The exponential growth of the content and entertainment industry, coupled with the proliferation of streaming platforms, has led to a paradox of choice for consumers. Viewers are inundated with an abundance of content options across various platforms, leading to decision fatigue and frustration. This fragmentation threatens to erode the seamless viewing experience and leaves users struggling to find content that resonates with them. We aim to solve this challenge by providing a unified platform that offers personalized content recommendations, making the process of discovering and enjoying entertainment effortless and enjoyable.
In 2015, amidst the booming startup wave and the rise of OTT platforms in India, I met my friend who later became a co-founder, and a casual conversation on “what are you watching, these days?” became a much deeper discussion and we stumbled upon a common pressing problem in the ever-expanding content and entertainment space – the overwhelming abundance of choices. Intrigued for days, we delved deeper, reaching out to friends and friend of friends and in this exploration, we found a potential opportunity to tackle the "paradox of choice." As the landscape of connected entertainment continued to evolve, it became evident that search and recommendation would play an even more critical role.
With internet-connected devices granting consumers access to content from both linear broadcast sources like cable TV and on-demand internet television, a potential fragmentation of the market loomed. This fragmentation risked leaving viewers in a tedious and complicated hunt for their desired content across various platforms. The solution, a well-defined search and recommendation engine that could serve as a central 'portal' for viewers, enabling them to discover content from multiple sources in one convenient location. And thus, the spark of our startup idea was ignited, aiming to simplify the content discovery process and revolutionise the entertainment experience for viewers.
