Vidooly, a Noida-based online video analytics firm, has raised $1.4 million (₹8.9 crores) in funding from venture capital firm GVFL, and Times Internet. Vidooly works with YouTube channels, MCNs (which are aggregators who represent multiple channels for a commission), and brands. The firm provides “video intelligence” services to its clients, such as audience engagement data, a demographic break-up of viewers, and optimisation strategies for distributed video. Vidooly says it will utilize these funds for product engineering, marketing, and sales & distribution. The company will also look to expand into the domestic market and increase its footprint in the US, Europe and Asia.

Globally, the company claims to track 500 million viewers and 250 million videos, on which they provide analytics. Some of their clients include Airtel, OML, TVF, The Quint, Network18, Mindshare, The History Channel. Vidooly provides analytics over platforms like YouTube, Facebook, Instagram and Twitter. It also provides ‘forecasts’ on a channel’s performance, and on individual videos.

Vidooly was a part of the Times Internet-backed startup incubator TLabs in its accelerator program in 2014. It started out as a free-to-use platform.

This investment comes at a time when video revenues are growing on the back of increased data access in India, with the proliferation of several domestically successful content creators. In 2015, Vidooly’s co-founder told MediaNama, “The [cost per thousand impressions] in India are low. The monetization is thus low because they are creating local content.” Not enough creators in India create content for a global audience, he explained.

Nishant Radia, a Vidooly co-founder, said “Video consumption over the last couple of years has exploded given faster and affordable internet access and also the rising demand for devices and high-quality online content. We plan to utilize the funds raised, to expand in attractive markets … and also strengthen the team at Vidooly. With the rise of video platforms, the demand for video intelligence has grown multifold and we aim to be a dominant player in this space globally”.