Noida-based video analytics startup, Vidooly, has acquired over-the-top (OTT) content company iCouchApp, for an undisclosed amount. As per the deal, all assets and intellectual property including iCouchApp’s technology that powers mobile apps of TV giants like Zee TV and HistoryTV18, will come into Vidooly’s fold.
iCouchapp is a video content engagement and discovery platform. Its technology earlier existed to build an interactive layer over mobile streaming apps and video content. The app 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. The app serves 1.5 Mn 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,” said Nishant Radia, co-founder of Vidooly.
iNiD Digimedia Pvt Ltd (iCouchApp’s parent company) is backed by 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.
Rabi Gupta, co-founder of iCouchApp said “Over the years our technology has enabled us to bring immersive and engaging experiences of the traditional TV to the web. With this acquisition we see Vidooly being able to scale our technology much beyond TV to the domain of massively popular online video. Hence we found a natural fit for our product in Vidooly.”
Founded in 2014 by Subrat Kar, Ajay Mishra and Nishant Radia, Vidooly, is a online video intelligent marketing and analytics suite that helps content creators, brands and multi channel networks (MCNs), to maximize their organic views, build an audience base and earn more revenues online. This is done through its software suite.