Comcast’s decision to focus on exclusive series for Watchable, its ad-based, short-form OTT video offering, is producing some early results.
Since launching its initial slate of exclusive fare for Watchable in August, 37% of all new viewers to the platform have come into sample those exclusive titles. Engagement with Watchable’s full complement of content has also risen 26% since exclusives were introduced, Comcast said.
Watchable premiered two exclusives this week – Am I Doing This Right? with Kelsey Darragh from Buzzfeed, and Knock Knockfrom PopSugar. With those factored in, Watchable has launched nine exclusive short-form series this year.
Comcast debuted Watchable in beta form last fall, offering it via an app for smartphones and tablets, web browsers, and over-the-top to its IP-capable X1 set-top boxes. Of those platforms, Watchable’s web site is seeing the most traffic. Awesome Pet Thoughts is the most-viewed series for Watchable on X1, as it’s been programmed to appear along more traditional TV content in the service’s lifestyle section.