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Apple Acquires Matcha, Eyes Its Video Recommendation Algorithm

Matcha has recently risen in the ranks of content recommendation sites, witnessing a massive surge in its user base in recent days. However, Apple recently acquired the startup and reports have it that the company intends to make use of the video recommendation algorithm of the service.


Matcha

Matcha.tv is essentially a service which had been designed to aggregate content from popular sources and provide the user with just the kind of content he/she is looking for. Although many other startups have been offering this service, Matcha was able to find that perfect spot where it was able to deliver the ‘right content to the right users.’

It was precisely because of this significant accomplishment that Apple diverted its attention to the startup. The company was very interested in the successful user engagement strategy of Matcha.tv and acquired it simply to make use of the excellent content aggregation algorithm of the service.

Apple acquired Matcha.tv for some $10 million to $15 million, according to unconfirmed reports. As soon as the startup was acquired, its recommendation site was shut down and its app was pulled from the App Store.

Clearly, Apple intends to cash on the algorithm of the startup and use it for its own content recommendation purposes, something which may be useful in Apple TV as well as in enabling users to find the right kind of apps on their iOS devices.

Courtesy: Mac Rumors

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