Tech

Google Acquires Media Streaming Startup Anvato

By Victor Thomson , Jul 08, 2016 04:50 AM EDT

Google is buying Anvato, a startup company specialized in providing video editing and processing capabilities, in order to increase its public cloud.

According to Fortune, Google's acquisition was announced on the Cloud Platform blog. Anvato is specialized in helping customers distribute media to screens of all sizes.

Anvato's services are uses by customers such as CBS, NBCUniversal, Cox Media, Local Media, MSNBC, Fox Sports, HGTV, Univision, Telemundo and Bravo to distribute video to Android, iOS, desktop and connected devices. The company's technology allows its customers to power live streams, edit videos in the clouds, handle TV Everywhere, pay-per-view and subscription payments, as well as insert ads.

Anvato offers an end-to-end service for video publishing and monetization, something that Google Cloud Platform doesn't currently provide. Distribution technologies like Anvato's are a big deal, since seemingly every company wants a lot of video available on demand. Displaying video correctly on various screens is a key concern that companies like it address.

Google did not disclose the terms of the deal. However, the latest acquisition made by the high-tech giant proves that the company is aiming to get deeper into the tech side of the video and broadcasting business. Anvato will join its Google Cloud Platform team and the startup's technology will complement Google efforts to enable scalable workflows and media processing in the cloud.

According to Tech Crunch, Google senior product manager Belwadi Srikanth writes in today's announcements that Google is planning to enhance its cloud solutions that help businesses in the media and entertainment industry. The acquisition of Anvato will help deliver technologies that help customers scale their video infrastructure efforts and deliver high-quality, live video and on-demand content on any device, from connected television to tablet and smartphone.

The Anvato team writes that this acquisition by Google will bridge together its technology "with the scale and power of Google Cloud Platform." As a division of Google, the Anvato team will continue to focus in providing the industry's best applications for mobile video and OTT.

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