Video analytics startup,Vidooly has acquired OTT( over the top) content startup, iCouchApp. As a part of the deal Vidooly will acquire all of iCouchApp’s assets and intellectual property including its technology that powers mobile apps of tv giants like Zee TV and HistoryTV18.
iCouchApp and technology earlier existed to build an interactive layer over mobile streaming apps and video content. The iCouchApp allows consumers to discover new videos, interact with TV shows and keep track of their favorite shows, at the same time allowing media companies to create and maintain their own OTT app. iCouchApp was serving 1.5Mn monthly active users on it’s platform.
“Vidooly’s aim is to provide intelligent data on the entire ecosystem of online video. We are already doing that with the likes of Youtube, Facebook video and other online video platforms. Since mobile consumption is growing exponentially, iCouchApp’s expertise in the OTT segment will allow Vidooly to provide actionable data across VOD platforms and embrace the trend of mainstream TV going online” [Nishant Radia-Co founder of Vidooly]
iNiD Digimedia Pvt Ltd (iCouchApp’s parent company) had raised an undisclosed round of funding from the likes of Google India MD Rajan Anandan, Srikant Sastri, Mumbai Angels and Hyderabad Angels. iCouchApp was also a graduate of India’s oldest accelerator Morpheus Gang. The funding was used to build out the core technology of smartly integrating traditional TV content and online content.
With the arrival of Netflix in the online video, cord cutting has become a prominent trend where users are actively switching to online video in favour of native TV content. Given the penetration of internet and smartphones this trend is catching on in countries around the world and Vidooly aims to be a market leader in online video across all verticals.