Sony's ad-supported online video platform Crackle has made a major step in its quest to migrate into a mainstream TV network, carving out a carriage deal with Comcast (NASDAQ: CMCSA).
Starting Wednesday, Crackle shows including Jerry Seinfeld's Comedians in Cars Getting Coffee will be available to the nearly 22 million Comcast Xfinity TV customers via Xfinity On Demand.
For Comcast, the acquisition further strengthens its VOD library, which has seen robust audience growth recently as content selection has expanded.
"We are continually expanding our on demand content offering and Crackle's growing portfolio of high-quality original series is a unique and valuable addition to our Xfinity On Demand platform," said Franz Kurath, VP of content acquisition for Comcast Cable.
Crackle, meanwhile, has access to a huge swath of mainstream viewership it didn't have before. Sony has already removed Crackle from the "Newfront," the spring Madison Avenue market in which advertising for digital video platforms are sold. Crackle now sells the bulk of its ads in the traditional "upfront" TV marketplace.
"Our deal with Comcast expands the reach of our content to new audiences across Xfinity On Demand platforms," said Eric Berger executive VP of digital networks for Sony Pictures Television and GM, Crackle. "Now, millions of viewers will be able to access Crackle's original programming on demand, without having to leave their set top box environment."
For more:
- read this Crackle press release
- read this Adweek story
Related articles:
T-Mobile's Binge On OTT service challenges other carriers to a data duel
Online video companies quest for the holy grail of personalized content
Sony lawyer warns news outlets not to report on 'stolen data'