How Bengaluru-based Amagi conquered the global cloud video market: Ken

(The column first appeared in The Ken on October 18, 2021)


  • How the world’s largest media conglomerate aired this year’s Olympics to its US audience is now a case study in the global broadcasting industry. Gone were the large, hardware-filled studios normally used to carry out the highly complex backend operations required for live streaming. Instead, media operators at Comcast’s NBC controlled the Ultra HD feed for the world’s largest sporting event from a browser interface at their homes this time.This revolutionary change was brought about thanks to innovations in cloud technology pioneered by a Bengaluru-based startup—Amagi Media Labs. Amagi is well-known in the global media industry for its software-as-a-service (SaaS) offerings for broadcast and streaming TV on the cloud. Its platform currently powers backend technology for content that reaches smart TVs in over 200 million households worldwide. It has more than 55% of the market share in distributing content to the market…

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