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Exclusives Driving New Viewers to ‘Watchable,' Comcast Says

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.

RELATED: Comcast Adds Exclusives to ‘Watchable’ OTT Mix

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.