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Google Acquires Anvato, Steps into OTT Video Processing

July 11, 2016

Google wants to dive further into the cloud-based video processing market. It announced last week that it has acquired Anvato, a video processing service provider which has insisted that it is “the only video platform that guarantees video playback and monetization from signal to every screen.”


Analysis of the original Google blog post, which dropped on Thursday, arrived at Digital Trends with that quote and the knowledge that Anvato has gathered such high-profile clients as NBC, Fox Sports and Univision. These clients and others use the platform to handle an array of video processing tasks such as publishing and streaming; they can offer content easily to their customers on many devices, in large part streamed on the internet. Now Google has a reach into that capability because it has brought Anvato into its Google Cloud Platform.

Google described Anvato’s development as a “software platform that fully automates the encoding, editing, publishing, and secure distribution of video content across multiple platforms.” The search giant noted that this acquisition would play into the growing demand for over-the-top (OTT) services where consumers can find audio and video on the internet as opposed to their televisions. The biggest television staples such as NBC have begun to embrace the demand for OTT and have obviously begun to look to service providers such as Anvato to get them in a position to monetize their web-based offerings.

This pairing of services is expected to make on-demand audio and video accessible to consumers on their smartphone, personal computers, tablets and even workplace devices. It can spread to any location with speedy internet access and a modern web browser or ability to run apps.

Google said it is thrilled to have Anvato join its Cloud Platform, which has long addressed the entertainment industry and will double down on its efforts with this purchase. The pair did not disclose the terms of the deal, though exact figures are expected to land within a few months. From here, consumers should continue to look to Google to get an early glimpse of new services that could arrive as a direct result of Anvato’s joining.




Edited by Alicia Young

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