), Xumo has about 10 million monthly active users. And just 6% of US AVOD users use Xumo, compared with nearly half of US AVOD users who use the ad-supported version of Hulu, 30% who use Roku, and 27% who use Pluto TV, And Xumo isn't special compared with other AVOD services. Theoretically, Comcast could enhance Xumo similar to how ViacomCBS has done with Pluto, by adding more channels based on familiar IP.
Comcast will likely aim to expand Xumo's audience by leveraging the app's integrations into connected-TV hardware, particularly across its own devices. Xumo is already integrated into a broad range of smart TVs, including from LG, Panasonic, and Vizio, and CTV devices. And in August, Comcast integrated Xumo onto its proprietary Xfinity set-tops, X1 and Flex, which included voice-activated search functionality.
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