Wurl Company Profile

Background

Wurl, established in 2011 and headquartered in Palo Alto, California, is a leading provider of streaming video distribution and advertising services for connected TV (CTV). The company's mission is to create innovative technologies and services that accelerate the shift to streaming, making content more accessible and brands more impactful on the biggest screen in the home. Wurl interconnects over 1,200 streaming channels from top content companies with leading streaming distribution services across more than 50 countries, reaching over 300 million connected TVs globally.

Key Strategic Focus

Wurl's strategic focus centers on:

Content Distribution: Facilitating seamless integration between content owners and streaming platforms to maximize viewership and revenue.

Advertising Solutions: Providing data-driven advertising services that enhance monetization for publishers and advertisers.

Global Expansion: Extending its network to new territories, as evidenced by partnerships with platforms like ScreenHits TV to deliver FAST channels in regions including the U.S., UK, Germany, and Latin America.

Financials and Funding

As of 2021, Wurl reported annual revenue of $3.4 million with a team of 44 employees. The company has raised a total of $14 million in funding over multiple rounds, with the latest round occurring in August 2018.

Technological Platform and Innovation

Wurl's technological platform is distinguished by:

Proprietary Technologies: A robust infrastructure that supports the distribution of over 1,200 streaming channels, enabling efficient content delivery and monetization.

Data-Driven Advertising: Advanced analytics tools that provide insights into viewer behavior, enhancing ad targeting and effectiveness.

Global Reach: A network that spans over 50 countries, facilitating access to a diverse and expansive audience.

Leadership Team

Ron Gutman: CEO

Yuval Fisher: CTO

Dave Bernath: General Manager, Americas

Keith Bedford: General Manager, EMEA

Leadership Changes

In May 2021, Wurl expanded its leadership team by appointing five media industry veterans to lead business development, content strategy, and sales efforts. Notable appointments include:

Dave Bernath: Former General Manager of Comedy Central, now serving as Director of Business Development and Content Strategy.

Richard Cross: Former VP of Sales at Vubiquity, appointed as Director of Business Development in London.

Jose Maria ("Joe") Fregoso: Former Business Development Director at Mediagenix, now Director of Business Development for Latin America.

Michael Winneker: Former VP of Sales and Business Development at Vewd, serving as Director of Business Development.

Deanne Lewis: Former VP of Sales and Strategic Partnerships at Warner Bros., appointed as Director of Business Development.

Competitor Profile

Market Insights and Dynamics

The CTV industry is experiencing rapid growth, with the global market projected to reach $1 trillion by 2027, growing at a CAGR of 15% from 2021. As of 2021, there were approximately 1.1 billion streaming subscriptions worldwide, reflecting a strong consumer shift towards streaming content.

Competitor Analysis

Key competitors in the streaming market include:

Netflix: Holds a 27% market share with 220 million subscribers.

Amazon Prime Video: Holds a 20% market share with 175 million subscribers.

Disney+: Holds a 14% market share with 152 million subscribers.

Hulu: Holds a 13% market share with 45 million subscribers.

Apple TV+: Holds a 6% market share with 40 million subscribers.

Strategic Collaborations and Partnerships

Wurl has established significant partnerships to enhance its market position:

ScreenHits TV: Collaborated to deliver FAST channels in multiple regions, including the U.S., UK, Germany, and Latin America.

Curiosity Inc.: Selected by Curiosity Inc. to distribute and monetize its first FAST channel, Curiosity Now, across various streaming platforms.

This Old House Ventures: Partnered to power the delivery of This Old House content to Samsung TV Plus, facilitating OTT distribution and ad monetization.

Operational Insights

Wurl's strategic considerations include:

Market Position: Leveraging its extensive network and technological capabilities to maintain a competitive edge in the rapidly evolving CTV landscape.

Competitive Advantages: Strong partnerships with major content publishers and streaming services, a robust technology platform, and comprehensive analytics tools that provide insights into viewer behavior.