Read the pitch deck a media tech firm used to raise $95 million to help content owners like NBCUniversal and Gannett run their streaming channels


Baskar Subramanian, cofounder and CEO of Amagi

  • Amagi raised $95 million to capitalize on the surging popularity of ad-supported streaming TV.
  • The company is using those funds to invest in the news and sports categories.
  • It also plans to nearly double its headcount.

Ad-supported streaming TV is surging, and media tech company Amagi raised $95 million to help content owners build their own channels and distribute them to AVOD platforms like Samsung TV Plus, The Roku Channel, and Pluto TV. Amagi also provides tools to help content owners sell their own ad inventory.

Led by Accel Ventures, this seventh round of funding gives Amagi a valuation of more than $1 billion and brings its total funding to $245 million. 

Founded in 2008, Amagi is trying to take advantage of the recent explosion of ad-supported streaming by creating and distributing channels focused on news and sports, and helping those content owners sell their own inventory.

It’s already made headway. Amagi runs the backend for NBCUniversal’s Peacock platform, and tackled big projects like the Tokyo Olympics. And Gannett tapped Amagi to oversee tech solutions for its OTT properties on more than a dozen platforms including Amazon News and Samsung TV.

Amagi is also experimenting with tech that categorizes audiences across streaming channels based on the content they watch. CEO Baskar Subramanian said he believes these personas will be invaluable to advertisers who have to find new ways to target consumers once cookies go away.

To support these goals, Amagi will add another 300 people over the next two years across its sales, marketing, technical account management, pre-sales engineering, and product development teams. The company currently has about 450 employees, according to LinkedIn.

Amagi claims its revenue increased by 108% year-over-year in 2021. Part of the tech’s allure, according to Protocol, is that it’s cheaper for legacy broadcasters to use Amagi’s cloud-based solutions rather than run their build and support the infrastructure themselves.

Scroll down to read select slides from Amagi’s pitch deck.

Amagi boasts that it distributes more than 2,000 channels, presenting 25 billion ad opportunities.



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Amagi lays out all the different platforms where it distributes its clients’ content.



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Amagi says it not only helps create channels, it also distributes, monetizes, and builds insights about clients’ content.



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Amagi goes through how its distribution and monetization products work.



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Amagi serves three primary kinds of clients: broadcasters, content owners, and streaming TV platforms.



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Amagi touts all the ad-supported platforms in its network, which ranges from Vizio to Apple TV Plus.



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It describes how its automation platform helps clients quickly create linear and OTT channels.



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Amagi says it can help clients seamlessly schedule their monthly content with commercial breaks.



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Amagi says its live feature can help channels manage their live coverage.



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Amagi says it handles live sports coverage for clients like EuroSport and the Pac-12.



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Amagi allows clients to experiment and customize their graphics for live sports coverage.



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Tegna, The Young Turks, and Yahoo Finance all use Amagi to make news production more efficient.



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Amagi also provides news graphics features for its clients.



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Amagi says its gives clients a “bird-eye view” of multiple video-on-demand workflows.



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Amagi’s Thunderstorm service allows ad-supported channels to access more than 25 billion ad opportunities.



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Amagi allows advertisers and ad-supported channels to use formats like brand and product insertions that are less intrusive to audiences.



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Amagi provides data analytics insights that advertisers to track where their ads popped up and who saw them.



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Amagi also showcases its customer support.



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