Cord-cutting has yet to hit the mainstream, but one service is beefing up its offering in an attempt to make it more of a reality. The connected TV provider Boxee — which lets users watch TV programs, films and other content from the internet on their TV sets — is today announcing that it has picked up $16.5 million in funding to expand its service offering. The Series-C round was led by new investors Pitango and SoftBank; existing investors General Catalyst, Spark Capital and Union Square Ventures also participated.
Isaac Hillel, a partner at Pitango, who will join Boxee’s board.
The funding follows on from a previous round of $6 million, made when Boxee only had 12 employees, an alpha-version of its software and no Boxee Box. Currently the company has 34 employees and sells its cubic Box (pictured) and software in 30 countries.
The funding will be used for recruiting more employees in New York and Tel Aviv; adding more content in the form of movies, TV shows and other video; and working on improving content discovery. In an emailed note, Andrew Kippen, VP of marketing for Boxee, also says that the company wants to work on how to “handle all the video on a TV with no need to switch inputs.”
The company recently added Netflix (NSDQ: NFLX) and Vudu content to its Boxee Box and there is likely to be more aggregation of that kind coming up. And because distribution/landgrab is key right now, there will also be further integration with other consumer electronics, such as a TV set being designed by ViewSonic that is “based” on Boxee.