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Think selfies are narcissistic? Yevvo wants you to live-stream your life.

Tel Aviv-based Yevvo raised a new round of funding today — $3.7 million, to be exact — with hopes of convincing you to casually broadcast your life in real-time to your friends.

Yevvo is not alone in this space; it faces major competitors, including Livestream and Google’s Hangouts on Air service. That said, Yevvo’s emphasis on spontaneous video streaming takes the “event” out of Livestream’s “live events.”

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According to Yevvo CEO Ben Rubin, the app allows users to “participate in someone else’s reality — as it happens, with absolutely no friction.” At its core, Yevvo believes there’s a “growing demand for the intimacy of live mobile-to-mobile video.”

Previously, Yevvo raised a $500,000 seed round through DreamIt Ventures’ accelerator program.

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