Comcast is reportedly looking to buy an ad-fueled streaming company ahead of its own foray into the streaming wars.
The cable colossus is in “advanced” talks to acquire Xumo, a California-based firm that provides free online video streaming with advertisements, The Wall Street Journal reported Thursday.
The negotiations between Comcast and Xumo are exclusive, according to the Journal, but the potential deal’s financial terms are unknown.
A Comcast spokesman declined to comment on whether the discussions have taken place. Xumo did not respond to a request for comment.
The reported talks come as Comcast’s NBCUniversal gets ready for the April launch of its Peacock streaming service, which will be supported by ads as well as subscriptions. Peacock’s content library will include original programs along with beloved shows such as “The Office” and “Parks and Recreation,” NBC has said.
Xumo has more than 190 content channels — including NBC News — that can be streamed on smart TVs or mobile phones. The company also has apps on entertainment services such as Roku and Comcast’s Xfinity X1.
A Comcast-Xumo deal would not be the first case of a big conglomerate taking over a smaller streamer. Viacom agreed to buy Pluto TV, another free streaming service, for $340 million in January. Viacom closed its mega-merger with CBS earlier this month.