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José E. Velez Silva

Comcast: Adapting to reflect the consumption habits of our audience

Latinos being pacesetters of cultural and technological change, Comcast continues to innovate right alongside them. “We’re adapting to reflect the consumption habits of our audience…and shape a new era in Hispanic media. This includes a specific focus on streaming, which Hispanics tend to over-index on when it comes to media consumption,” said José E. Velez-Silva, VP Multicultural Brand Marketing de Comcast.

Free/ad-supported programming accounts for close to 50% of total viewing on the Xfinity Flex.

Peacock, XUMO, Pluto, and Tubi are among the most viewed apps on the platform. “This is the result of the addition of Peacock Premium at no additional cost and enhancements to make all ad-supported programming more discoverable with the experience,” said Velez-Silva.

Additionally, content-centered curation has driven increased engagement. “Flex’s content forward design puts free programming front and center, making it easily discoverable alongside all the subscription content our customers receive,” explained Velez-Silva.

He also mentioned that despite that nowadays most of the programming is available on-demand to watch when and where the user desires, the value of traditional linear TV should not be understated. “Despite a significant decrease in the number of live sports and other events during the pandemic, we still saw an increase in traditional linear programming year-over-year. Additionally, we’re seeing data that shows us how streamers value the lean-back experience of linear TV.”

He highlighted that Comcast approaches streaming from all of the angles -SVOD, FAST, or AVOD service-. “As a technology company, it’s not about which business model is better, but instead about delivering an entertainment platform that brings them all together in an intuitive and seamless way. Fully embracing the different ways that consumers stream content, we developed our UI/UX to provide a universal search feature that makes it easy for our customers to find programs they want to watch regardless of whether it’s on an SVOD, FAST, or AVOD service.”