Summary:

Clicker is taking its social and search capabilities mobile with a new iPhone app. The app, which will act as a companion to its website, will enable users to search for videos, share what they’re watching and create playlists of shows and videos to watch later.

iphone only

Video search startup Clicker is taking its social and search capabilities mobile with a new iPhone app available today. The app will act as a companion to Clicker.com and Clicker.tv, enabling users to search for iPhone-ready video, share what they’re watching with friends and create playlists of shows and videos that they can save for later.

The mobile app extends Clicker’s bread-and-butter search capabilities to a new screen so that users can view content that is available online. But since the iPhone doesn’t support Flash, there’s not nearly as much video content that can be watched on the mobile device as on the web at large. As a result, Clicker has built the ability to only search for iPhone-compatible content in its index of videos. But for users that are searching for a certain piece of content not available on the iPhone, they can now add that video to a playlist to be viewed later from a supported web browser.

The app also has all the social capabilities that Clicker built into its service recently, allowing users to create profiles and “check in” to certain shows and videos and share what they’re watching with friends. It also enables users to comment on and rate the videos they’re viewing, and like location-based services such as Foursquare and Gowalla, it provides virtual rewards for video check-ins.

Social video and media apps have become a hot market as startups and existing content distributors alike have rolled out apps to capture user info and data associated with what people are watching on TV and online. Social video sites and app makers like Tunerfish, Miso and Philo have already rolled out mobile applications to allow users to check in to their favorite TV shows and web videos, and CBS recently got into the game with its TV.com Relay mobile app for sharing what TV shows you’re watching online.

But Clicker CEO Jim Lanzone says that, while social checkins will be a growing part of the company’s traffic, it’s still primarily focused on the search and discovery part of the business. Based on its search functionality and new social features, Clicker is on track to serve 1.5 million unique users in August. Availability on mobile devices like the iPhone, and a coming app on the iPad, should help to grow that number as time goes on.

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