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Amagi

Category: AI in Media / Gaming / Entertainment

A global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), providing end-to-end solutions for content creation, distribution, and monetization. Amagi was founded in 2008. The company is led by Baskar Subramanian. Based in Bengaluru, India. Team size: 500-1000. Total funding raised: ~$480M+ total. Latest round: IPO (Jan 2026 at $821-867M valuation). Key investors include General Atlantic, Accel, Norwest Venture Partners, Premji Invest, Avataar Ventures, Nadathur Holdings.

Founded
2008
Headquarters
Bengaluru, India
Team size
500-1000
Total funding
~$480M+ total

Value proposition

Enables media companies to launch and manage linear channels in the cloud with zero hardware dependency, reducing CAPEX by up to 40% while increasing global distribution reach.

Products and solutions

Amagi CLOUDPORT (Cloud-native channel playout platform), Amagi THUNDERSTORM (Server-side dynamic ad insertion - SSAI), Amagi CONNECT (Global FAST channel distribution marketplace), Amagi ADS PLUS (Premium CTV ad inventory management), Amagi PLANNER (AI-powered content scheduling and planning), Amagi DYNAMIC (Live orchestration for sports and news)

Unique value

Pioneered the 'FAST' (Free Ad-supported Streaming TV) category globally by moving the entire broadcast workflow—from playout to monetization—into the public cloud.

Target customer

Traditional broadcasters, Tier-1 TV networks, content owners, OTT platforms, and FAST channel operators.

Industries served

Media & Entertainment, Broadcast Television, Streaming & OTT, Digital Advertising (AdTech), Sports & Live Events

Technology advantage

Proprietary cloud-native architecture that supports 99.99% reliability for 24/7 linear feeds, integrated with AI-driven automated ad-break detection and metadata generation.

How they differentiate

Amagi provides a truly cloud-native, end-to-end 'Create-Distribute-Monetize' stack. Unlike legacy competitors moving to the cloud, Amagi was built there, offering superior agility for FAST (Free Ad-supported Streaming TV) and integrated server-side ad insertion (SSAI) through its proprietary 'Thunderstorm' and 'Amagi CONNECT' marketplace.

Main competitors

Wurl, Harmonic, Brightcove, Imagine Communications

Key partnerships

AWS (Advanced Technology Partner), Google Cloud (Strategic Cloud Partner), NVIDIA (AI/ML infrastructure), Platform Partners: Roku, Samsung TV Plus, VIZIO, LG Channels, and Plex

Notable customers

NBCUniversal, Paramount, A+E Networks, Roku, Samsung TV Plus, VIZIO, Vice Media

Major milestones

Achieved Unicorn status in March 2022 with a $1.4B valuation, Surpassed 3,000+ cloud-managed channels and 100+ million viewers, Launched Amagi CONNECT, the world's largest FAST channel marketplace, Topped the Indian startup funding charts in January 2026

Growth metrics

Estimated ARR of $150M+; achieved Unicorn status in 2022; supports 3,000+ channels across 50+ countries.

Market positioning

Global leader in cloud-based SaaS for broadcast and Connected TV (CTV); the dominant 'pure-play' cloud provider for the FAST ecosystem.

Geographic focus

Global, with primary revenue engines in North America and Europe, and significant R&D and market leadership in the Asia-Pacific (India) region.

Patents and IP

Holds multiple patents in cloud-based media playout, dynamic content insertion, and digital watermarking for media monitoring.

About Baskar Subramanian

Baskar Subramanian is a serial entrepreneur with over 25 years of experience in the tech industry. Before co-founding Amagi, he co-founded Impulsesoft, a pioneer in wireless audio technology that was acquired by SiRF Technology (NASDAQ: SIRF) in 2005. Following the acquisition, he served as a Director at SiRF. He began his career as a Software Engineer at Texas Instruments, focusing on digital signal processing (DSP).

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