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iCouchApp allows consumers to discover new videos, interact with TV shows and keep track of their favourite shows

Indian video analytics startup Vidooly has acquired over-the-top (OTP) content startup iCouchApp for an undisclosed sum.

As a part of the deal, Vidooly will acquire all of iCouchApp’s assets and Intellectual Property.

“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,” Co-founder Nishant Radia said.

iCouchApp allows consumers to discover new videos, interact with TV shows and keep track of their favourite shows. At the same time, it allows media companies to create and maintain their own OTT app.

The startup claims it serves 1.5 million monthly active users on its platform.

iCouchApp, run by iNiD Digimedia, had raised an undisclosed amount in funding from the likes of Google India MD Rajan Anandan, Srikant Sastri, Mumbai Angels and Hyderabad Angels.

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.”

Vidooly was launched in November 2014 by Subrat Kar, Ajay Mishra and Radia. It is an online video intelligent marketing and analytics suite that helps content creators, brands and multi channel networks (MCNs) to maximise their organic views, build an audience base and earn more revenues online.

The startup does this through its software suite that offers advanced features such as video tag suggestion, best time to upload, search rank analysis, competitor tracking, subscriber behaviour analysis and influencers collaboration, to name a few.

Since its beta launch in November 2014, Vidooly has added 5,000-plus individual YouTube channels and 50 MCNs across the globe to their list of customers using their dashboard. Nearly 120,000 videos are uploaded every month through Vidooly’s network, while its Big Data engine analyses 500 million-plus monthly videos through its platform, it claims.

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.

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