Adobe to acquire Video Review & Collaboration Platform for US$ 1.275 billion

Sep, 2021 - by CMI


The acquisition was intended to create a collaborative video editing platform that would speed up the video editing process in Adobe tools such as Adobe Premiere Pro, After Effects.

Adobe stated that the combination of its video editing applications with's review and approval functionality, would result in a collaboration platform that would accelerate the video editing process. Customers and partners of will benefit from the company's strong plug-ins and third-party application support, as well as the combined Adobe Creative Cloud and teams' innovation. was established in 2014 to address the workflow issues that filmmakers experienced on a regular basis., which now has over a million users across media and entertainment organizations, agencies, and global brands, simplifies the video production process by allowing video editors and project contributors to collaborate smoothly using cloud-first workflows. Furthermore, the company claims quicker upload speeds than competing cloud hosting providers such as Box, Vimeo, Dropbox, and others. workflow capabilities will be built directly in Adobe Creative Cloud tools including Adobe Premiere Pro, Adobe After Effects, and Adobe Photoshop, allowing Creative Cloud clients, from video editors to producers to marketers, to collaborate on video projects efficiently. The platform streamlines the video creation process by centralizing media assets such as dailies, storyboards, scripts, work-in-progress, and more, while also allowing for frame-accurate comments and feedback, remarks, and real-time approvals.

The acquisition is scheduled to close during Adobe's fiscal year 2021's fourth quarter, subject to regulatory approval and standard closing conditions. Emery Wells, founder and John Traver co-founder of will join Adobe after the acquisition is completed. Emery Wells will remain in charge of the team, reporting to Adobe's chief product officer and EVP of Creative Cloud, Scott Belsky. Adobe Creative Cloud's commitment to facilitating collaboration across all contributors of creativity has grown with the acquisition of and now goes beyond Adobe's applications to the expanding number of third-party services across the creative ecosystem.