Crackle can now, as of this week, be found on Comcast’s Xfinity, coming full circle from OTT wannabe to an original content play that is now mainstream enough for TV viewers.
Sony’s Crackle started out as a user generated content site like YouTube, getting spooked when it found itself full of pirated content, to the point where it focused on professional content, went through a merger with Sony and a name change (it began as Grouper), and is now a combination of long form, mostly Sony, movies, peppered with its own studio original content. It has managed to avoid a head on clash with YouTube, and at the same time become one of the hottest properties in the OTT space – In short, it’s something different.
Crackle is advertising supported and as of April 20, its original programming will feature on Xfinity on Demand. This is Crackle’s first ever content deal with a US cable company. We imagine that now Comcast has thought of it, every other OTT service is likely to see whether it too can support Crackle content. The move was revealed just days before the Crackle OTT upfront presentation which is designed to pre-sell as much advertising as possible over the coming TV season.
Xfinity on Demand is available both on the TV through the X1 set top and also through multiscreen delivery to Comcast customers’ smartphones and tablets both in the home and out of home using the Xfinity TV app and website.
Its original content includes Jerry Seinfeld’s “Comedians in Cars Getting Coffee,” the animated series “SuperMansion” and the “The Art of More” starring Dennis Quaid.
“Our deal with Comcast expands the reach of our content to new audiences across Xfinity On Demand platforms,” said Eric Berger, EVP Digital Networks, Sony Pictures Television and GM, Crackle. “Now, millions of viewers will be able to access Crackle’s original programming on demand, without having to leave their set top box environment.”
Crackle is already available directly as an app on PlayStation, Apple TV, Chromecast, Amazon Fire TV, Xbox, Roku.