It's clear that streaming services are the present and future of video distribution. But that doesn't mean that cable companies are ready to give up on your monthly dollars.
A sign of this is Comcast, the US's second-biggest cable company, debuting a new streaming service today. Comcast already had an offering that let subscribers stream its Xfinity cable live channels and access some titles on demand. NOW TV Latino differs in being a separate, additional streaming service that people can subscribe to independently of Xfinity cable for $10 per month.
However, unlike streaming services like Netflix or Max, you can only subscribe to NOW TV Latino if Xfinity is sold in your area. NOW TV Latino subscriptions include the ability to stream live TV from Spanish-language channels that Xfinity offers, like Sony Cine and ViendoMovies. And because Comcast owns NBCUniversal, people who subscribe to NOW TV Latino get a free subscription to Peacock with commercials, which usually costs $6 per month.
From cable to streaming
In addition to NOW TV Latino, recent Comcast efforts to stay relevant in a TV and movie distribution world dominated by online streaming have centered on bundling. As streaming giants like Netflix struggle with customer churn, bundling is the current favored tactic to keep customers subscribed for longer.
Comcast is selling NOW TV Latino as a separate service, but it’s truly a Peacock bundle. The cable giant is also selling the streaming service bundled with its cable service or with its recently released streaming bundle that combines Comcast’s Peacock with Netflix, Apple TV+, and ads for $15/month.
While popular for streaming service providers, cable companies were some of the pioneers of the bundling strategy, which can overwhelm customers with confusing rates and services that some may not need. As Comcast CEO Brian Roberts said in May while announcing the aforementioned Peacock/Netflix/AppleTV+ bundle: "We’ve been bundling video successfully and creatively for 60 years, and so this is the latest iteration of that."