Creative content on YouTube is quite appealing to users today. With this growing trend we have seen quite a few firms joining the bandwagon and trying to bite into a bigger share. 15 month old, Culture Machine, a digital video company founded by former Disney-UTV exec Sameer Pitalwalla and former YouTube exec Venkat Prasad has raised a Series A round of funding. The round of funding was led by Zodius Capital, reports Medianama.
While there has been no word on the amount raised but ET reports the raised amount to be $4 million. With the fresh round of capital, the company has also brought on its board of advisors former YouTube executives Shishir Mehrotra, who was former VP (Product) at YouTube/Video at Google, and Dean Gilbert, Former VP and Global Head of Content operations at YouTube, apart from VuClip founder and CEO Nickhil Jackatdar.
From here on Culture Machine plans to expand internationally. The YouTube certified MCN which also publishes content across platforms such as DailyMotion and syndicates content on VuClip on mobile plans to grow in the South East Asian market. The funds will also be pumped in for enhancing the engineering.
“The market is ripe for creating great digital video programming which is backed by data and technology,” shared Pitalwalla, adding that his firm uses data analytics to decide what kind of programming to create.
According to Pitalwalla, Culture Machine currently gets 40 million views a month now with 80 million minutes of content consumed. He also informed to ET that, around 55-60% of the content consumed is already from mobile and expects it to grow 90% in two years.
Culture Machine has already tasted success with `India’s Facebook Timeline’ which was released last month before the Independence day, and `She called me Bhaiyya’ besides parodies like `Baby Deol’, `Gore Gote’, and `Sonam Kapoor’s Selfie Song’, among others. The firm has also successfully produced branded content while working on the Tata Safari’s #SafariTrails, Havells Appliances’ #RespectWomen, among others.
The company generates revenues from ads, brand solutions and content syndication, while getting interest from TV channels.
Culture Machine faces competition from the likes of HomeVeda, Qyuki and Pepper Media.