Comcast ‘Watchathon Week’ Breaks VOD Marks

March Binge-Fest Outpaces Previous Usage Record by More than 42% 4/18/2013 11:49 AM Eastern

Comcast’s “Xfinity Watchathon Week” in March for set-tops and IP-connected devices “blew away” video-on-demand records for views and hours watched,  company VP of video services Maggie McLean Suniewick said in a blog post

“Not only did we beat our previous records but we saw double-digit percentage increases in viewership on XOD  – up over 25 percent year-to-year and over 15 percent from our previous viewership record set in 2011,” she added.

And that’s precisely the sort of thing Comcast hoped to achieve with its Xfinity On Demand promo, which was targeted to “binge viewers,” and designed to attract more customers to its set-top VoD and TV Everywhere services… all while stealing some thunder from Netflix.  The Watchathon, which ran from March 25-31, offered more than 3,500 episodes from 30 TV networks to Xfinity TV subscribers for no extra charge, including full seasons of current shows from premium channels HBO, Showtime and Starz. Customers, McLean Suniewick added, “logged millions of hours catching up on the hottest shows.”

Among other Watchathon Week stats:

  • The number of hours logged during the week jumped 46 percent year-to-year, beating Comcast’s previous record by 42 percent.
  • It set new records on the site and the Xfinity TV Player app for tablets and smartphones (no specific numbers were supplied).
  • When factoring in shows offered across platforms, Game of Thrones, Duck Dynasty, Downton Abbey, The Walking Dead, Dexter, Girls, Vikings, Revolution and Spartacus were among the top 20.