The Filter, which was co-founded by musician Peter Gabriel, uses data science, analysis and machine learning to help consumers find and watch video content.

The deal, which is for an undisclosed fee, will enhance 24i’s video services by offering data-driven personalisation and recommendations.

The Filter chief executive Damien Read will become 24i’s senior vice-president of data products, and will continue to lead the data science team in Bath.

The data science team at The Filter will work with 24i’s data team to further develop the firm’s data tools and products, including quality of service metrics, content usage and royalty reporting capabilities.

Dr Neale Foster, chief executive at 24i, said: “The Filter’s managed service is based on a ‘test, learn and refine’, artificial intelligence-based methodology that sets it apart from other off-the-shelf recommendation engines and analytics packages.

“We’re excited to bring this expertise in advanced, data-driven personalisation and recommendations into 24i’s modular offering.” 

Gabriel said: “When we began with The Filter, a personalised recommendation engine was a very new concept and small innovative independent pioneers played a critical role in evolving what is now data science.

“This nascent industry is now an established part of media and, with 24i’s backing, The Filter’s fantastic data team will be able to make a difference to a much wider audience, improving the user experience for millions more consumers around the world.”

Read added: “Continuously improving personalisation is enormously important to our streaming customers and our powerful insights often help to shape their strategic thinking.

“We are very excited to be joining the 24i family as this will help us to further develop our offering and bring this game-changing technology to a wider range of entertainment companies worldwide.”