Magisto

AI Video Editing Softwaremagisto.com

Magisto was an AI-powered video editing platform that automated the transformation of raw footage into polished videos for SMBs, marketing teams, and content creators. Founded in 2009–2010, it was acquired by Vimeo in 2021 and its technology now powers Vimeo's AI video editor.

Company typePrivate
Founded2010
HeadquartersMountain View, United States
Headcount51–100
GTM typeB2C
OfferingSoftware

What Magisto does

Magisto is an AI-powered video editing platform that automates the transformation of raw footage into polished, professionally edited videos. Its core technology applies machine learning to analyze video content, identify key moments, select transitions, and apply themes and styles, enabling users without technical editing skills to produce marketing, social media, and product-promotion videos. The platform was distributed as a self-serve SaaS product via web browsers and native iOS/Android applications, operating on a freemium/tiered subscription model targeting small and medium businesses, marketing teams, and individual content creators. Quantified customer outcomes reported in case studies include 200% increases in video engagement, 30% sales growth, 58% reductions in production costs, and 34% time savings on editing. The company was founded in 2009–2010 in Menlo Park, California, and raised approximately $22.5 million across four funding rounds between 2010 and 2014 from investors including Magma Venture Partners, Horizons Ventures, Qualcomm Ventures, SanDisk Ventures, and VK (ex. Mail.Ru Group).

In 2021, Magisto was acquired by Vimeo, a subsidiary of IAC/InterActiveCorp, and its AI editing capabilities were integrated into Vimeo's broader video platform. Post-acquisition, the magisto.com domain redirects to vimeo.com/features/video-editor, and Magisto's technology now powers features such as Vimeo's text-based video editor, automatic highlight reels, AI translation of audio and captions into multiple languages, auto captions and transcription, and a Premiere Pro integration. Vimeo has repositioned the combined offering as an end-to-end platform spanning hosting, editing, AI, analytics, screen recording, live streaming, webinars, and video monetization, targeting creative professionals, marketing teams, enterprises, and small businesses.

As of the current reporting period, Magisto no longer operates as an independent commercial entity; its brand and technology have been absorbed into the Vimeo product suite. Reporting on standalone Magisto financials, headcount trends, or product roadmaps is no longer separately disclosed, making forward-looking assessment of the legacy Magisto brand contingent on Vimeo's broader platform strategy.

Magisto firmographics

Firmographics

Name: Magisto
Legal name: Magisto
Website: https://magisto.com
Company type: Private
Founded year: 2010
Operating status: Acquired
Headcount range: 51–100 employees
Short description: Magisto was an AI-powered video editing platform that automated the transformation of raw footage into polished videos for SMBs, marketing teams, and content creators. Founded in 2009–2010, it was acquired by Vimeo in 2021 and its technology now powers Vimeo's AI video editor.
Ownership category
akta.pro rank

Magisto industry classification

Industry

Product category: AI Video Editing Software
NAICS: Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)
SIC: Services-Motion Picture & Video Tape Distribution (7822)
akta.pro industry: PRIMARYMPAHAGAI
Archive Restoration & Digitization (Film/Video/Audio Scanning, Remastering)
Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Media Asset Management & Archiving (MAM/DAM, Preservation)
SECONDARYMPAHAGAG
Metadata Management & Cataloging (Taxonomy, Semantic Search, AI Tagging)
Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Media Asset Management & Archiving (MAM/DAM, Preservation)
SECONDARYMPAHAGAH
Ingest, Indexing & Proxy/Mezzanine Generation
Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Media Asset Management & Archiving (MAM/DAM, Preservation)

Keywords

AI video editing
Automated video creation
Video marketing platform
Smart video editor
AI-powered video maker

Where Magisto is headquartered

Location

Headquarters

HQ city: Mountain View
HQ country: United States
HQ region: North America

Markets served

Magisto business model

Business model

GTM type: B2C
Offering type: Software
Cost components: Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

SaaS Subscription: Magisto operated on a subscription-based model providing AI video editing tools to users. The platform offered tiered pricing for individuals and businesses needing automated video creation capabilities.

Pricing tiers

Model	Billing	Price
Freemium	Monthly	Vimeo platform offers Free tier for basic video editing

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Magisto product offering

Product offering

Core offering

Magisto is an AI-powered video editing platform that automatically transforms raw footage into polished, professionally edited videos using artificial intelligence, customizable themes, and automated editing decisions. It analyzes video content to identify key moments, applies transitions, and optimizes output for engagement, enabling users without technical video editing skills to create marketing and social media content. The platform has been integrated into Vimeo's broader video platform following acquisition.

