Televisual viewing analytics company TV Time has bought US-based media content monetisation platform Mediamorph for an undisclosed amount, enabling corporates Liberty Global and Motorola Mobility to exit.
Founded in 2007, Mediamorph has developed technology that monitors audience consumption of televisual content on video-on-demand (VOD) platforms and provides tools that help media companies and producers react more comprehensively to audience tastes.
The company claims to track more than two trillion VOD viewings each year across 1,200 platforms, representing more than two-thirds of transactional revenue for the film and TV industry on global streaming services.
TV Time operates a machine learning-driven online platform that lets consumers of televisual content record their reaction to the storyline of each episode, providing media companies with insights into their viewers’ emotional response. It is rebranding to Whip Media Group following the acquisition.
Mediamorph had raised more than $42m in funding pre-acquisition, including $8m in a 2012 series A round featuring Motorola Mobility Ventures, a subsidiary of mobile device maker Motorola, as well as Smedvig Capital and unnamed additional backers, adding to $3.5m already supplied by angel investors.
Cable and telecommunications group Liberty Global led Mediamorph’s $10m series B round in 2014 through corporate venturing arm, Liberty Global Ventures, investing alongside Smedvig Capital.
The company subsequently secured $21.2m in a series C round in 2016 co-led by Advance Vixeid Partners, a VC affiliate of publisher Advance Publications, and senior advisers to private equity firm Lee Equity Partners that included Liberty Global Ventures and Smedvig Capital.