The accelerated growth in video consumption across OTT platforms, sports, gaming, short-form videos, and user-generated content has put significant stress on the core functional blocks of video workflow - Generation, Distribution, and Consumption. Hence, service providers find it imperative to explore methods towards optimizing bandwidth usage, improving video quality, and supporting multiple simultaneous connections. Ittiam’s AI powered content adaptive encoding solution, ThinKode, optimizes bandwidth usage by providing 30% to 50% bitrate savings when used alongside any compression technology, compared to the bandwidth usage by the same compression technology alone, without ThinKode. AI powered analysis of content and desired visual quality metrics (VMAF, eSSIM) enables ThinKode to produce visually better video at lower bitrates, reducing buffering during client playback while optimizing the CDN cache / storage. ThinKode has been field- proven for VoD and Live Streaming across variety of content classes – OTT, Sports, Gaming and UGC. Complementing this bitrate optimizer on the production and distribution side is Ittiam’s Device Lab Analytics framework which hosts a farm of mobile devices for analysing playback characteristics of client devices. This analytics powers the choice of encoding recipes, deployed by leading service providers, ensuring enhanced user experience. Device analytics enables ‘at scale’ study of device characteristics. Such a study helps define the optimal operating sweet spot among a plurality of parametric choices across resolution, frame rate, bitrate and toolsets for a given video standard. This also helps service providers optimize the number of Adaptive BitRate (ABR) ladders that are employed for a given service type, region and/or consumption devices class. Ittiam’s Device Lab can also analyse encoding characteristics of mobile devices enabling service providers understand incoming input quality and tune encoding settings in their apps – leading to less compute in their cloud, OnPrem workflows.