Comcast’s TV Everywhere: Credibility with advertisers

Comcast says that it’s no more than 60 days from rolling out TV Everywhere throughout its service area. The project is in trial now and has already signed up 24 networks to supply content. We believe this is a critically important model for streaming video because it has credibility with advertisers, and these guys are the critical ingredient in any video strategy.

We still believe that TV Everywhere would benefit from some non-aligned authentication source, or from a system of federation run by the networks that contribute the content. Still, even in its current form, it offers the first chance at dodging the problem with ad sponsorship in online video—the “too-few-eyeballs-for-interest” problem. This makes streaming content an incremental viewing source to traditional TV.