Philo is debuting a new logo on Wednesday and finalizing the rollout of updated streaming video apps for connected devices as part of a large brand overhaul.
The logo was officially revealed on Philo’s Instagram page earlier this morning after several days of cryptic, treasure map-themed posts. It debuted last Friday when Philo updated its apps for certain Apple devices, something that a handful of subscribers noticed on certain social media platforms.
In addition to the updated logo, Philo has also tweaked the user interface on its smartphone, tablet and smart TV apps, as well as the version of Philo that is accessible through conventional web browsers like Google Chrome, Microsoft Edge and Safari.
The update involves new content recommendation carousels and tiles, a more-streamlined menu and other navigational improvements, and better labeling of content that is saved to a user’s cloud digital video recorder (DVR) or otherwise available on-demand through linear channels available on Philo.
The refreshes are part of a major brand overhaul that Philo is set to announce further in the coming weeks, a spokesperson confirmed last Friday. The changes come as Philo solidifies its position as a low-cost streaming alternative to traditional pay television services, one that offers entertainment and lifestyle networks at a relatively affordable price, and which are available across most Internet-connected screens found in American homes. Philo charges $28 per month for a base package of more than 80 channels.
The last time Philo refreshed its identity was two years ago, when it posited itself as a place where viewers could tune in for comfort food television. The networks it carries — including BET, Comedy Central, AMC, Nickelodeon, MeTV Toons, A&E and the History Channel — tend to program their schedules with reality shows, off-network reruns of sitcoms and dramas, and feature-length films (some channels edit their movies for general audiences; others, like IFC, do not).
The direction of Philo’s latest brand refresh isn’t entirely clear — a spokesperson said the full picture should be revealed by early October — but it comes as the service has made considerable investments in programming and customer service.
Like other streaming pay TV alternatives, Philo has increased its offering of free, ad-supported streaming TV (FAST) channels, which enables it to add more content and channel options without raising prices on customers (it recently made the FAST channels available to watch through Philo without a paid subscription). In June, Philo further increased the amount of content offered on the platform by integrating the ad-supported tier of AMC Plus into its base programming package, saving customers around $5 per month.
