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Industry Video Editing and Video Marketing
Founded 2010
  • Dr. Oren Boiman
  • Dr. Alex Rav-Acha
Headquarters Mountain View, California, U.S.
  • Magisto Web Online Video Editor
  • Magisto Mobile App Video Editor

Magisto is an online video editor with a web application as well as a mobile app for automated video editing and production aimed at consumers and businesses. According to the website, Magisto employs Artificial Intelligence (A.I.) technology in order to make powerful video editing, fast and simple enough even for non-professional video editors.[1]


Magisto has built its service on patent-pending image analysis technology that analyzes unedited videos and identifies the most interesting parts. The system recognizes faces, animals, landscapes, action sequences, movements and other interesting content within the video, as well as analyzes speech and audio. These scenes are then edited together, along with music and effects, into share-worthy clips.[2][3]

Automatic video editing[edit]

Automatic video editing products have emerged over the past decade in order to make video editing accessible to a broader consumer market. Automatic video editing technology does the work for the user, eliminating the need for a deeper understanding or knowledge of how to use complicated video editing software. Muvee Technologies introduced autoProducer, the first PC-based automatic video editing platform, in 2001. Other solutions, including Sony’s MovieShaker and Roxio Cinematic, followed in 2002.[4] As smartphones and consumer video recording devices become more prevalent the need for an easier video solution has led to a renewed interest in automatic video editing.[5]

Magisto has been compared to Videolicious and Animoto; however, Videolicious is not available on Android.[6]


The Magisto app contains a library of music for users to utilize in their video creations. The music, largely by independent artists, is sorted by mood and is licensed for in-app use.[7]

Featured songs by theme[edit]

As of June 2015, Magisto's music library included, not comprehensively, the following themes and songs:[8]

"Caring Moments" theme
1."Better Life"Yellow Pioneers 
2."Wonderful World"Fisher 
3."The Way I Like You"Guiye Frayo 
4."Oh Oh We Feel One Together"Pascale Salkin 
5."Sunshine Avenue"The Moth & The Flame 
6."Light"Anna Ihlis 
7."Hello (Instrumental)"Nadia Fay 
8."Never Stop Dreaming"Colorsound 
9."I'll Be The Light"Shadows On Stars 
10."Sun (Instrumental)"The Miracals 
11."Call Me (Instrumental)"Federico Chieli 
12."Follow Your Heart"Mike Mineo 


Magisto was founded in 2009 as SightEra (LTD) by Dr. Oren Boiman (CEO) and Dr. Alex Rav-Acha (CTO). Boiman was frustrated with the amount of time it took editing together videos of his daughter and wanted to design an easy to use application to capture and share videos without the time-consuming process of video editing.[9]

Magisto was launched publicly on September 20, 2011, as a video editing software web application through which users could upload unedited video footage, choose a title and soundtrack and have their video edited for them automatically.[10] On the following day Magisto was added to YouTube Create’s collection of video production applications.[11]

The Magisto iPhone app was launched publicly at the 2012 International Consumer Electronics Show (CES) in Las Vegas. At CES, the company was also declared winner of the 2012 CES Mobile App Showdown.[citation needed] On August 28, 2012 Magisto launched the Android app on Google Play. On September 13, 2012 Magisto launched a Google Chrome App and announced Google Drive integration.

On March 7, 2013, Magisto claimed 5 million users.[12] Google listed Magisto as an "Editors’ Choice" on its list of "Best Apps of 2013".[13] In September 2013, the company claimed that 10 million users had downloaded the App.[14]

In February 2014 Magisto claimed that they had 20 million users, with 2 million new users per month.[15] The company also confirmed investment from Russian internet company, Mail.Ru Group.[citation needed] In September 2014 Magisto rolled out a new feature called, ‘Instagram Ready’ which allows users to upload 15 second clips that are automatically formatted for Instagram.[16] In the same month Magisto also launched  a new feature for iOS and Android users, called ‘Surprise Me’[17] which creates video from still photographs on users’ smartphones. In October 2014, Magisto was placed 9th on the 2014 Deloitte Israel Technology Fast 50 list, as one of the fastest-growing technology companies,[18] and was named as a finalist in the Red Herring’s Top 100 Europe award.[19] 

In January 2015, Magisto participated in a statistical analysis on the habits of smartphone users in conjunction with Gigaom.[20] In July 2015, Magisto released an editing theme dedicated to musician Jerry Garcia, endorsed by his daughter Trixie.[21]

Funding rounds[edit]

In 2010, the company received more than $5.5 million in Series A round and B venture round funding from Magma Venture Partners and Horizons Ventures.[citation needed]

In September 2011, at the same time as the public launch of their web application, Magisto announced a $5.5 million Series B funding round led by Li Ka-shing’s Horizons Ventures. Li Ka-Shing is known for making early-stage investments in companies like Facebook, Spotify, SecondMarket and Siri.[22][23] Other investors include Magma Venture Partners, which has participated in three rounds of funding for Magisto.[24]

