Traditionally a tool to get customers to upgrade their video package and eschew Netflix, Comcast's "Watchathon" promotion will now include the SVOD service in its Xfinity Watchathon Week promotion.
The fifth annual event, which takes place April 3-9, allows Xfinity TV customers to watch on demand shows on networks that aren’t in their programming tier.
For this upcoming Watchathon, Netflix—which integrated Netflix service into its X1 video platform last year—will allow all X1 users, even those who don’t subscribe to the SVOD service, to access its Netflix shows.
“The focus of Xfinity Watchathon Week is to provide complete, unlimited access to the best programming and give our customers the ability to sample, binge and explore everything our content partners have to offer,” said Andy Hunter, VP of programming for Comcast Cable, in a statement.
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Comcast said it has delivered more than 71 million hours of programming, across numerous platforms, for 2016’s Watchathon Week.
The operator, however, didn’t disclose how many customers upgraded their programming tier. More than 50 networks are tied into the promotion.
Comcast is currently working to integrate other over-the-top services, Sling TV and YouTube, into its X1 platform. Currently about half of the company’s pay-TV base has X1.