As consumer device capabilities increase, the demand on services to deliver higher quality with greater resolution with the lowest latency is increasing.  The demand is growing faster than the adoption necessary by next generation technologies to ultimately deliver.  With so many opportunities to improve user experience, it’s important to understand what areas of investment will offer the greatest benefit. In this talk, you will learn why software performance and bitrate optimization are the two most important factors for delivering advanced entertainment services. We’ll introduce cutting edge approaches that are in the market today and able to increase video encoding software performance by a factor of two, and reduce bitrate of all cloud gaming and immersive entertainment streams by as much as 50%.