Adobe To Purchase Video Review and Collaboration Platform Frame.io

Adobe intends to combine its creative software capabilities with Frame.io’s collaboration functionality.

Adobe has announcedOpens a new window that it is buying Frame.io, a video review and collaboration platform provider focused on video producers and editors, in a $1.275 billion deal. Once the acquisition is complete, Adobe plans to combine its core creative software capabilities with Frame.io’s review and approval functionality.

We’re thrilled to announce Adobe’s intent to acquire @Frame_ioOpens a new window , an important step in our mission to empower collaboration for video creators everywhere. pic.twitter.com/pEPjvYrgdjOpens a new window

— Adobe (@Adobe) August 19, 2021Opens a new window

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Frame.io: A Quick Overview

Based out of New York, Frame.io was founded by Emery Wells and John Traver in 2014. The company provides a platform that allows video producers and editors to upload videos in real-time. Users of the platform can also access and collaborate on video footage in real-time across devices and geographies. The platform has over 1 million users across global brands, media and entertainment firms, and agencies. Some of its customers include National Geographic Society, Vice, Netflix, and Turner.

In a statement, Emery Wells, CEO and co-founder, Frame.io, said, “Frame.io and Adobe share a vision for the future of video creation and collaboration that brings together Adobe’s strength in video creation and production and Frame.io’s cloud-native platform.”

The Key Driver Behind the Acquisition

Over the past few years, videos, be they a social media video, streaming content, or corporate video, are experiencing phenomenal growth. As such, video teams need to continuously produce a growing volume of content, and each video project involves various producers, editors, and stakeholders. Currently, workflows are disjointed as disparate tools and communication channels are used to solicit feedback from the stakeholders. Frame.io addresses this challenge by providing a collaborative platform.

According to Adobe, the purchase will help it deliver a collaboration platform that supports its video editing process. Frame.io’s platform will make it easier for teams to work together across Photoshop, Illustrator, After Effect video editing tools, Premiere Pro, and other Creative Cloud applications.

In a statement, Scott Belsky, chief product officer and EVP of Creative Cloud, Adobe, said, “With this acquisition, we’re adding Frame.io’s cloud-native workflow capabilities to make the creative process more collaborative, productive, and efficient to further unleash creativity for all.”

According to BloombergOpens a new window , Adobe was trying to develop its own collaboration software. However, when it realized that a few customers were already using Frame.io’s platform in their workflows, it settled on purchasing the company.

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Future Benefits to Customers

Frame.io’s partners and customers are expected to benefit from the plug-ins and third-party application support it provides and capabilities that could come from the merger with Adobe Creative Cloud. The company will also continue to support non-Adobe software, such as Avid, Final Cut Pro, and DaVinci Resolve.

Similarly, Adobe’s customers, too, are expected to benefit in many ways. In a blog postOpens a new window , Belsky said, “Longer term, we have ambitious plans to bring advanced collaboration and groundbreaking technology, including expanded use of artificial intelligence, to video production and make every creator and creative team more collaborative and productive. And the innovation won’t be limited to Creative Cloud applications. With the addition of Frame.io, Creative Cloud’s commitment to enable collaboration across all stakeholders of creativity extends beyond Adobe’s applications to the growing number of third-party applications across the creative ecosystem.”

According to Nick BarberOpens a new window , senior analyst, Forrester, “Bringing Frame.io under the Adobe roof means video editing with colleagues will be more like collaboratively working on a Google Doc. The acquisition also means that Adobe will move higher up into the creative process. One of the biggest challenges for Adobe with this acquisition will be driving adoption for the hesitant or budget-strapped brands that aren’t big production houses.”

Once the acquisition is complete, co-founders Wells and Traver will join Adobe. Wells will continue to lead the Frame.io team and report to Belsky.

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