We've been innovating in streaming technology for a decade. Now we're building its future.
From our origins in the free ad-supported streaming TV (FAST) space to our joint venture with Comcast and Charter, Xumo is set to lead the future of streaming with its full suite of entertainment solutions for both businesses and consumers.

Author: Lady Learned, VP, Business Operations &amp; Planning, Xumo
As consumers shift toward flexible, cost-effective entertainment, free ad‑supported streaming television (FAST) has become central to streaming, and in 2025, Xumo Play delivered meaningful growth across audience, engagement, and programming.
Xumo Play delivered approximately 40% year‑over‑year monthly active user (MAU) growth in 2025, driven by strategic distribution investments, improved content discovery, and a growing slate of content that consistently meets viewers where they are.
A significant contributor to that momentum was continued gains in new-user adoption. Nearly one‑third of Xumo Play viewers in 2025 were new to the platform in any given month, signaling strong awareness, discovery, and repeat engagement. These gains were supported by improvements in product experience, smarter content organization, and expanded presence across key third‑party and owned‑and‑operated platforms.
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Engagement Deepened Across the Platform&nbsp;
Engagement metrics told an equally compelling story. Total hours watched on Xumo Play grew 64% year‑over‑year, while time spent per user grew 22% &mdash; clear indicators that Xumo Play is not only attracting more users but also delivering the kind of quality programming that keeps them engaged longer.
Xumo devices, a longstanding differentiator, played an outsized role in this growth, accounting for a significant share of viewing and delivering nearly 78% year‑over‑year growth in viewing hours. The synergy between hardware, UI, and content continues to be a powerful driver of long‑term traction.
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Strengthened Platform and Brand&nbsp;
Beyond audience and engagement gains, Xumo expanded its brand equity through Xumo‑branded FAST channels, including channels like Xumo Free Movies, Xumo Free Game Show TV and Xumo Free Westerns, which are available on both Xumo Play and third‑party platforms. Xumo-branded channels saw 50% year‑over‑year MAU growth, reinforcing the Xumo identity with curated, recognizable programming that complements partner content while strengthening the broader ecosystem.
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More Robust and Differentiated Content Lineup&nbsp;
Programming was another standout area in 2025. Xumo Play added over 150 new channels, bringing the lineup to more than 400 and broadening genre diversity across news, sports, lifestyle, entertainment, movies, food, crime, and more.
Exclusive and differentiated programming further elevated the experience. Notable launches included The NASCAR Channel, The NBA Channel, HBO Boxing, Live PD, Ancient Aliens, Cook&rsquo;s Country, The Lucky Dog Channel, and the Law &amp; Order FAST channel. Xumo Play was one of only five services chosen to debut Law &amp; Order at launch, underscoring its growing relevance among major content providers.
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Looking Ahead
Xumo Play enters 2026 with significant momentum and a clear roadmap. Xumo Play will be focused on further strengthening its content portfolio and distribution, investing in product and UX innovation, and personalized discovery. Another key focus area will be delivering meaningful value to advertisers and partners through our <a href="https://www.xumo.com/press/xumo-introduces-advanced-identity-solution-to-power-smarter-streaming-investments">advanced identity solutions</a> and <a href="https://www.xumo.com/press/xumo-expands-direct-access-to-premium-streaming-inventory-via-the-trade-desks-open-path">creating optionality and clearing hurdles for advertisers</a> to access our premium streaming inventory.
The milestones reached in 2025 reflect both the strength of the FAST category and Xumo Play&rsquo;s continued momentum in building a durable, differentiated FAST platform within it.
Xumo Play is poised for another transformative year that builds on the successes of 2025 and accelerates its role as a premier destination for both viewers and advertisers.

Xumo&rsquo;s Lady Learned, VP, Business Operations &amp; Planning, reflects on a record‑setting 2025 for Xumo Play, highlighting strong audience growth, deeper engagement, and expanding momentum across FAST. Learn how strategic distribution, differentiated content, and product innovation are positioning Xumo Play for continued success in the year ahead.

Xumo Play’s Record 2025 Sets the Stage for Continued FAST Momentum

&ldquo;We want to have the most direct path to demand,&rdquo; Jerrold Son, Xumo&rsquo;s VP of ad operations and integrations, told AdExchanger. And SPO &ldquo;helps us grow our demand base&rdquo; as programmatic buying becomes more popular in streaming environments, he added.

