Companies Using Cloudinary Video

Cloudinary Video is one of the most unusual growth stories in our dataset. As of our March 2026 crawl across 50M+ domains. We've tracked 3,500 companies using Cloudinary Video and enriched 861 company profiles with firmographic data. The platform ranks #31 in Image Optimization. A category that doesn't really describe what it does. Here's what the data tells us about who's buying and where the sales opportunities sit.

Growth Trajectory

Cloudinary Video sat at 1 active domain when it first appeared in our October 2018 crawl. For five years, adoption barely moved, fewer than 200 active domains by September 2023. Then the curve broke. Between December 2023 and April 2024, detections jumped from 184 to 1,241 domains. A 575% surge in four months. By April 2025, the platform peaked at 3,516 active domains. That growth coincided with Cloudinary's expanded video announcements and an Akamai CDN partnership. Recent months show a pullback to 2,681 domains by July 2025, suggesting early-adopter saturation.

Sales Signal: The 575% spike in Q1 2024 was driven by Cloudinary's existing customer base adding video. Companies that adopted during that window are now 12-18 months in, making them ripe for upsell conversations around advanced features or higher-tier plans.

"Cloudinary Video's growth curve is a textbook example of platform expansion selling. The product went from 184 to 3,516 domains in 16 months, not by winning competitive deals, but by converting existing Cloudinary image customers into video customers. That 84.9% overlap with core Cloudinary tells you this isn't a standalone buying decision."

Customer Profile

The size distribution looks bottom-heavy: 59.7% of customers have 1-10 employees, and 15.7% have 11-50. But the company list tells a different story. Hilton, Nike, Tesla, P&G, Nintendo, Marks & Spencer, these aren't micro-businesses. They're Fortune 500 enterprises deploying Cloudinary Video on subdomains and microsites rather than primary domains. The median customer was founded in the 2010s (33.5%), with 2020s startups at 26.1%. This is a developer-first audience that chose React and Next.js before they chose their video infrastructure.

Sales Signal: Don't filter prospects by headcount alone. A 10-person startup and a Nike innovation lab both appear as micro-businesses in our data. The real qualifier is tech stack: companies running React (61.3%) with Next.js (49.3%) on Cloudflare or Vercel represent the highest-propensity buyers.

Industry and Geographic Concentration

Retail leads at 15.8% of enriched customers, expected, since product demos, 360-degree views, and shoppable video have become table stakes in ecommerce. Real Estate follows at 11.7%, driven by video tours for property marketing. Software Development rounds out the top three at 6.0%. No single industry exceeds 16%, positioning Cloudinary Video as horizontal infrastructure rather than a vertical-specific tool. Geographically, the US accounts for 30.5% of customers, but the real surprise is Australia at 18.8%. That's 3-4x the typical Australian adoption rate we see across SaaS tools. The UK holds 7.0%, with English-speaking countries collectively representing over 60% of the install base.

Sales Signal: The Australian concentration is an anomaly worth investigating. If you're selling media infrastructure in the ANZ region, Cloudinary Video's disproportionate presence suggests a strong partner ecosystem or agency network driving adoption, meaning those same agencies could be channels for competing products.

Migration Patterns

Our migration data shows zero recorded competitive switches, none to Cloudinary Video, none away. That's not a data gap. It's the signal itself. Cloudinary Video isn't winning displacement deals against Mux or JW Player. It's growing through net-new adoption from companies that didn't previously have programmable video infrastructure, and through cross-sell expansion from the core Cloudinary image platform. The 84.9% overlap with core Cloudinary confirms this: nearly 9 out of 10 Cloudinary Video customers were already Cloudinary image customers first.

Sales Signal: Cloudinary Video's growth is coming from whitespace, not market share theft. For competitors like Mux or Vimeo OTT. That's both a threat and an opportunity, Cloudinary isn't eating your existing deals, but it is capturing greenfield accounts first.

"Zero competitive switches in either direction is rare in our dataset. It means Cloudinary Video isn't fighting for market share. It's creating new demand by converting image-only customers into image-plus-video customers. That's a very different go-to-market motion than most video platforms run."

Technology Ecosystem

The tech stack data confirms who these buyers are. 84.9% of Cloudinary Video customers also run core Cloudinary, making this the strongest same-vendor overlap in our dataset for any product extension. Beyond that, 82.4% use Google Tag Manager, 79.5% run Google Analytics, and 61.3% use React. The Next.js overlap at 49.3% is notable. It's nearly double the typical rate for media tools. These companies are building headless, API-first web architectures where programmable video fits naturally into the development workflow.

Sales Signal: A company running Cloudinary (image) + React + Next.js + Vercel that hasn't yet adopted Cloudinary Video is a warm lead. They've already bought into the Cloudinary ecosystem and the modern JavaScript stack, video is the logical next step.

G2 Review Signals

With 285 total G2 mentions, Cloudinary has substantial review coverage. Ease of use leads at 68 mentions, users praise the API design, documentation, and quick setup. Versatile media management draws 40 mentions, reflecting satisfaction with transformation capabilities. On the negative side, poor navigation (21 mentions) and expensive pricing (17 mentions) are the top complaints. The navigation criticism targets the dashboard UI, not the API, which matters because Cloudinary Video's primary audience interacts through code. The pricing complaints center on the credit-based model, where video transcoding consumes credits unpredictably. The 2.7:1 positive-to-negative ratio indicates strong satisfaction, but the pricing friction suggests an opening for competitors with simpler billing models.

Sales Signal: If you're competing against Cloudinary Video, lead with transparent pricing. Those 17 G2 mentions about unpredictable costs tell you the credit model creates real anxiety, especially for teams scaling video beyond initial projections.

Key Takeaways

1. Cross-sell, not conquest. 84.9% overlap with core Cloudinary means the buying motion is platform expansion, not competitive displacement. Sales teams should target existing Cloudinary image customers who haven't activated video yet.

2. The Australian anomaly is real. At 18.8%, Australia's adoption rate is 3-4x the norm. This points to a regional partner or agency ecosystem that competitors could tap into, or that Cloudinary is actively cultivating.

3. Enterprise presence hides behind micro-business counts. Hilton, Nike, Tesla, and P&G all deploy on subdomains. The 59.7% micro-business stat understates enterprise penetration significantly.

4. The growth curve has plateaued, for now. After a 25x increase over 18 months, adoption pulled back from 3,516 to 2,681 domains. The next phase depends on moving beyond developer early adopters into mainstream enterprise workflows.

5. Pricing is the competitive opening. With 17 G2 mentions citing expensive or unpredictable costs, Cloudinary's credit-based billing creates genuine friction that transparent-pricing competitors can exploit.

Sales Applications

Outreach template: "I noticed your team is running Cloudinary for image management. Our data shows 84.9% of Cloudinary Video adopters started the same way. As image-only customers who expanded into video. Have you evaluated programmable video for [product demos / property tours / campaign content]?"

Targeting strategy: Filter for companies using Cloudinary + React + Next.js in retail, real estate, or software verticals. Prioritize US, Australia, and UK markets. Look for recent headless commerce migrations, these often trigger video infrastructure decisions.

Competitive angle: Against Cloudinary Video, emphasize transparent pricing and simpler dashboard navigation. Against Mux or JW Player, emphasize Cloudinary's DAM integration and 84.9% customer overlap. Asking prospects to add another vendor when Cloudinary bundles video into their existing contract.

Track Cloudinary Video adoption trends across 3,500 companies and explore the full dataset of 861 enriched profiles at TechnologyChecker.io.