Peter Gabriel Data Firm 'The Filter' Acquired

Video streaming specialist 24i has acquired UK data company The Filter, which was co-founded by musician Peter Gabriel and uses data science and machine learning tech to help consumers find and watch more of their preferred video content. Terms of the deal were not disclosed.

With software developed by physicist Martin Hopkins using Bayesian mathematics and launched in 2018, Bath, UK-based firm The Filter aims to maximize viewer engagement through machine learning technology and a team of TV specialist data scientists. The platform invites users to set up a profile by rating different genres and artists in the film and music sectors, and then makes relevant recommendations.

The firm's 'More Like This' (MLT) algorithms offers content linkage-based recommendations built on users' latest viewing history, while its analytics studio provides key performance metrics on how people interact with content from every touchpoint of their user journey. The Filter's CEO Damien Read (pictured) will now serve as 24i's SVP of Data Products, and together with The Filter's team of data scientists will continue to be based in Bath, working alongside 24i's existing data team.

Gabriel comments: 'The Filter was born to help people find more of the content they want easily. We really like 24i's goal of providing a full range of tools to serve both the consumer and the content provider and feel that will provide a wonderful home for everything we've created within The Filter'.

Web sites: www.24i.com and www.thefilter.com .