Thats super cool: Flam is building video you can interact with while it plays.

Its Flicks format packs multiple variations into one small file, so a viewer’s tap can change what happens on screen. Flam says switching takes under 10 milliseconds.

That opens up useful possibilities for product demos and stories where viewers choose what happens next, without waiting for another clip to load.

The company says it has raised a $40M Series B led by QED Investors to expand its AI research and products.

Getting those interactions to feel immediate is a worthwhile problem to work on.