Diddo is a groundbreaking API that enables streaming services and other platforms to incorporate shoppable videos, allowing consumers to purchase clothing and accessories worn by their favorite characters directly from their screens. Recently, the company announced a successful $2.8 million seed funding round.
Established in late 2022 by Rishi Nair, Ryan Sullivan, and Pamela Chen, Diddo initially started as a Google Chrome extension created for Nair’s and Sullivan’s mothers, who are avid fans of “Selling Sunset” and wanted to emulate their favorite reality TV stars. Today, the company has evolved to develop an API utilizing advanced computer vision AI technology to identify products featured in TV shows and movies. The AI also suggests similar products, providing users with affordable alternatives if desired items are outside their budget, such as Kim Kardashian’s $700 Balenciaga T-shirt.
The recent funding was led by Link Ventures, with contributions from Neo, Dante D’Angelo (Valentino), Erica Lockheimer (LinkedIn), Camille Ricketts (ex-CMO of Notion), an anonymous Disney executive, and Scott Forstall, a key figure in the creation of iOS at Apple.
This new capital infusion will support the company’s product development efforts and expand its current team of eight members. Notably, Diddo has recruited Rob Sussman as its COO, a former CFO of Sundance and executive vice president of MGM+ (formerly Epix), who is also an investor in Diddo.
Having secured partnerships with 12 companies, including DailyMotion, Mux, PlayersOnly, The Big Picture, Blaire New York, and more, Diddo is actively engaged in discussions with Hulu and another major streaming service for further collaborations.
Image Credits: Diddo
Diddo differentiates itself from competitors through its unique computer vision technology integrated within a platform’s video player.
“We’re the pioneering company in this area,” Nair told TechCrunch. “By keeping the video within their ecosystem, these companies are not required to send their video externally for computer vision analysis. Our solution places our computer vision directly within their video ecosystem, enabling seamless integration from video ingestion to commerce capabilities without external transfers.”
Addressing the challenge of processing computer vision on videos watched by millions, Diddo has adopted a time-stamped approach to identify products in the content, reducing impact on end-user devices. This method requires a single run for on-demand content, eliminating the need for repetitive analysis.
Image Credits: Diddo
Diddo provides a seamless shopping experience without the need for QR codes (as seen in Peacock’s Must ShopTV feature) or disruptive ads (like Roku’s shoppable ads), ensuring users stay engaged in the viewing experience.
After watching an episode, viewers can browse items in an interactive storefront and complete purchases through integrated e-commerce services like Shopify, Amazon, and more. Diddo also leverages user data to recommend similar products for future purchases. The platform charges a 4% to 6% fee on all transactions.
The recent funding round coincides with Paramount’s collaboration with Shopsense AI for shoppable technology and mobile shopping experiences. Amazon’s Prime Video and Freevee have also launched a free, ad-supported channel for shoppable livestreams in the market.
