VideoVerse Optimizes AI-Powered Sports Video Analytics and Editing, Achieving 10x Faster Onboarding and 70% Cost Savings

VideoVerse is a technology company specializing in AI video editing solutions. Founded in 2016, VideoVerse has offices in the US, Europe, and India and works with leading rights holders, sports broadcasters, and businesses around the world. The company’s flagship product is the software-as-a-service (SaaS) solution Magnifi, which uses cutting-edge AI and machine learning (ML) technologies to craft digital-ready video highlights in near real-time. Customers can also use the AI-powered Magnifi Studio Advanced Editor to easily create powerful video content, including subtitles, voiceovers, and images. Shyam Vyas, vice president of engineering for Magnifi at VideoVerse, explains, “Rights holders and sports broadcasters use Magnifi’s video editing capabilities to publish bite-sized clips of the action during live sports events to drive viewer engagement. They can also drop overlays and graphics onto the highlights using the platform.”

VideoVerse built Magnifi on Amazon Web Services (AWS). The Magnifi engineering team used Amazon Elastic Compute Cloud (Amazon EC2) virtual instances to host the platform’s applications while customers were manually onboarded. “Setting up new customers involved creating new servers, deploying software, and configuring end-to-end pipelines to ingest, edit, store, and distribute content,” recalls Vyas. The team also had to physically scale the AWS infrastructure behind its AI and ML infrastructure and build streaming solutions for popular communication protocols for video and audio. Vyas continues, “To drive the business forward, we wanted to optimize our AWS infrastructure and automate processes to deliver a more agile service to customers while freeing up our engineers to focus on development.”

VideoVerse decided to migrate its Magnifi platform to AWS Media Services to transport, prepare, process, and deliver live and on-demand content in the cloud. Vivek Gurjar, head of engineering for Magnifi at VideoVerse, says, “AWS offers a comprehensive set of tools tailored to build a media solution end-to-end. Thanks to our experience with AWS and the readily available services, we felt at ease about moving to AWS Media Services.” In addition to AWS, VideoVerse worked closely with its long-term AWS Partner, Workmates Core2Cloud Solution. Workmates Core2Cloud has been involved with VideoVerse since the early days of its cloud journey, playing a crucial role in scaling and deploying AWS services on the Magnifi platform.

Basanta Kumar Rana, cofounder and CEO of Workmates Core2Cloud Solution, reflects on the partnership: "From the early days of VideoVerse’s cloud journey, we’ve supported their vision by ensuring seamless deployment and scalability across AWS services.” For reliable, secure, and flexible transport of live video, VideoVerse adopted AWS Elemental MediaConnect and uses AWS Elemental MediaLive for video processing. Additionally, AWS Elemental MediaPackage is utilized for live-to-VoD conversion through the MediaPackage Harvest feature. The company also deployed AWS Elemental MediaConvert for file-based video transcoding and format conversion, ensuring broadcast-grade multiscreen delivery for on-demand content. One of the key benefits of AWS Elemental Media services is that they’re fully managed—meaning VideoVerse can handle workload demands seamlessly without worrying about infrastructure scaling, even during spikes in demand. This reduces the need for upfront costs, as VideoVerse only pays for the resources it uses.

To simplify building, training, and developing ML models, the Magnifi team switched to Amazon SageMaker, a fully managed AWS service that streamlines the entire ML workflow. Amazon SageMaker not only handles scaling, load balancing, and security but also offers tools for data labeling, bias detection, and model monitoring. Additionally, the service integrates natively with Amazon Simple Storage Service (Amazon S3). Vivek comments, “The integration with Amazon S3 means we can seamlessly store and scale our storage for the 40-plus ML models we have in continuous development.” The scalability of Amazon SageMaker also helps Magnifi more efficiently handle multiple live sports events. With Amazon SageMaker, the platform’s 40-plus models can infer and process live content at 220 frames per second—a 400 percent improvement on the legacy solution—to identify moments for packaging as bite-sized highlights in near real-time. “With our legacy system, we couldn’t maintain the same rate of inference and processing; this led to delays between live events and the highlights of possible hours,” Vivek explains.

As the integration of AWS services evolved, other key leaders also noticed significant improvements. Shalesh Jagal, vice president of Engineering & Products at Illusto, highlights the transformative impact AWS services have had on their operations: “AWS MediaLive and AWS MediaConnect have significantly simplified our processes so we can scale on-demand and meet real-time broadcasting needs. The auto-scaling features have been a game-changer because we can serve multiple broadcasters with near-zero latency—something that would have been impossible with a manual setup.”

By migrating to AWS Media Services, VideoVerse transformed Magnifi’s efficiency. The automation features in AWS Media Services led to a tenfold increase in speed, helping customers serve their viewers more effectively. “With our legacy platform, when a customer requested multiple live-streaming channels for viewers, it could take a couple of hours to get the infrastructure in place—but with AWS Media Services, we can do it with a couple of commands,” says Vyas. Onboarding new clients is also significantly faster. Vyas comments, “It used to take up to a couple of days to onboard a customer, but with AWS Media Services, it takes no more than 15 minutes.” At the same time, the combination of Amazon S3 and Amazon CloudFront ensures that video highlights are delivered to viewers quickly. “With Amazon CloudFront and Amazon S3, we can deliver video across multiple channels at low cost and low latency,” Vyas adds. Amazon CloudFront helps to deliver streams quickly, play them with consistency, and deliver high-quality video to any device with Amazon S3 and AWS Elemental integration.

By optimizing its AWS infrastructure, VideoVerse is driving Magnifi’s rapid market growth. “The improved performance on AWS is helping Magnifi gain significant traction among top-tier sports content providers globally,” says Vyas. “This momentum is fueling our expansion into key regions, including the US.” As more content providers experience the benefits, demand continues to rise. Vyas adds, “With AWS, Magnifi is helping our customers cut video production costs by around 70 percent and reduce production time by up to 90 percent.”

VideoVerse is now working closely with AWS on the continued integration of artificial intelligence (AI), including generative AI, into Magnifi. For example, the company recently integrated Amazon Transcribe, which automatically converts speech to text, into Magnifi Studio Advanced Editor. The company plans to evaluate how Amazon Bedrock can help fine-tune existing models and support an advanced multimodal AI system to help integrate multiple data types. Concludes Vyas, “The simplicity and reliability of AWS services means we can keep the focus on exploration. AI will have a big role in enhancing our services, which excites us about our future on AWS.”