Revolutionizing Entertainment Via Next-Gen Platforms And Tech

As the streaming landscape, and its operators, continue to look for new and exciting offerings to retain customers and captivate new audiences, the wealth of choice has brought innovative considerations to our entertainment corners. Amid the fragmented market, the industry’s North Star is the data behind where the most time is spent with content––and these strategies may seem all-too-familiar.

Bundling is not a new concept. The combination of internet, home phones and television packages was a game-changing evolution that efficiently provided customers with the services they wanted at an affordable price. Digital transformation offers various options and new paths for technology to innovate, but requires operating a fast, reliable, and secure network. The industry continues to work at warp speed today for connectivity, convenience, and customization for tomorrow; what’s next?

What Is StreamSaver and Where Does it Fit?

While connectivity opens the door to every type of content the internet can offer, we see companies like Comcast – a leading connectivity company – setting a new standard driven by their legacy.

Comcast is one of the various U.S. cable operators experimenting with streaming offers and TV packaging, having recently introduced its StreamSaver bundle that includes Peacock, Netflix and Apple TV+ at just $15 per month. With its offer for broadband, the bundle has not only received interest from existing cable customers who have downgraded their services, but also bringing in a new customer base who want the convenience and ability to curate their entertainment options.

With the emergence of new bundling deals, understanding the changes in consumer preferences gives us a key understanding of these opportunities. According to a recent Prosper Insights & Analytics survey, more than 50% of participants across Gen-Z, Millennials, Gen-X and Boomers currently do not bundle any home communication services – providing an immense opportunity for new customers and audiences looking to save on their monthly bills. This includes the internet, cable mobile devices and even those who still utilize landline phone services.

“It’s been well received by our consumers, both existing customers and new customers, which is exactly what we thought would happen, but even better,” said Christine Whitaker, president of Comcast’s Central Division, adding the operator sees it as “a premium streaming package that retains existing customers while attracting consumers who want both the Comcast quality of services and the value prospect of bundling.”

What makes this bundle stand out from the rest is the unique ability to add StreamSaver on top of Xfinity Internet, mobile and TV, as well as the value-centric model known as the NOW portfolio, which utilizes the same high-performance network at an even more affordable price. Comcast provides an easy and straightforward path to upgrade to ad-free versions of services in the StreamSaver bundle for a fee, so consumers aren’t locked into watching ads nor do they need to disconnect from the bundle if they want to upgrade.

Consumer Preferences Driven by Partnerships & Next-Gen Tech

Streaming platforms have been at the forefront of entertainment for a long time, as the explosion of more than just on-demand content has been driving the astronomical uptick in total TV usage. In 2023 alone, Americans streamed more than 21 million years’ worth of video – a 21% increase from the 17 million years’ worth in 2022 according to Neilsen data. To keep up with the ever-changing media landscape and consumer preferences, streaming platforms can benefit from partnering with legacy organizations who specialize in behavioral habits – especially the industry’ post-pandemic slump.

As shows, sports and movies we love to innovate on their ways to capture audiences, so too do the platforms and technologies that deliver them. For example, Netflix has been transcending the boundaries of traditional entertainment delivery over the years. As a frontrunner in streaming services, Netflix has reshaped the entertainment landscape, offering unparalleled access to a vast library of TV shows and movies at the viewer’s fingertips with evolutions in the viewing experience, including recent interactive storytelling.

The brand recognition of Netflix, as the second most popular streaming service behind Amazon Prime Video, coupled with the sporting dominance on Peacock and originality on Apple TV+ makes for strong appeal to consumers. While unique in their own sense, what these platforms and others all have in common is their heavy reliance on technological advancements to innovate.

Highly intelligent algorithms, content delivery networks (CDNs) for a seamless and tailored experience, as well as cloud computing technologies are required to scale more quickly and efficiently without sacrificing quality. A role that a strong partner like Comcast can help with in addition to their marketing and customer acquisition expertise pairs well with.

Overseeing more than 16,000 employees and 21 million customers across a 12-state footprint, “we constantly evolve and adapt to meet our customers’ expectations,” said Whitaker. “We have invested more than $20 billion over the past five years in technologies and our network to make partnerships and unrivaled experiences like this possible.” Nearly 90% of Americans based in the central region are familiar with Xfinity services, according to a recent online survey conducted by Edelman DxI.

The Future of At-Home Entertainment

Delivering easy navigation and aggregated content discovery using Comcast’s platforms powered by its award-winning Entertainment Operating Systems, including X1 and Xumo Stream Box, is a direct response to consumer behavior and what the company believes is the next step in at-home entertainment.

While StreamSaver remains flexible and is open to potentially including other streaming services depending on behavior habits, the long-term vision and hope is to become a one-stop destination for streaming, fitness, music, and gaming aggregated into one place. So, gone are the days of scrolling and changing apps – Comcast’s technologies make it possible to pull everything into one centralized system. This enables consumers to spend less time searching and more time enjoying, while simultaneously expanding digital equity.

“Comcast sits at the intersection where connectivity, innovation, entertainment, and platforms converge, and they all stress the importance and necessity of having access to high-speed, reliable connectivity. It’s not just about creating shiny new toys, but ensuring digital equity is a priority,” added Whitaker.

Watching the streaming and bundling landscape unfold has shown that providing continued innovation for entertainment portfolios to meet the evolving needs of consumers starts and ends with understanding the behaviors and preferences of audiences. When companies hone their focus on understanding time spent with television, internet and mobile, they have the foundational data they need for effective and efficient planning for the future.