Comcast is moving to bulk up the content library for its millennial audience-targeted Watchable service with a newly announced slate of exclusive programming.
Comcast is working with partners including as Refinery29, mitú and Cut.com to develop and produce three online series. Ballin’ on a Budget, Cholos Try, and How to Human are all available starting today. Later this year, Comcast plans to launch additional series from BuzzFeed Motion Pictures, CollegeHumor, Cut.com, POPSUGAR and Studio 71.
“Over the last year, the trends that compelled us to introduce Watchable have accelerated. Digital native video is hotter than ever. In fact, Watchable mobile traffic is increasing 40 percent month over month, and TV viewers are proving to be incredibly engaged – with session times averaging over 30 minutes,” said Jamie Gillingham, VP of strategic development in TV for Comcast, in a statement.
All of the series will be available online via Comcast’s X1 set-top box, at Watchable.com, and on the Watchable app for Android and iOS.
Comcast launched a beta version of Watchable last year with 30 content partners. Partners announced at that time that don’t appear to be taking part in the initial batch for exclusives include AwesomenessTV, Discovery Digital Networks, Mashable, The Onion, Scripps Networks Interactive, Vice and Vox.
The free, ad-supported Watchable from Comcast goes head-to-head with similar offerings like Verizon’s Go90, which is also engineered to target a millennial audience.
- see this Comcast press release