Utelly.com

What Utelly.com does

Utelly Limited, founded in 2013 and headquartered in London, UK, builds a B2B SaaS platform for TV and OTT content discovery. The company aggregates metadata from 50+ providers (Gracenote, TiVo, IMDB, Netflix, Amazon Prime, HBO Max, Rotten Tomatoes, TMDb, IVA, YouTube) into a unified repository, enriches it with proprietary NLP-based Named Entity Recognition and vector-based deduplication, and exposes modular engines for universal search (built on Elasticsearch), AI/ML-based recommendations via a model-competition framework, content promotion/merchandising, and CRM-driven retention. Customers include Pay TV operators, mobile operators, Smart TV and STB providers, OTT providers, digital publishers, and broadcasters, with named logos such as BT Group, EE, Telenet, MTG, Netgem TV, and Alma Media.

The platform is delivered API-first via REST and real-time APIs hosted on AWS, with hybrid-cloud containerized deployment available for enterprises that require on-premises infrastructure. Distribution combines direct enterprise sales with a 'Book a Demo' engagement model, OEM/embedded white-label deployment for platform providers, and self-serve access through the RapidAPI marketplace. Revenue is primarily subscription-based on annual quote-priced contracts, with secondary affiliate/referral revenue from the promotion engine.

Utelly opened an Amsterdam office in mid-2019 to support EU clients and was acquired by Synamedia in 2021; its technology now sits inside the Synamedia Go content discovery platform, sold to entertainment companies globally.

Name

Utelly.com

Legal name

Utelly Limited

Website

https://utelly.com

Company type

Private

Founded year

2013

Operating status

Acquired

Headcount range

11–50 employees

Short description

Utelly builds a B2B SaaS platform that aggregates and enriches TV and OTT metadata, then exposes modular search, recommendation, promotion, and retention engines via APIs for Pay TV operators, broadcasters, mobile operators, and OTT providers worldwide.

Ownership category

akta.pro rank

Product category

Content Discovery SaaS for TV & OTT

NAICS

Software Publishers (5132), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Personalization, Recommendations & Search (MPAHAJAF)

akta.pro secondary industries

Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG), Customer Support, CRM & Retention Tooling (Helpdesk, Churn, Messaging) (MPAHAJAM)

Keywords

• Content discovery platform
• OTT metadata aggregation
• Entertainment search API
• Video recommendation engine
• TV content SaaS

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription - Content Discovery Platform: Utelly generates revenue by providing its content discovery platform as a SaaS solution. Clients pay subscription fees to access metadata aggregation, AI enrichments, search, recommendations, promotion, and retention engines via APIs. The modular architecture allows clients to subscribe to specific components based on their needs.
2. API Usage & Hybrid Deployment: Revenue derived from API access tiers and hybrid-cloud deployment services where clients can host recommendation and search engines on their own infrastructure using containerization, potentially with associated service fees.
3. Affiliate & Monetization Revenue: Through the promotion and merchandising engine, Utelly captures affiliate revenue for content referrals and provides tools for content partners to bid for premium placement, creating transaction-based revenue opportunities.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Utelly is a cloud-based SaaS platform for TV and OTT content discovery. It aggregates metadata from 50+ sources (Gracenote, TiVo, IMDb, Netflix, etc.), enriches it via proprietary AI/NLP models, and delivers universal search, personalised recommendations, content promotion and CRM-driven retention engines to media companies via REST APIs on AWS, with optional hybrid-cloud deployment. The platform was founded in 2013, opened an Amsterdam office in 2019, and was acquired by Synamedia in 2021 to power Synamedia Go's content discovery capabilities.

