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Xfinity Goes Back to School in Style

Mari Silbey
9/9/2015
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Xfinity on Campus "isn't your parents' cable service."

So says Comcast Corp. (Nasdaq: CMCSA, CMCSK) Executive Vice President Marcien Jenckes, who announced an expansion of the video service from seven schools to more than two dozen colleges and universities in a blog post today. Starting this fall, Xfinity on Campus will be available at 27 campus sites (participating schools listed at the bottom of this page), with more schools expected to sign on for the service later in the year. Xfinity on Campus is bundled in with on-campus housing, which means students pay no extra fee for access.

Comcast's IP-based streaming product launched commercially only a year ago, but it's gaining momentum both in terms of audience reach and feature development. Soon, Comcast says it will add a cloud-based DVR option to the service and even allow students to download content for offline viewing. The company also plans to transition Xfinity on Campus customers to a consolidated Xfinity app that includes the ability to purchase content, alongside options for viewing live, on-demand and recorded TV. (See Comcast Streams Back to School .)

Although Xfinity on Campus is designed for watching video on laptops and mobile devices, Comcast acknowledges that extending the service to connected TVs is a likely possibility. Today, the cable company has a number of hybrid arrangements with schools that combine service delivered over traditional set-tops with deployment of Xfinity on Campus for mobile viewing. In the future, Comcast will consider making IP-based boxes -- like the current "Xi" client set-tops used for X1 customers -- available to students as a way of unifying service across TV and mobile platforms.

Xfinity on Campus
Xfinity on Campus

In Xfinity on Campus deployments so far, Comcast has tracked some interesting viewing patterns. According to the company, students are watching live television 62% of the time versus on-demand TV, which accounts for only 38% of total usage. Within the live television category, half of the shows watched are live sports, and those sporting events account for 78% of total viewing.

"If you give students access to live TV, they'll actually watch it," says Jeremy Andreoli, executive director of video services for Comcast Cable. Refuting the idea that consumers aren't interested in live programming, Andreoli notes, "We have proof that that's not the case."


Want to know more about the impact of web services on the pay-TV sector? Check out our dedicated OTT services content channel here on Light Reading.


Meanwhile, the success of Xfinity on Campus is important to Comcast for several reasons. Some schools, such as the University of Delaware, are returning as customers after previously abandoning Comcast for alternative solutions. Others are approaching Comcast for the first time because of the Xfinity on Campus service. The company is hoping that in the future it will be able to provide the campus product to every school in its footprint, although Jenckes notes that customers "need to have a very robust WiFi network on campus" for the service to be viable.

If Comcast can gain widespread distribution, the benefit goes beyond just the addition of customers at the college level. It also gives Comcast a way to hook new consumers at a critical stage of life with the hope that they'll return as paying subscribers after graduation.

"It is very important for us to have the next generation of our customers, to give them exposure to our products and services," says Jenckes.

Xfinity on Campus has also proven to be a useful experiment in planning out other Comcast video products. Jenckes, for example, points to the college service as a model for the upcoming Stream service. Stream, currently in a beta trial in Boston, offers online access to a skinny bundle of channels, including the broadcast networks, PBS and HBO for $15 per month. Likening it also to the now-defunct Aereo product, Jenckes says, "Stream is a similar service." He quickly adds, though, that, unlike Aereo, Stream adheres to the licensing terms of Comcast's programming contracts. (See Comcast Plays Down New OTT Service and Comcast 'Stream' Joins OTT Flood.)

In the college and university domain, Comcast does have some competitors, including Philo -- which has signed up roughly two dozen schools as customers for its multiscreen video service -- and Campus Televideo Inc. . (See Philo Raises $10M, Considers New Markets.)

However, the bigger threat to Comcast may be other multiscreen services that are available at a low cost without a contract, like Sling TV and HBO Now. Consumers may not spend the money for those services when Xfinity on Campus is bundled with student housing, but other OTT offerings are likely to gain appeal once school and parents are no longer footing the monthly bill.