In 2014, the company received $2 million in Venture Funding from Magma Venture Partners, Qualcomm Ventures, Horizons Ventures and the Mail.Ru Group.[citation needed]

Business model[edit]

Magisto has a freemium business model: Users can create basic video clips for free. In addition, advanced business, professional and personal service tiers are available via various subscription plans, unlocking additional capabilities (such as longer videos, HD, premium themes), sophisticated customization and control features that improve the quality and precision of their AI powered editing.[25]


  • Magisto won first place at Technonomy3, an annual Internet Technology start-up competition in Israel. Judges of the competition included Jeff Pulver, TechCrunch editor Mike Butcher, investor Yaron Samid, Bessemer Venture Partners Israel partner Adam Fisher and Brad McCarty of The Next Web.[26]
  • Magisto won first place at CES 2012 Mobile app competition, during the launch of Magisto iOS mobile app.[27]
  • Magisto was awarded twice the Google Play Editors Choice and was part of iPhone App Store Best App awards for 2013[28] and 2014, and Wired Essential iPad Apps.[29]
  • Magisto was declared by Deloitte as the 7-th fastest growing companies in EMEA in 2016.[30]

See also[edit]


  1. ^ "Magisto - FAQ". Magisto. 
  2. ^ Locke, Laura (September 20, 2011). "Magisto automates online video editing for you". CNET. 
  3. ^ September 20, 2011. Grove; Automated Video Editing Site Makes Movie Magic Out of Raw Footage by Jennifer Van
  4. ^ April 23, 2002. Cinematic [1] by Jan Ozer
  5. ^ Jul 11, 2011. Smartphone Adoption and Usage [2] by Aaron Smith
  6. ^ Wheatley, Mike (January 19, 2015). "Magisto: A simple tool to create professional video listings". Reality BizNews. 
  7. ^ "Tuesday Tips: How To Personalize Your Movie With Your Own Music". Magisto. Retrieved June 24, 2015. 
  8. ^ Magisto. 2015. Version: 3.8.0 (Mobile software application).
  9. ^ August 16, 2011. Meet The Magisto Team. CEO & Co-Founder: Oren Boiman [3] by Magisto
  10. ^ September 20th, 2011. Magisto raises $5.5M for automatic video editing tool Magisto raises $5.5M for automatic video editing tool by Robin Wauters
  11. ^ September 21, 2011. Additional Creator Tools from YouTube by Shenaz Zack Mistry, Product Manager
  12. ^ Magisto Hits Milestone of 5 Million Users With 1 Million Downloads in the Last Month, PRNewswire, March 7, 2013
  13. ^ "Magisto Video Editor & Maker - On Google Play". Google Play. 
  14. ^ Cheredar, Tom (September 19, 2013). "With 10M users, Magisto's automatic moviemaker app commands the ad potential of a cable TV show". Venture Beat. 
  15. ^ "Magisto Continues Its Juggernaut Through Mobile Video: Announces Investment From Russian Internet Giant Mail.Ru Group; Doubles Registrants To 20mm Users". PR Newswire. February 21, 2014. 
  16. ^ Sawers, Paul (September 10, 2014). "Magisto for Android now lets you assemble 15-second videos to share on Instagram". The Next Web. 
  17. ^ Roettgers, Janko (September 4, 2014). "Magisto launches Surprise Me to automatically generate videos from your camera roll". Gigacom. 
  18. ^ "Magisto Selected as 2014 Deloitte Israel Technology Fast 50 Company". Magisto. October 21, 2014. 
  19. ^ "Magisto is a Finalist for the 2014 Red Herring Top 100 Europe Award". Magisto. March 24, 2014. 
  20. ^ Roettgers, Janko (January 23, 2015). "Special report: How we really use our camera phones". Gigacom. 
  21. ^ Jon Blistein. "Jerry Garcia Inspires New Video-Editing Program, Fan Contest". 
  22. ^ June 2009,Hong-Kong. Li Ka-shing Li Ka-shing
  23. ^ September 2011. Billionaire Li Ka-shing Sinks $5M Into Automatic Video Editor Magisto by Parmy Olson, Forbes Staff
  24. ^ "Magma Venture Partners | CrunchBase". 
  25. ^ Sep 20, 2011. "Magisto raises $5.5M to magically edit your videos Archived 2011-12-24 at the Wayback Machine." by Ryan Lawler
  26. ^ Techonomy 3 – Platform for Israeli companies to announce their product internationally [4]
  27. ^ "Magisto is magic at CES Mobile Apps Showdown". CNET. Retrieved 2017-08-28. 
  28. ^ "We've Been Featured in the App Store Best of 2013! | Magisto Video Marketing Blog". Retrieved 2017-08-28. 
  29. ^ "15 Essential Apps to Install on Your New iPad". WIRED. Retrieved 2017-08-28. 
  30. ^ "Deloitte Global announces 2016 Technology Fast 500™ EMEA rankings" (PDF). 

External links[edit]