Kaltura has bought Rapt Media, an interactive personalised video startup, for an undisclosed amount.
Rapt Media, which was founded in 2011 and raised $12M in funding, offers customers interactive video technology for a range of uses cases.
Rapt Media customers include Mercedes, EMC Dell, Alight Solutions and eBay. Kaltura said the deal will solidify its role as the leading global provider of interactive video capabilities. Kaltura CEO Ron Yekutiel said the company wants to continue leading the charge for video interactivity and personalising and investing in smart video analysis, analytics and AI tools.
“I am excited that Rapt Media customers can now benefit from Kaltura’s wide range of video solutions and easily expand their video strategy to support any use case that may arise today and in the future.” said Erika Trautman, CEO and founder of Rapt Media.
Kaltura already offers support for some interactivity in videos, particularly with quizzes, but co-founder and CEO Ron Yekutiel predicted that this technology is going to become increasingly important: “The bigger play in the world of enterprise and the world of education is a play towards interactivity and personalization.”
Kaltura isn’t the only interactive video startup — for example, I’ve been impressed by the branching narratives powered by Eko. But Yekutiel said Rapt stood out because it offers true interactivity (not just adding a few buttons and links to a linear video) for marketing, education and HR. He also praised its “high availability and reliability with zero lag time.”
In addition, Yekutiel said Kaltura customers had already expressed interest in integrating with Rapt, and he argued that the biggest benefit comes in bringing the technology into the broader Kaltura platform.
Yekutiel said Rapt team members will continue to work out of their office in Boulder, Colorado and bring the total Kaltura headcount to more than 450.