Viacom has further expanded the reach of its recently acquired ad-supported streaming platform, Pluto TV, announcing native integration into Cox Communications’ Contour platform.
Integration of the streaming platform means that it now shows up in the Contour user interface and is addressable via voice remote.
For Viacom, which paid $340 million for the AVOD platform in January, it’s the second major distribution announcement for Pluto TV in the last week—earlier, it said that the streaming service is now available to Amazon Fire TV users in the UK, Germany and Austria.
As for doing business with Cox, the cable company has just under 4 million video subscribers, according to Leichtman Research Group estimates. But it’s unclear as to exactly how many of those use Contour, which is Cox’s licensed and rebranded version of Comcast’s X1 platform. A little more than a year ago, Cox said it had gathered 1 million Contour users.
Pluto TV said it was reaching 12 million monthly users at the time it was purchased by Viacom. It now says that number is up to 16 million.
Typically, Cox announces integration of OTT platforms—Tubi was another recent addition—after Comcast introduces them to X1. And an X1 integration is said to be on the way, but Comcast hasn’t announced it yet.
“This is one more important step in our mission to entertain the planet,” said Tom Ryan, CEO and co-founder of Pluto TV, in a statement. “The launch of Pluto TV on Contour and Contour Stream Player will provide Cox customers with endless enjoyment of our curated, lean-back streaming offering."