Comcast and Warner Bros. Discovery have unveiled a distribution renewal deal across Xfinity and Sky UK that includes Comcast nabbing rights to bundle ad-supported versions of Max and Discovery+ in its streaming packages.
Terms of the new multiyear deal were not disclosed, but the new agreements will also see WBD content delivered to Xfinity and Sky UK and Ireland. The overall distribution pacts also allow Comcast to offer WBD’s portfolio of linear cable networks to Xfinity TV customers, including TNT, TBS, CNN, Discovery, Food Network, HGTV, TLC, and Investigation Discovery.
The new multiyear distribution deals for Comcast and WBD come as media giants are increasingly willing to partner with other competitive companies on streaming bundles.
“We extended our partnership with Warner Bros. Discovery to distribute its networks and expanded our ability to deliver its premium streaming content, including Max and Discovery+, in a way that provides more choice and flexibility to all of our customers as the video ecosystem continues to evolve,” Greg Rigdon, president of content acquisition for Comcast, said in a statement.
Comcast and WBD are betting “complementary” libraries on their services, including via streaming packages, will lead to sticky subscribers, reducing churn and boosting engagement.
“Through these agreements, we will bring Warner Bros. Discovery’s extensive portfolio to our customers however they want to consume the content across our existing and future linear television and streaming bundles. These broad and multi-year agreements underscore the value and appeal of our linear portfolio for audiences in the U.S.,” Bruce Campbell, chief revenue and strategy officer, WBD.
Increasingly, global media players are positioning streaming bundles as the best value for TV subscribers.
“The combination of content from our partners, alongside our slate of Sky Originals, and Sky’s leading aggregation of the UK and Ireland’s best content apps gives us an unrivalled entertainment proposition and an exceptional line-up of the world’s best shows,” Dana Strong, group CEO of Sky, added in a statement.
