Comcast Bows ‘Free This Week’ Marketing Campaign Featuring Third-Party Content

Comcast Jan. 3 announced the launch of “Free This Week,” a new year-long marketing campaign that aims to offer Xfinity customers more reasons to remain pay-TV subscribers. The program offers subs access to a weekly selection of content from top participating streaming services and premium networks.

The programming will be curated and available on X1 and Flex, in addition to the Xfinity Stream app and Xumo’s XClass TV.

The first two weeks will feature free access to wellness apps such as The Great Courses, Gaia, One Day University, Gaiam TV, Sweat Factor and FitFusion by Jillian Michaels. Future participating networks and streaming services include HBO Max, Paramount Global’s Showtime, Revolt, History Vault and Lifetime Movie Club, among others.

The campaign comes 10 years after Xfinity’s inaugural free content sampling, Watchathon Week, and represents an evolution of the company’s free programming strategy providing customers with something free to watch, every week of the year. New data released by Xfinity shows viewership typically doubles during the time a network or streaming service participates in a content sampling initiative.

“We are offering customers a no-strings-attached chance to discover something new every week of the year, building on the great success previously established with events like Watchathon Week and Free TV Week,” Sophia Ahmad, EVP and CMO for Comcast Cable, said in a statement.

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