Xfinity on Campus schools include:

Benedictine College, Brandeis University, Bridgewater College, Chico State, Dartmouth College, University of Delaware, Drexel University, Emerson College, Goucher University, Lasell College, Loyola University Maryland, Massachusetts Institute of Technology, Morehouse College, University of New Hampshire, Northwestern University, Oregon State University, Regis College, Rider College, St. Michael’s College, Seattle Pacific University, Sonoma State University, Washington & Lee University and Yale University.

Coming soon to Champlain College, Lebanon Valley College and Tennessee State University. The service will also be trialed at Carnegie Mellon University this fall.

— Mari Silbey, Senior Editor, Cable/Video, Light Reading

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DavidShingleton
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DavidShingleton,
User Rank: Light Beer
2/28/2018 | 3:46:18 AM
Comcast
Comcast isn't paying for this. It is being paid for by its customers through a Federally mandated universal connectivity charge. Comcast is buying a lot of good will with its customers money. Makes me sick. Yes, I had to write my research paper on internet and discovered that. They should, at least, have the honesty to let folks know who is paying the bill, rather than taking credit for it.
kq4ym
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kq4ym,
User Rank: Light Sabre
9/21/2015 | 4:32:06 PM
Re: Price?
Seems it's included in the housing cost and either a clever marketing device or diabolical. As it's "bundled in with on-campus housing, which means students pay no extra fee for access,
" one thinks it's free. Well of course not. But Comcast will cleverly get some income and not by accident get those students associated with the brand where they're likey to buy once their out of school.
KBode
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KBode,
User Rank: Light Sabre
9/10/2015 | 8:57:00 AM
Re: Price?
Yeah, me too. We used to gather around the TV in the dorm rec room and all watch movies at once, since many people didn't even have individual TVs. These days I imagine it's all tablet and smartphone tied...
mhhf1ve
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mhhf1ve,
User Rank: Light Sabre
9/9/2015 | 8:37:23 PM
Re: Price?
I vaguely remember college kids watching TV in large groups when I was in college... I wonder if that still happens now that everyone is sharing netflix accounts and watching shows on their phones?
mhhf1ve
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mhhf1ve,
User Rank: Light Sabre
9/9/2015 | 8:34:17 PM
Re: In my opinion
I can't imagine students doing that well in school if they're watching enough cableTV to want to pay for a subscription. I totally understand why Comcast wants to offer it, but it just seems like an unwise purchase for a student in college. 

College debt is going to be a major issue in the near future... let's hope kids don't miss the news while wasting time watching cable dramas.
KBode
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KBode,
User Rank: Light Sabre
9/9/2015 | 5:41:57 PM
Price?
So this is incorporated into the college admission costs? Do we have any hard data on how much this actually costs each student?
mendyk
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mendyk,
User Rank: Light Sabre
9/9/2015 | 4:01:19 PM
Re: Comtastic?
Yes, and then there was the "not your father's Oldsmobile" campaign -- which was launched only after GM decided its old (and Olds) image had to be erased for something new. That didn't work out well at all, but at least it was a conscious decision to break with the past, rather than a shot across the bow from a relatively puny part of the company that simply wouldn't exist without the revenue coming from the "parents' cable service" business.
Ariella
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Ariella,
User Rank: Light Sabre
9/9/2015 | 3:52:40 PM
Re: Comtastic?
@mendyk But any time you have a product declared "New and Improved," doesn't it imply that what it delivered before was "old and lousy?" So declared Archie Bunker's son-in-law in one of the episodes of "All in the Family."

 

mendyk
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mendyk,
User Rank: Light Sabre
9/9/2015 | 3:38:27 PM
Re: Comtastic?
"Misguided" is a kinder characterization -- but one that I might reserve for someone who makes an error in part because of inexperience or emotion. When a relatively high-level executive indirectly trashes the company's main revenue base, though, I think the needle moves in the direction of inane.
Ariella
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Ariella,
User Rank: Light Sabre
9/9/2015 | 3:28:26 PM
Re: Comtastic?
@mendyk Did we get a multiple choice test to fit with the school theme? I wouldn't go as far as insance, more like misguided.
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