Product overview

Utelly is a content discovery SaaS platform for TV and OTT providers, now part of Synamedia Go. The platform uses a modular architecture built on a Unified Metadata Repository. Core products include Go.Aggregate for metadata aggregation from 50+ providers, Go.Enrich for AI-powered metadata enrichment and cross-linking, a Universal Search Engine built on Elasticsearch, and a Recommendation Engine using ML model competition. Additional modules include the Promotion Engine (Go.Promote) for content merchandising and the Retention Engine (Go.Retain) for CRM-driven user engagement. All products are delivered as SaaS via REST and Real-time APIs with hybrid-cloud deployment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Go.Aggregate (Metadata Aggregation Engine) Multi-stage ETL engine that aggregates, cleans, deduplicates, and enriches metadata from multiple providers including Gracenote, TiVo, IMDb, Netflix, and 50+ other sources, supporting ID matching and AI-powered vector-based matching to create unified content datasets for TV and OTT content discovery applications.
• Go.Enrich (Metadata Enrichment Engine) AI-powered enrichment modules that transform sparse metadata into rich cross-linked datasets through Named Entity Recognition, content cross-linking, translations, and third-party data augmentation from IVA, Rotten Tomatoes, TMDb, IMDb, YouTube trailers, and imagery providers for TV and OTT catalogues.
• Universal Search Engine Entertainment-focused search engine optimised for TV and OTT content discovery, built on Elasticsearch with autocomplete, universal search, related results, adaptive search, synonym handling, partial match support, and attribute filtering, delivered via REST API.
• Recommendation Engine AI/ML-powered personalisation engine using machine learning techniques to generate content recommendations based on implicit and explicit user signals, employing a model competition approach where multiple algorithms compete, each scored per user context (device, time of day, viewing situation, session activity) to deliver personalised discovery for TV and OTT catalogues.
• Promotion Engine (Go.Promote) Content promotion and merchandising engine enabling clients to promote specific content to targeted audiences based on business rules and constraints, with features including promoted content placement, promoted offers injection, a bidding engine for content partners, affiliate linking, and product placement enrichment.
• Retention Engine (Go.Retain) User engagement and retention engine that integrates with CRM tools to deliver personalised content through push notifications and email marketing, including affiliate linking and bounties for content partners to monetise user referrals and maximise catalogue potential for TV and OTT operators.

Quantifiable outcome

• Up to 2x improvement in search conversions with autocomplete feature
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability8 records

Feature6 records

Partnerships

One partnership is on record.

• SynamediaflagshipStrategic or Co-development PartnerSynamedia acquired Utelly to boost Synamedia Go's content discovery capabilities. The acquisition integrates Utelly's content discovery technology into Synamedia's portfolio, bringing the best content discovery toolkit to entertainment leading companies. Synamedia Go now includes Utelly's metadata aggregation, AI/ML enrichments, search & recommendation APIs, CMS and promotion engine.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Deltatre: Deltatre is a media and sports technology vendor offering digital platforms, content management and OTT solutions to broadcasters and rights holders. It overlaps with Utelly in serving broadcasters and OTT providers, but operates as a much broader end-to-end platform partner.
• Kaltura: Kaltura is a video platform SaaS provider offering cloud video infrastructure, OTT TV platforms and monetization tooling. It serves broadcasters, operators and enterprises with overlapping video/cloud capabilities, though its focus is broader than Utelly's discovery-specialist scope.
• Comscore: Comscore provides audience measurement, content metadata and cross-platform video analytics. It overlaps with Utelly in entertainment metadata and content classification, particularly for broadcasters and digital publishers, though its primary focus is measurement rather than consumer-facing discovery.
• JW Player: JW Player provides video player, streaming infrastructure and content monetization tools for publishers and broadcasters. It overlaps with Utelly at the intersection of OTT platform technology and recommendation/engagement, but is broader in scope across player and ad tech.

Direct peers

• Xperi (TiVo): Xperi's TiVo business sells entertainment metadata, universal search, voice and recommendation products to Pay TV operators and Smart TV manufacturers. It is both a data source for Utelly (TiVo metadata) and a direct competitor for discovery and personalization deals.
• Gracenote: Gracenote (owned by Nielsen) is the leading entertainment metadata and content discovery provider for Pay TV, streaming and music. It is Utelly's most direct competitor in metadata aggregation, search and recommendation, and is also one of Utelly's upstream data suppliers — making it the closest comparable peer.
• ThinkAnalytics: ThinkAnalytics provides personalized content recommendations and metadata services to Pay TV operators, broadcasters and OTT platforms globally. Its Think360 platform directly competes with Utelly's recommendation, search and metadata enrichment engines in the same enterprise telco/broadcaster segment.

Emerging players

• Mux: Mux provides video infrastructure APIs (encoding, playback, analytics) for developer-led streaming platforms. It is a partial competitor at the OTT platform infrastructure layer and shares Utelly's API-first, developer-centric distribution style, though it does not address content discovery.
• Icareus: Icareus provides content metadata, recommendations and OTT platform solutions for broadcasters and operators, primarily in the Nordics and Europe. It directly competes with Utelly in metadata and recommendation SaaS for Pay TV and OTT, though at a smaller scale.
• Yospace: Yospace specializes in server-side ad insertion (SSAI) and dynamic ad placement for live and on-demand streaming. While its focus is ad tech rather than discovery, it sells into the same Pay TV and broadcaster buyer base and competes for adjacent wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/utelly
• Xx.com/utellyTV
• Facebookfacebook.com/utellytv

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Utelly.com