Google has bolstered its capabilities in the video streaming market through acquiring video platform Anvato which will join its cloud business unit.

Anvato provides a software platform that fully automates the encoding, editing, publishing and secure distribution of video content across multiple platforms. The acquisition will improve Google’s capabilities to recruit media companies to its cloud storage business, in the long-term quest to gain ground on Microsoft Azure and AWS in the cloud market segment.

“Anvato’s Media Content Platform, which counts many large media companies as customers, will complement our efforts to enable scalable media processing and workflows in the cloud,” said Belwadi Srikanth, Senior Product Manager at Google. “The cloud is transforming the way video content is created and distributed to an array of connected devices, as well as the way users engage with this content. And in recent years, the adoption of over-the-top (OTT) technologies has emerged as a critical platform for delivering rich audio, video and other media via the Internet.”

Offerings such as Anvato’s have been pushed to prominence in recent years as more video content moves into the OTT category. Google already counts a number of media outlets as customers, including Sky News and Spotify, though the continuing OTT trend will generate more demand for cloud services. The Anvato purchase will add several other media heavy hitters to the customer list such as NBCUniversal, Univision, Scripps Networks, Fox Sports, Media General.

“We are thrilled to bring together Anvato with the scale and power of Google Cloud Platform to provide the industry’s best offering for OTT and mobile video,” said Alper Turgut, CEO at Avanto. “This will allow us to supercharge our capabilities, accelerate the pace of innovation, and deliver tomorrow’s video solutions faster, enabling media companies to better serve their customers.”