Rogers has expanded its licensing agreement with stateside counterpart Comcast that will see the Canadian telecom continue to leverage Comcast’s hardware and software solutions for its suite of Internet and video services.
As part of the deal, Rogers will soon offer a streaming television device that uses Comcast’s Entertainment Operating System (OS), marking the first time that Rogers has offered a Comcast-developed streaming box to customers in Canada.
The device will function similarly to Comcast and Charter’s Xumo Stream Box, though Rogers customers won’t be getting that specific device, a Comcast spokesperson confirmed to The Desk on Wednesday.
Instead, the Rogers streaming device will operate on a white-label version of Entertainment OS that is tailored specifically to Rogers, similar to Entertainment OS devices that are distributed to Sky customers in Germany and the United Kingdom, and Foxtel customers in Australia, the spokesperson said.
Rogers plans to offer the device to customers of its Ignite TV and Internet service. It previously offered a version of Comcast’s Flex box — which was replaced by the Xumo Stream Box in the U.S. — under the “Ignite Stream Box” branding.
The device is just one of several components of Rogers’ expanded licensing deal with Comcast, which will allow the Canadian telecom to continue offering white-label versions of Comcast’s TV and Internet hardware to its customers.
Rogers already offers its traditional cable TV customers Internet-connected set-top boxes that are powered by Comcast’s X1 platform, and Comcast Internet gateways are repurposed and rebranded for similar offerings from Rogers.
“Our partnership with Comcast builds on our legacy of bringing Canadians the best networks, entertainment and services in the world,” Tony Staffieri, the President and CEO of Rogers Communications, said in a statement. “Canadians want to be connected to the best entertainment, anywhere, without interruption, and we’re proud to partner with Comcast to make this a reality.”
The expanded partnership comes at a good time for both companies: Data offered by Rogers shows subscription streaming use in Canada has jumped 200 percent since 2019, and the average Canadian households subscribes to twice as many services compared to five years ago.
Most streaming customers in Canada say the number of connected TV options is “overwhelming,” according to Rogers, and that they spend way too much time searching for something to watch. Rogers says its customers frequently express a desire to have a single platform for all their video needs — and that is what Comcast’s Entertainment OS provides.
“Building on our nearly decade-long partnership with Rogers, we’re thrilled to deliver the next-generation of our entertainment and connectivity products, like Entertainment OS and the latest gateways, to millions of customers across Canada,” Dave Watson, the CEO of Connectivity and Platforms at Comcast, said in a statement. “Now, with the addition of these new products and services, even more customers in North America will be able to take advantage of Comcast and Xfinity’s innovative technologies.”
With the Internet powering digital video and other services, Rogers said it understands the need to invest more in providing better, reliable broadband to its Canadian customers.
“Through this agreement, Rogers will offer its customers the latest gateways developed by Comcast, enabling them to experience 10G technologies like multi-gigabit speeds, ultra-low lag and even better reliability,” a Rogers spokesperson said in a statement. “This will deliver a truly converged and seamless experience between Wi-Fi and wireless and between devices and apps.”
