diff --git a/wagtail/admin/rich_text/converters/html_to_contentstate.py b/wagtail/admin/rich_text/converters/html_to_contentstate.py
index 8caa5c6bc..c5c34d3c6 100644
--- a/wagtail/admin/rich_text/converters/html_to_contentstate.py
+++ b/wagtail/admin/rich_text/converters/html_to_contentstate.py
@@ -213,6 +213,11 @@ class ImageElementHandler(AtomicBlockEntityElementHandler):
         return Entity('IMAGE', 'IMMUTABLE', {'altText': attrs.get('alt'), 'id': attrs['id'], 'format': attrs['format']})
 
 
+class MediaEmbedElementHandler(AtomicBlockEntityElementHandler):
+    def create_entity(self, name, attrs, state, contentstate):
+        return Entity('EMBED', 'IMMUTABLE', {'url': attrs['url']})
+
+
 ELEMENT_HANDLERS_BY_FEATURE = {
     'ol': {
         'ol': ListElementHandler('ordered-list-item'),
@@ -258,6 +263,9 @@ ELEMENT_HANDLERS_BY_FEATURE = {
     'image': {
         'embed[embedtype="image"]': ImageElementHandler(),
     },
+    'embed': {
+        'embed[embedtype="media"]': MediaEmbedElementHandler(),
+    },
 }
 
 
diff --git a/wagtail/admin/tests/test_contentstate.py b/wagtail/admin/tests/test_contentstate.py
index 1abeb5abb..236d82926 100644
--- a/wagtail/admin/tests/test_contentstate.py
+++ b/wagtail/admin/tests/test_contentstate.py
@@ -345,3 +345,26 @@ class TestHtmlToContentState(TestCase):
                 }
             }
         })
+
+    def test_media_embed(self):
+        converter = ContentstateConverter(features=['embed'])
+        result = json.loads(converter.from_database_format(
+            '''
+            <p>before</p>
+            <embed embedtype="media" url="https://www.youtube.com/watch?v=Kh0Y2hVe_bw" />
+            <p>after</p>
+            '''
+        ))
+        self.assertContentStateEqual(result, {
+            'blocks': [
+                {'key': '00000', 'inlineStyleRanges': [], 'entityRanges': [], 'depth': 0, 'text': 'before', 'type': 'unstyled'},
+                {'key': '00000', 'inlineStyleRanges': [], 'entityRanges': [{'key': 0, 'offset': 0, 'length': 1}], 'depth': 0, 'text': ' ', 'type': 'atomic'},
+                {'key': '00000', 'inlineStyleRanges': [], 'entityRanges': [], 'depth': 0, 'text': 'after', 'type': 'unstyled'}
+            ],
+            'entityMap': {
+                '0': {
+                    'data': {'url': 'https://www.youtube.com/watch?v=Kh0Y2hVe_bw'},
+                    'mutability': 'IMMUTABLE', 'type': 'EMBED'
+                }
+            }
+        })