Amagi
Amagi is a cloud platform for FAST, OTT operations and CTV monetisation.
Analyst Perspective
Amagi is a cloud media technology company serving broadcasters, content owners, streaming platforms and media operations teams. Its core business is software for running live, linear and video-on-demand streaming workflows, including content ingest, scheduling, cloud playout, distribution, analytics and remote production. It is particularly oriented around FAST and OTT environments, where customers use the platform to launch, manage and scale channels without relying on traditional broadcast infrastructure.
Analyst Signal Briefing
Updated: 1 Jul 2026Amagi has expanded its media management and monetisation capabilities through the launch of Amagi Planner, a new scheduling tool for broadcasters, and Amagi Newspulse, aimed at news broadcasting. Furthermore, a partnership with Anoki has introduced scene-level contextual targeting and in-scene overlay ad formats for FAST channels. These technical updates focus on operational streamlining and refined ad delivery within the CTV ecosystem, supported by performance results from recent agency testing.
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Key insights about Amagi
Category Differentiation
This is a B2B cloud media operations and CTV monetisation company, not a consumer streaming service. It should also not be confused with a pure broadcaster, studio or standalone ad network.
Amagi: About
Amagi provides cloud-native software and infrastructure for the operational layer of streaming television. It creates value by replacing fragmented broadcast hardware and point tools with an integrated platform that covers preparation, playout, distribution, monetisation and analytics. It also extends into transaction-driven advertising by connecting inventory owners with demand through server-side ad insertion and a CTV advertising marketplace.
How Amagi Works & Monetises
Business model analysis and core revenue streams
Amagi uses a hybrid monetisation model. The main layer is SaaS-style platform revenue from licensing cloud modules for playout, workflow orchestration, media management, analytics and production operations. A second layer comes from advertising-related take rates and revenue-share arrangements through its SSAI product and CTV/FAST marketplace, where it participates in monetisation of customer inventory via programmatic and direct demand.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Amagi: Key Competitors & Alternatives
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Cloud software for live broadcast production, routing and channel monetisation.
Recent Signals (Amagi)
Amagi Launches New Scheduling Tool
Amagi has introduced a new scheduling tool, Amagi Planner, designed to enhance media management and streamline operations for broadcasters and content owners.
Read original sourceFAST Channels Drive CTV Ad Format Innovation
FAST (free ad-supported streaming TV) channels are being used as a low-cost, high-volume sandbox for experimentation in CTV advertising, where publishers and tech partners are testing new formats, targeting tools and programmatic buying methods. Anoki and Amagi — partners since 2024 — developed scene-level contextual targeting and in March released an overlay in-scene ad format that serves contextually relevant creative within scenes in real time. Anoki’s ContextIQ platform enables marketers to block/whitelist titles and filter scenes by content. Early case-study results reported by Anoki show measurable lifts in visit intent and brand association. Agencies such as Dentsu have tested the format and performance-focused advertisers are increasingly open to buying FAST inventory to tie creative more tightly to on-screen context.
Read original sourceAmagi: Frequently Asked Questions
What is Amagi?
Amagi is a cloud media technology company that provides software for FAST, OTT and linear streaming operations, plus CTV monetisation tools.
Who uses Amagi?
Broadcasters, content owners, streaming platforms, channel operators, media operations teams, advertisers and agencies use its products.
How does Amagi make money?
It earns subscription revenue from cloud software modules and transaction or revenue-share income from SSAI and its CTV advertising marketplace.
Company Facts
- Founded
- 2008
- Headquarters
- Raj Alkaa Park, Sy. No. 29/3 & 32/2, 4th Floor, Kalena Agrahara Village, Begur Hobli, Bengaluru - 560076, Karnataka, India
- Core Segment
- AdTech Vendor
- Company Size
- 501–1,000
- Official Link
- amagi.com