In its continuing effort to lead the industry into the age of multi-screen video delivery, Comcast this week announced that its Xfinity on-demand streaming app can now be used on iPhone and iPod Touch devices. Previously limited to iPads, the service expansion speaks to the importance of mobile distribution in the operator's long-term quantum video strategy.
This enhancement enables device owners to stream a wide variety of content from Comcast's on-demand library to their mobile iOS devices, but only via Wi-Fi--no mobile tech support (3G/4G) is included.
While extending reach to its content is the next step in Comcast's quantum video strategy, the question still remains as to whether consumers will actually use a mobile video service. Given that there is no additional cost, no doubt many consumers will test the service; whether they actually use it on a regular basis or see added value in its use remains to be seen.
According to TDG's latest research, among those interested in a 'TV Everywhere' type service, only 27% found high value in the ability "to view TV programs and movies on [their] portable/mobile devices."
Nonetheless, Comcast is looking to amp up its multi-screen on-demand offering in an effort to compete more effectively with multi-screen services such as Netflix, which recently expanded its reach to include Android devices and delivers over high-speed mobile networks (neither of which Comcast's new service supports).
While an appropriate and important extension of its on-demand app, Comcast has a long way to go before its multi-screen offering will present enough value to consumers to discourage churn or downgrades and improve consumer loyalty.
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