SUMMARY
Multiwatermarking is the technique to embed multiple messages into the same media content. It can be used to identify media content's owners or trace the illegal redistributors in media distribution. Especially in cloud environment with multiple content providers or users, multiwatermarking may have potential applications. However, some performances of multiple watermark embedding, for example, the distortion and security, are not considered. In this paper, the application scenarios of multiwatermarking in cloud environment are figured out, which investigate the secure media distribution models suitable for cloud‐based platform. Additionally, the multiwatermarking based on additive rule is studied and then analyzed theoretically from two aspects, one of which is the multi‐embedding of same watermark sequence and the other is the multiembedding of different watermark sequences. The analysis emphasizes on four aspects; that is, robustness, capacity, distortion, and security. And each of which considers two cases, that is, the authorized embedding and unauthorized embedding. Additionally, the correlation detection based on multiwatermarking is proposed, and for each case, the corresponding suggestions to improve system performance are proposed. Some comparative experiments are performed, and results are given to show the validity of these theoretical analysis.Copyright © 2011 John Wiley & Sons, Ltd.