Apple Acquires Video Discovery Firm Matcha (Report)

The company's app shows content available via pay TV providers, streaming services, such as Netflix, Hulu and Amazon, and digital stores, such as iTunes.

Apple, led by CEO Tim Cook, has acquired video discovery firm

The deal, first reported by VentureBeat, could allow Apple to leverage the firm's content navigation information for its own TV initiatives, but the technology giant declined to detail specific plans for the company.

Financial details weren't available.

Matcha, via its web site and app, has provided users with an overview of film and TV content available on pay TV providers, streaming video services, such as Netflix, Hulu and, as well as digital video stores, such as Apple's iTunes.

Matcha has also allowed users to manage what they watched via a queue, get content recommendations and tap into social networks to see what friends were watching. But the company's site has featured the message "This service is no longer available," with Wednesday's deal news providing the explanation for that.

The message also says that Matcha hopes "we were able to improve your TV and movie viewing experience."

Apple told VentureBeat in a statement: "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans." CEO Guy Piekarz declined to comment.

Twitter: @georgszalai