polished viewing experience for HbbTV users.
- Enjoy peace of mind with stable playback performance: Many HbbTV devices operate on outdated browsers with limited native video playback capabilities. THEOplayer offers a solution by dynamically adapting to the specific capabilities of each device and adjusting to changing network conditions. Its Adaptive Bitrate (ABR) algorithms, optimized for a wide range of HbbTV devices, ensure stable and smooth playback across varying technical environments.
- Save time with ready-made connectors: THEOplayer simplifies DRM implementation on HbbTV platforms by providing open-source connectors for various vendors, such as EZDRM and Comcast. Additionally, it includes connectors for third-party ad insertion and analytics solutions, accelerating your time-to-market.
How to optimize video playback on HbbTV
Through discussions with industry experts, we’ve gathered key recommendations for optimizing video playback on HbbTV:
- Define your priorities: Before selecting a solution or video player for HbbTV, determine the priorities for the OTT app: broad device support or premium features. Traditionally, choosing one has meant sacrificing the other, but advancements in streaming technology now allow for both. Solutions like THEOplayer offer both wide device coverage and premium features, making early decision-making more efficient and cost-effective.
- Test, test, and test: Don’t underestimate the importance of testing. Depending on the availability of internal resources, it might be worth considering using an external partner for testing. There are HbbTV Registered Test Centers that offer HbbTV testing services to the market, for those manufacturers, operators or integrators who do not wish to do HbbTV receiver testing in-house.
- Work with a partner or commercial video player: When talking to industry professionals, they recommend media companies partnering with an external provider or using a commercial video player like THEOplayer. These solutions are preferred due to their ability to handle complexity and adapt quickly to changes, unlike in-house solutions that can be resource-intensive and slow to update.
A high-quality player is essential, as viewers increasingly expect OTT platforms to offer multiple subtitles and audio descriptions. To meet these demands and enhance the overall user experience, a superior player is required to manage these features effectively. Additionally, everything—from digital rights management (DRM) to user interaction—hinges on the player, which serves as the primary point of engagement for the end user.”
Stathis Michail, Managing Director at Epeegee.
Summary
HbbTV enhances traditional TV with interactive features, integrating broadcast and broadband technologies. It stands apart from traditional and smart TVs, offering unique advantages as well as challenges. Native or open-source players often fall short in fully supporting HbbTV. Native players tend to compromise on features, while open-source options demand ongoing maintenance and can be unreliable across different devices.
Among commercial video player options, Dolby’s THEOplayer stands out as a reliable choice for HbbTV video playback with its high pass rates on both new and older HbbTV devices and ensuring smooth ad transitions and stable performance. It also supports easy integration of third-party DRM, ad insertion, and analytics solutions. For media companies seeking a robust, adaptable solution, leveraging a commercial video player like THEOplayer is an effective way to enhance the HbbTV viewer experience.
[1] Reference: https://www.hbbtv.org/overview/
[2] https://www.hbbtv.org/
[3] Reference: https://developer.hbbtv.org/tutorials/hbbtv-versions/
[4] Reference: https://www.hbbtv.org/deployments/
[5] Graph original source: https://www.yozzo.com/industry-news/media-broadcasting/hbbtv-hybrid-broadcast-broadband-tv/
