Following the launch of its OTT video service Watchable in July, Comcast continues its attempt in broadening its content offering by adding digital videos right into its X1 set-top box. Bringing in short-form videos from a number of content providers, including ABC, Discovery, AMC, BBC America, and its subsidiary NBC, Comcast’s digital content mostly consists of clips of news and sports at the moment. While it probably won’t be enough to convince the customers considering cord-cutting to keep their service, it does offer a nice complement to the existing living room viewing experience.
What Brands Need To Do
With consumers of all age demos excluding baby boomers now watch as much digital video as television, traditional media companies are starting to recognize the importance of digital content in reaching the increasingly fragmented audience today. In August, Comcast invested $200 million in BuzzFeed via NBCUniversal, making a play for its viral digital content. As the audience continues to migrate towards OTT on-demand platforms, marketers and brands will have to follow the eyeballs, as well as developing a more comprehensive digital strategy and campaign approaches.