Diddo, a platform offering an API for streaming services to integrate shoppable videos, has secured $2.8 million in seed funding. Founded in late 2022, Diddo initially started as a Google Chrome extension catering to fans of reality TV shows like “Selling Sunset,” allowing them to purchase clothing and accessories worn by their favorite characters. The company has since evolved, utilizing proprietary computer vision AI technology to identify products in TV shows and movies, enabling viewers to buy similar items directly from their screens.
The funding round was led by Link Ventures, with notable participation from Neo, Dante D’Angelo, Erica Lockheimer, Camille Ricketts, an unnamed Disney executive, and Scott Forstall, former leader of the Apple iOS team. Diddo plans to utilize the capital to further develop its product and expand its team, recently appointing Rob Sussman as COO.
Diddo has already secured partnerships with various companies, including Dailymotion, Mux, PlayersOnly, The Big Picture, and Blair New York. The platform distinguishes itself from competitors through its computer vision technology integrated within a platform’s video player, eliminating the need to send video data outside of the ecosystem.
Despite the challenges of running computer vision on millions of simultaneous video streams, Diddo has implemented a time-stamped approach to product identification, minimizing the impact on end users’ devices. The platform does not require QR codes or intrusive advertisements, allowing users to seamlessly browse and purchase products without disrupting their viewing experience.
After completing an episode, viewers can access an interactive storefront featuring all the identified items and make purchases through native checkout capabilities. Diddo also collects user data to provide personalized recommendations and charges a 4% to 6% fee on all purchases made through the platform.
The recent funding round highlights the growing interest in shoppable video technology, with other streaming platforms like Paramount and Amazon Prime Video also exploring similar initiatives. Diddo’s innovative approach to integrating commerce with entertainment content positions it as a key player in this evolving landscape.
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