Xumo Gets Direct With The Trade Desk

New York &mdash; Jan. 29, 2026 &mdash; Xumo, the streaming joint venture between Comcast and Charter Communications, today announced a new way for advertisers to access Xumo&rsquo;s premium streaming inventory through OpenPath, a direct supply path from global advertising technology leader The Trade Desk. As the first publisher to connect OpenPath through FreeWheel, Xumo&rsquo;s primary ad serving platform, Xumo is helping to set a new standard for more direct access to connected TV (CTV) inventory.
This access enables advertisers and their agencies to seamlessly connect with Xumo&rsquo;s ecosystem, which reaches more than 60 million monthly active users across streaming devices, smart TVs, and ad-supported streaming channels. Further, OpenPath helps reduce layers in the ad tech stack and supports identity-aware buying across CTV.
The announcement builds on Xumo&rsquo;s recently introduced advanced identity solution, which incorporates Unified ID 2.0 (UID2). Initially developed by The Trade Desk, UID2 is an open-source framework using a hashed and salted identifier across devices and media ecosystems to help create a consistent advertising experience. Enabling this infrastructure allows Xumo&rsquo;s advanced identity solution to establish even more deterministic targeting across CTV.
Together, these efforts reflect Xumo&rsquo;s broader strategy to simplify supply routes and maximize the value of every dollar through more seamless connections to the buyside tools advertisers rely on to access premium streaming inventory.
&ldquo;Direct paths to supply matter more than ever as buyers seek efficiency, transparency and certainty,&rdquo; said Jerrold Son, VP, Advertising Revenue Operations, Xumo. &ldquo;By integrating OpenPath and UID2, we&rsquo;re reducing the friction that can weigh down performance from the ad stack and giving advertisers a clearer, more efficient route to viewers across Xumo&rsquo;s fast-growing ecosystem.&rdquo;
&ldquo;Connected TV represents some of the best digital media inventory available, yet the majority of the media buys remain locked in transactional and linear methods,&rdquo; said Will Doherty, SVP of Inventory Partnerships, The Trade Desk. &ldquo;Xumo&rsquo;s use of OpenPath demonstrates that programmatic opportunity in CTV will continue to grow, and by connecting through FreeWheel, we expect the tide to rise for everyone in CTV &ndash; advertisers, publishers, and consumers.&rdquo;
As the CTV marketplace evolves, Xumo is focused on providing advertisers simpler, more accountable ways to reach streaming audiences at scale. The inventory access through OpenPath represents another step toward a more efficient and transparent buying experience, designed to help advertisers maximize performance while supporting a healthy premium streaming ecosystem.
About Xumo
Xumo, a joint venture between Comcast and Charter, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company consists of three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise. Powered by Comcast&rsquo;s global entertainment platform, Xumo devices feature a world-class user interface that includes universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service with hundreds of ad-supported linear channels and on-demand options that anchors the free content offering on Xumo devices and is also available as an app on other major streaming platforms. Xumo Enterprise is the business-to-business arm of the joint venture, providing content makers, distributors and advertisers with tools and services to make FAST content more accessible.
About The Trade Desk
The Trade Desk&trade; is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe and Asia Pacific. To learn more, visit <a href="http://thetradedesk.com/">thetradedesk.com</a> or follow us on <a href="https://www.facebook.com/TheTradeDesk/">Facebook</a>, <a href="https://x.com/TheTradeDesk">X</a>, <a href="https://www.linkedin.com/company/the-trade-desk/">LinkedIn</a> and <a href="https://www.youtube.com/@TheTradeDeskInc">YouTube</a>.

Direct supply path connection to Xumo&rsquo;s premium streaming inventory gives advertisers more working media, less latency and clearer paths to performance

Xumo Expands Direct Access to Premium Streaming Inventory via The Trade Desk’s OpenPath

Whether we&rsquo;re bringing customers closer to their favorite entertainment, innovating our technology, or creating new platforms, we always strive to follow our three core pillars.

Technology that gives customers what they want, when they want it

Entertainment discovery targeted to each individual customer

An all-in-one portal to a world of entertainment

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Latest Xumo news

Xumo Play’s Record 2025 Sets the Stage for Continued FAST Momentum

Xumo Gets Direct With The Trade Desk

Xumo Expands Direct Access to Premium Streaming Inventory via The Trade Desk’s OpenPath

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