Comcast’s Xumo Launches ‘What To Watch’ Channel With Xfinity Curation Shown To Spur Fivefold Increase In Viewer Engagement

deadline.com:

EXCLUSIVE: Xumo, the free streaming outlet acquired two years ago by Comcast, is launching a channel aimed at helping viewers find programming on its free, ad-supported linear offerings.The new “what to watch” destination, which Comcast says is the first of its kind in the world of FAST (increasingly a focus for major streaming players), is shaped by editorial film and TV curators at Xfinity, Comcast’s longtime pay-TV and broadband interface.The curation element, which Xfinity has featured for years, is seen as a potent tool for engaging viewers.

According to Comcast, initial trials of curated content on Xumo in 2021 got five times the average level of streaming starts or clicks and 5.6 times the average number of viewing hours.The Xfinity What to Watch channel will feature movies and TV shows picked by editors and organized by theme.

In a blog post, Comcast said the goal is to offer “a lean-back viewing experience akin to a traditional television channel.” Existing Xfinity editorial series like Hangouts and What to Watch Live will be interspersed within the live channel.The FAST launch comes at a time of significant activity for Xumo.

Comcast paid more than $100 million to acquire it in 2020 but has held its cards close to the vest in terms of how it could ultimately fit into its overall streaming strategy.