Comcast is the first pay TV operator to roll out TV Everywhere nationally, following a small scale trial earlier in 2009 (Time Warner and Verizon are currently developing their own versions of this model). By allowing online access to cable content and enabling these videos to be viewed outside the home on authenticated devices Comcast is providing its subscribers with additional flexibility. This enhancement to Comcast's pay TV service may help the company to retain customers in the face of the growing threat posed by over-the-top (OTT) video services. With free-to-view catch-up available through online outlets such as Hulu the development of TV Everywhere is, in part, a defensive move by pay TV operators looking to protect their position as 'gatekeepers' to premium content. Additionally, as OTT video consumption continues to grow launching a value-add online video proposition may help Comcast to maintain its relevance among both consumers and cable networks looking to exploit their library online.

In the short-term the provision of Fancast Xfinity TV may help Comcast to upsell customers to a dual-play package. However, the announcement that Fancast Xfinity TV will be accessible to all Comcast pay TV subscribers in 2010 will mitigate this incentive.