Google has bought a US-based company called Anvato, a cloud based platform for encoding, editing, publishing and distribution across different screens. Anvato will join Google’s Cloud Platform and will enable scalable media processing and workflows in the cloud. The financial details of the deal were undisclosed.

Until now, Google’s Cloud Platform’s media solutions only allowed users to render animation or special effects.

TechCrunch points out with this acquisition, Google will be looking to push its cloud platform as an option for media companies. Anvato counts media companies such as NBCUniversal, Univision, Scripps Networks, Fox Sports, Media General as its customers. A full list of their customers here.

“With OTT adoption rapidly accelerating, the Cloud Platform and Anvato teams will work together to deliver cloud solutions that help businesses in the media and entertainment industry scale their video infrastructure efforts and deliver high-quality, live video and on-demand content to consumers on any device — be it their smartphone, tablet or connected television,” Google mentioned on its blog.


In August 2015, Amagi launched  a managed playout service that helps broadcasters simplify video content preparation, management and delivery using its cloud platform. Amagi’s platform would also let broadcasters manage assets and archives, traffic and scheduling and provide 24/7 monitoring.

It also added an ad insertion product called Thuderstorm that delivers targeted advertising for premium live sports and news feeds. Thunderstorm will allow TV networks to insert ads on the server side as opposed to the traditional client-side insertion.

Amazon Web Services has bought elemental while IBM has acquired UStream. Microsoft has Azure Media Services.

Moodstocks acquisition

Google acquired France based machine learning startup Moodstocks for an undisclosed amount.  Post acquisition, the entire team of Moodstocks will join Google’s R&D facility at Paris, and they will help strengthen visual recognition capability in Google’s image or video based products.