Product overview

Magisto operated as an AI-powered video editing platform before being acquired by Vimeo. The company offered automated video editing services that enabled businesses to create professional video content with minimal manual effort. Following acquisition, Magisto's technology and capabilities have been integrated into Vimeo's comprehensive video platform, which now includes video hosting, video editing tools, Vimeo AI features (text-based editing, AI translation, auto captions), screen recording, live streaming, webinars, video analytics, and the Vimeo AI suite. Vimeo positions itself as a video platform for creative professionals, marketing teams, enterprises, and small businesses.

Differentiator

Problem solved

Functional benefit

Products and services

Magisto AI Video Editing Platform AI-powered video editing platform that automatically transforms raw footage into polished videos using customizable themes, styles, and AI-driven editing decisions. Designed for individual content creators, small businesses, and marketing teams needing affordable, automated video production without technical editing skills.

Quantifiable outcome

200% increase in video engagement
+3 more outcomes

Companies that use Magisto

Customer profile

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Magisto technology and API

Technology

Technology focussed Yes

API detail

Has API: Yes
API docs
API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature2 records

Magisto partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

VimeocoreOEM/ Whitelabel/ Licensing PartnerMagisto has been integrated into Vimeo's platform. The redirect URL (https://vimeo.com/features/video-editor?utm_campaign=migration&utm_medium=redirect&utm_source=magisto) indicates Magisto users are being migrated to Vimeo's video editor features. This represents Magisto's technology being incorporated into Vimeo's broader video platform ecosystem.

Scale indicators5 records

Recent moves3 records

Expansion highlights5 records

Magisto competitors and assessment

Company assessment

Direct peers

InVideo: InVideo is a direct competitor offering AI-assisted online video creation and editing for marketers, SMBs, and creators, with template-driven workflows and automated editing similar to Magisto's PLG proposition.
Animoto: Animoto is a direct competitor that provides drag-and-drop, template-based video creation aimed at SMBs and marketing teams — closely aligned with Magisto's SMB, automated editing target use case.
Lumen5: Lumen5 is a direct competitor that turns text/blog content into AI-edited videos for marketing and social teams, overlapping with Magisto's automated, AI-driven video creation value proposition for non-technical users.
Runway: Runway offers AI-powered video editing and generative video tools for creators and marketing teams, competing directly with Magisto on AI-driven automation, smart content analysis, and ease of use.
Descript: Descript provides AI-driven video and audio editing, including transcript-based editing and auto-captions, overlapping directly with Magisto's multi-modal (video, text, audio) AI editing capabilities.
Kapwing: Kapwing is a browser-based collaborative video editor with AI features for marketers and creators, directly comparable to Magisto on PLG distribution and ease of use for SMBs.

Emerging players

Synthesia: Synthesia focuses on AI-generated avatar videos for enterprise marketing and L&D — an emerging AI video category adjacent to Magisto's automated editing and competitive for marketing/enterprise video budgets.

Broad incumbents

Canva: Canva is a broad incumbent design platform that has expanded into AI-driven video creation and editing for SMBs and marketers, competing with Magisto on ease-of-use, templates, and integrated content workflows.
Adobe (Creative Cloud / Premiere Pro): Adobe is the broad incumbent in professional video editing via Premiere Pro and the Creative Cloud suite, with growing AI editing features; Magisto already integrates with Premiere Pro, making Adobe both partner and competitor.
Vimeo: Vimeo is both Magisto's acquirer and the broader video hosting/streaming platform into which Magisto is integrated; it now offers Magisto's AI editing features as part of a wider enterprise and SMB video solution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Magisto financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Magisto leadership team

Management profile

Number of profiles

Profiles2 records

Magisto funding detail

Funding detail

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Magisto M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magisto

What does Magisto do?

Is Magisto a public or private company?

Magisto is a private company. It is classified as corporate owned and is currently acquired.

When was Magisto founded?

Magisto was founded in 2010. It employs 51 to 100 people.

Where is Magisto based?

Magisto is headquartered in Mountain View, United States, in the North America region.

How does Magisto make money?

One revenue line is on record: saaS Subscription.

Who are Magisto's main competitors?

Direct peers on record are InVideo, Animoto, Lumen5, Runway, Descript and Kapwing. Synthesia is listed as an emerging player. Broad incumbents are Canva, Adobe (Creative Cloud / Premiere Pro) and Vimeo.

Does Magisto have an API?

Yes. Magisto exposes a public API. Developer documentation is at developer.vimeo.com.

What industry is Magisto in?

Magisto's product category is AI Video Editing Software. Its primary akta.pro industry code is MPAHAGAI, Archive Restoration & Digitization (Film/Video/Audio Scanning, Remastering), with a secondary code of MPAHAGAG, Metadata Management & Cataloging (Taxonomy, Semantic Search, AI Tagging). Its NAICS code is 516210 and its SIC code is 7822.