All Watchable beta content is supported entirely through advertising.
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Initially, the service will be available on Watchable.com, Apple iOS devices and on TV via Comcast’s X1 set-tops. In fact, Comcast is making Watchable completely ad-supported rather than what many other streaming apps do, which is to charge a monthly subscription fee.
So, should you sign up?
Comcast does have a large installed base of 22-plus million TV subscribers, and Schwartz notes that “many of our Watchable partners have not traditionally had distribution on the TV, and we can give them a path to reach new audiences and further monetize their content on the biggest screen in the home”.
“We think Watchable can be a unique place that curates and distributes the best content from a few of the most recognized brands and producers on the web”, Comcast said in an announcement Tuesday.
If Watchable became a roaring success, that would siphon viewers away from the likes of, say, TBS, MTV or Travel Channel.
Watchable has a fairly well-rounded roster of content partners. The Watchable website and mobile apps will complement a curated collection of videos that will be made available to Comcast’s video customers who have its X1 Internet-connected set top box. If it works, it’s all upside. If people have a loose idea of what they want to watch, they can browse categories like entertainment, gaming, music, news and sports. The launch comes directly on the heels of Verizon’s Go90, a similar streaming VOD platform that has also aggregated content from familiar digital outlets, as cable and broadband providers race to claim their own stake in the streaming space now dominated by Netflix, Hulu and video sharing giant YouTube. Content partners include Mashable, Vice, Machinima, Disney’s Maker Studios, Buzzfeed and Vox Media-the latter two have benefited from major investments from Comcast subsidiary NBCUniversal.
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“Over time, we’ll add additional network partners, make the experience more personalized, and include new options to share content with friends”, Schwartz added.
