Xumo, the free, ad-supported streaming TV service now owned by Comcast, wants to make the case that it’s in the same league as its two primary rivals, Fox’s Tubi and ViacomCBS’s P…
, wants to make the case that it’s in the same league as its two primary rivals, Fox’s Tubi and ViacomCBS’s Pluto TV.
For Xumo, a big part of the viewership surge this year undoubtedly is related to the COVID pandemic, as millions of Americans have been quarantined at home, CEO Colin Petrie-Norris acknowledged. But he also attributed Xumo’s growth to expanded content, new distribution partners, and a deeper integration of Xumo’s on-demand catalog with parent Comcast Cable’s Xfinity X1 and Flex, which resulted in a nearly 40% increase in viewing sessions on the X1 pay-TV and Flex broadband-only platforms.
Xumo and the other free streamers have been booming, while subscription VOD services also have been surging. Where is the growth coming from? The loser has been traditional pay-TV: Note that Comcast’s residential TV subs totaled about 19.5 million at the end of the second quarter of 2020 — shedding 1.17 million over a 12-month period.
So far in 2020, Xumo has expanded its distribution footprint to 75% of connected TV devices with the addition of Sony and Panasonic smart TVs. It also has added new marquee channels featuring content from BeIn Sports Xtra and America’s Test Kitchen, and more than doubled its on-demand library of free movies to over 10,000 titles through pacts with Relativity Media and Broad Green Pictures and A24 coming on board soon.
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