American telco Comcast will reportedly launch a rival to YouTube in the coming weeks, with Business Insider claiming the new platform is likely to be called Watchable. Its report focuses on non-music partners, suggesting that Vox, BuzzFeed, AwesomenessTV, The Onion, Vice and NBC Sports may be striking deals with Comcast to put their content on Watchable.

The new platform is expected to be made available through Comcast’s Xfinity X1 set-top boxes, as well as iOS and Android devices. This is all about the advertising, apparently. “Comcast is currently the largest seller of video ads in the United States. As platforms shift to digital, Comcast doesn’t want to lose market share, but they’re losing it to YouTube and Facebook,” claims one source. Comcast’s rival Verizon is mulling its own move into online video with shortform content along the lines of YouTube, for similar reasons.

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