Vidooly, a video analytics startup, has acquired 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 channels Zee TV and HistoryTV18.
iCouchApp and technology builds an interactive layer over mobile streaming apps and video content. It 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. Prior to its acquisition, iCouchApp was serving 1.5 million monthly active users on it’s platform.
Speaking about the acquisition, Nishant Radia-Co founder of Vidooly said, “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.”
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. 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 aspires to be a market leader in online video across all verticals.