India: Online video analytics startup Vidooly acquires OTT content platform iCouchApp


Online video analytics startup Vidooly has acquired over-the-top content (OTT) platform iCouchApp, for an undisclosed amount.

As a part of the deal, Vidooly will acquire iCouchApp’s assets and intellectual property including its technology that powers mobile apps of TV giants like Zee TV and HistoryTV18.

Run by iNiD Digimedia Pvt Ltd, iCouchApp was founded in 2013 by Rabi Gupta and Ashish Kumar. It allows consumers to discover new videos, interact with TV shows and keep track of their favourite shows at the same time allowing media companies to create and maintain their own OTT app.

“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.

In 2012, iCouchApp had raised an undisclosed round of funding from the likes of Google India MD Rajan Anandan, Srikant Sastri, Mumbai Angels and Hyderabad Angels.

“Over the years our technology has enabled us to bring immersive and engaging experiences of 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,” said Rabi Gupta.

iCouchApp claims to serve 1.5 million active users on it’s platform monthly.

Launched in November 2014, Vidooly was founded by Subrat Kar, Ajay Mishra and Nishant Radia and works as an online video intelligent marketing and analytics suite. The company raised seed funding from Bessemer Venture Partners in June last year. 

Since its launch, Vidooly has added over 5,000 individual YouTube channels such as Glamrs, MommyGracie, Appuseries, Videogyan and 50 MCNs. It claims to upload nearly 1,20,000 videos every month through Vidooly’s network.

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