Comcast’s Xfinity is rolling out StreamStore, a new all-in-one hub designed to manage the tangled web of streaming apps and subscriptions by putting them all under a single platform and bill. The move is a clear play by the cable giant to become the central utility for digital entertainment as more viewers cut the cord.
All under one roof: The StreamStore, available on the company's Xumo and X1 devices, acts as a digital storefront aggregating over 450 streaming apps and a library of 200,000 on-demand titles. Instead of just being a launchpad for apps, it allows users to discover, subscribe to, and manage services directly on their TV.
One bill to rule them all: The core pitch is simplifying payments by rolling all subscriptions into one monthly Xfinity bill. The platform will also feature Comcast’s own bundles, like the $15-a-month StreamSaver package which includes the ad-supported tiers of Netflix, Peacock, and Apple TV+.
The rebundling race: Comcast isn't the only one trying to become the new streaming gatekeeper. The move comes as Verizon is backing away from its similar +play platform, while competitor Charter has signaled it's building its own storefront to solve the same problem.
The big picture: The scramble is on to become the new front door for streaming. As the traditional cable bundle fades, the race is to build the platform that controls access to content—and the customer relationship that comes with it.
The wider view: This push comes as Comcast continues to bleed traditional video customers, having lost 427,000 in the first quarter of 2025. The competitive landscape for aggregators is also heating up, with rival Charter hiring a veteran pay-TV exec to build out its own storefront. Interestingly, the two companies are simultaneously partners in the joint venture behind the Xumo Stream Box, the very hardware powering these competing services.
