The streaming war is intense right now. Thus, companies will go to any lengths to dish out products and services that most everyday TV watchers have never heard of. Case in point, Comcast has reportedly acquired an over-the-top streaming service with a paid and ad-supported free tier for both live and on-demand programming, called Xumo.
Granted, it sounds like the name of a Pokémon. Additionally, Comcast has not disclosed much about this deal. However, Xumo apparently reported more than 5 million users in April of last year. So… the service is not absolutely mythical.
To give you more information, and there is quite some following to do here: Xumo is a California-based streaming service that Viant, the Myspace parent company, started back in 2011. It’s now a part of the media conglomerate Meredith Corporation, which owns Entertainment Weekly and People, to name a few. Meredith later acquired Viant during its 2018 acquisition of Time Inc. However, in November 2019, Viant bought themselves back from Meredith Corp. You can read more about that here.
Apparently, Time thought to buy Myspace a decade after it was relevant was a smart move. Clearly not. Moreover, and yes, there’s a little more, Xumo was started in partnership with Panasonic because a smart TV and streaming service is a combination that people fawn over.
It is still unclear how Xumo can help Comcast in the streaming war. Maybe Xumo does have a secret sauce on the technical side that will make an acquisition worth it. Whatever be the case, the hunger for staying above in the streaming war is insatiable and companies are willing to do whatever it takes to keep Cerberus satiated.