Natural language processing-based video content recommendations provider Jinni was boarded as Xbox's newest partner. The new, multi-year licensing agreement, allows Jinni to power Xbox's content media catalog suggestions. Although Jinni refused to disclose the terms of the agreement, its software technology would be gaining notoriety via Xbox and the video game's movie library and show.

Jinni co-founder and CEO Yosi Glick said in an interview with tech news site Techcrunch, "The Jinni solution will be used to power discovery of professional video content, such as TV shows and movies, within the content selection pages. Jinni is the only discovery engine that is based on semantics [...] So when you ask Jinni for a recommendation it answers like a best friend, who also happens to be a movie expert, and therefore knows exactly what you'll enjoy watching."

The news saw video discovery as a hot trend, largely credited to the acquisition of Matcha.tv by Apple Inc. Techcrunch said that Matcha.tv's expertise in providing viewers useful and accurate suggestions on what content type they would enjoy had prompted Apple to purchase the second screen TV startup. Jinni claimed that its unique technology would be able to produce the same success as with Matcha.tv.