Diddo, an API for streaming services and other platforms to integrate shoppable videos, has announced a significant milestone: raising $2.8 million in seed funding. This innovative technology enables consumers to buy their favorite characters’ clothing and accessories directly on their screens.
Founders and Background
Diddo was founded by Rishi Nair, Ryan Sullivan, and Pamela Chen in late 2022. Initially, the company started as a Google Chrome extension for fans of "Selling Sunset" who wanted to dress like their favorite reality TV stars. Since then, Diddo has developed an API that uses proprietary computer vision AI technology to identify products in TV shows and movies.
How it Works
Diddo’s API stands out from competitors due to its computer vision technology, which sits within a platform’s video player. "We’re the only company that’s doing it so far," Nair told TechCrunch. "These companies don’t have to send their video outside of their ecosystem." This unique approach allows for seamless integration with existing platforms.
Key Features and Benefits
- No QR codes required: Unlike Peacock’s Must ShopTV feature, Diddo doesn’t require users to scan QR codes while watching a show.
- Native checkout capability: After an episode has finished, users can view all items in an interactive storefront and complete the purchase through native checkout, including integrations with major e-commerce services like Shopify, Amazon, WooCommerce, BigCommerce, Magento, and Salesforce Cloud.
- User data collection and recommendation: Diddo collects user data on which products people are interested in to recommend similar items in the future.
Competitors and Market Trends
The recent funding round follows Paramount’s partnership with AI-powered shoppable technology Shopsense AI. Additionally, Amazon has released a free, ad-supported channel for shoppable livestreams on Prime Video and Freevee. These developments indicate a growing demand for e-commerce integrations in the media industry.
Future Plans and Growth
The new capital will support product development and expand Diddo’s eight-person team. The company recently hired Rob Sussman as COO, who brings experience from Sundance and MGM+. With this funding, Diddo aims to sign more deals with streaming giants and further develop its technology.
Conclusion
Diddo’s innovative approach to shoppable videos has caught the attention of investors, with Link Ventures leading the $2.8 million seed funding round. As the media industry continues to evolve, companies like Diddo are poised to capitalize on the growing demand for seamless e-commerce integrations.
Diddo’s API
The company’s API stands out from competitors due to its computer vision technology, which sits within a platform’s video player.
How it Works
- The API uses proprietary computer vision AI technology to identify products in TV shows and movies.
- No QR codes are required; users can view all items in an interactive storefront after the episode has finished.
- Users can complete the purchase through native checkout, including integrations with major e-commerce services.
Competitors and Market Trends
The recent funding round follows Paramount’s partnership with AI-powered shoppable technology Shopsense AI. Amazon has also released a free, ad-supported channel for shoppable livestreams on Prime Video and Freevee.
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