// startup autopsy
SetJam
Finding TV shows across streaming services before it became a bigger problem
platform dependencyAcqui-hire
Fatal mistake: SetJam built a content discovery product entirely dependent on streaming platform APIs and partnerships, creating a fragile foundation that could not withstand competitive pressure from better-funded rivals.
Key Events Timeline
FOUNDING
SetJam founded in the USA to build a cross-platform TV content discovery and search service.
FUNDING
SetJam raises $694K in seed funding to develop its streaming content aggregation platform.
PRODUCT LAUNCH
SetJam launches its TV discovery product publicly, gaining early press attention but struggling to retain users amid growing competition.
ACQUISITION ATTEMPT
Acquisition discussions initiated as SetJam struggles to grow beyond its seed stage without additional funding or major platform partnerships.
SHUTDOWN
SetJam is acquired in an acqui-hire transaction, effectively ending the independent product as the team is absorbed by the acquiring company.