U.S. HISPANIC
Comcast: Video remains a major part of our strategy
Maribel Ramos-Weiner| 23 de septiembre de 2022
Jose Velez Comcast
Video continues to be an important part of Comcast’s strategy, even as the industry evolves and consumer behavior shifts to streaming. “As a company, we pivoted focus to the connectivity business a few years ago, but the video remains a huge part of how we’re looking to wrap around our broadband service with products and services that add value and our customers want,” said José E. Vélez-Silva, VP, Multicultural IMC Brand Marketing at Comcast.
Vélez highlighted that the company has invested in a scalable and flexible video platform. “That powers our entire entertainment portfolio and delivers unique experiences for different customer segments. For those that value the full content bundle, we have X1, and for those who prefer a streaming-only video experience, we have Flex. With a product like Flex, we now have a pathway to introduce streamers to our video platform and all its great features, including our voice search technology, cross-app content aggregation capability, and a content-first user interface.”
Asked about the Hispanic users’ acceptance of Xfinity Flex, he said that it’s very similar to what they see in X1. “Hispanic customers have been very receptive to Flex and value the way it aggregates all their favorite programming, including Spanish-language content, into one experience. Flex is currently in millions of Xfinity Internet households, and growing.”
Taking into account that Hispanics over-index on streaming when it comes to media consumption, he said that many still value a traditional TV subscription as well. “Comcast is thinking of video more holistically now, with the goal of introducing all customers, including Hispanic households, to our video platform. We want to target the right customers with the right product, whether that’s X1 via a pay-TV subscription or Flex for our broadband-only households,” he concluded.
