Streaming platform startup Diddo announced on Wednesday that it has raised $2.8 million in seed funding. The capital will accelerate the development of its proprietary API, which enables streaming services to integrate “shoppable” experiences directly into their video players, allowing viewers to purchase fashion and accessories seen on-screen in real-time.
From Chrome Extension to Streaming Tech
Founded in late 2022 by Rishi Nair, Ryan Sullivan, and Pamela Chen, Diddo began as a niche project—a Google Chrome extension designed to help reality TV fans replicate the outfits worn by stars on shows like “Selling Sunset.” The company has since pivoted to enterprise-grade technology, utilizing advanced computer vision AI to identify products within movies and television series.
The AI does more than identify luxury items; it automatically suggests comparable, lower-priced alternatives. This ensures that if a high-end designer piece—such as a $700 shirt—is out of a viewer’s budget, the platform can offer more accessible options.
Strategic Investors and Growth
The seed round was spearheaded by Link Ventures, with significant participation from high-profile figures including Scott Forstall (former Apple executive who led the iOS team), Dante D’Angelo (Valentino), Erica Lockheimer (LinkedIn), and Camille Ricketts (ex-CMO of Notion). The investment will fund the expansion of the company’s eight-person team, which recently added Rob Sussman—former Sundance CFO and MGM+ executive—as COO.
A Frictionless Approach to Shoppable Media
Unlike competitors that rely on intrusive QR codes or disruptive ad overlays, Diddo embeds its technology directly into the native video player. According to co-founder Rishi Nair, the company’s ability to process video within the existing ecosystem is a key competitive advantage. “These companies don’t have to send their video outside of their ecosystem. We’ve managed to set our computer vision within their video player to move from ingestion to commerce capabilities without leaving the environment,” Nair explained.
To prevent device strain, Diddo uses a time-stamped database approach. The platform scans content once, cataloging products at specific intervals. This eliminates the need for real-time, resource-heavy processing on the user’s device while watching on-demand content.
Market Penetration and Future Outlook
Diddo has already secured partnerships with 12 platforms, including Dailymotion, Mux, and the PlayersOnly sports network. The company is currently in active negotiations with major streaming giants, including Hulu.
The user experience is designed to be non-intrusive: viewers can browse an interactive storefront once the episode ends. Purchases are completed via a native checkout system that integrates with major e-commerce backends, such as Shopify, Amazon, WooCommerce, and Salesforce Cloud. Diddo operates on a commission model, capturing a 4% to 6% fee on every transaction.
The move comes as the streaming industry pivots toward retail media. Recent developments include Paramount’s partnership with Shopsense AI and Amazon’s expansion of “Amazon Live” shoppable streams into Prime Video and Freevee.