VentureBeat reports that Apple has acquired Matcha, a video discovery startup that offered a popular second screen iOS app in the App Store.
The app provided users with recommendations on which movies or TV shows were available by aggregating content from cable TV providers such as Comcast, streaming video services such as Netflix, Hulu, Amazon Prime, and digital video stores such iTunes, Amazon.
The company had mysteriously gone offline in May, and the Matcha.TV website has the following notice on the site:
Dear users of Matcha, we thank you for using Matcha and hope we were able to improve your TV and movie viewing experience. Unfortunately, from today going forward, this service is no longer available. All personal information collected by Matcha has been deleted. If you have any further questions about your account, please email us at: firstname.lastname@example.org
At that time, Matcha.tv CEO Guy Piekarz told TechCrunch that the company was working on a different direction. The shutdown of the service had come as a surprise as the app was quite popular, and consistently ranked among the top 15 entertainment apps in Apple’s App Store.
Apple has confirmed it has acquired Matcha to VentureBeat: “Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.” According to VentureBeat, Apple may have purchased the small startup for $1 million to $1.5 million.
So why would Apple buy Matcha?
It seems like a good fit for Apple as it currently allows users to not only buy and rent movies and TV Shows from the iTunes Store, but it also allows users to watch streaming content from video services such as Netflix and Hulu, and channels such as HBO GO, WatchESPN, Sky News etc on Apple TV. Apple could use Matcha’s technology to provide users recommendations on which movie, TV shows or programs to watch based on what’s available and their preference.