On this episode of Inside Content, I sat down with Stefan Van Engen, Head of Content and Partnerships at Xumo, to unpack what’s really driving FAST growth - and what “quality over quantity” looks like when you’re operating at scale.
Stefan oversees both Xumo Play (Xumo’s direct-to-consumer FAST app) and Xumo’s enterprise business, which powers thousands of channels across dozens of platforms. As he explained, Xumo is a Comcast–Charter joint venture with three core lines: Xumo Play (DTC FAST), Xumo’s device/OS footprint (including Streambox and smart TV partnerships), and Xumo Enterprise (B2B channel + tech services). Importantly, he emphasised that all of this is underpinned by advertising - because in ad-supported streaming, scale and performance are everything.
When we dug into what’s working, Stefan pointed to a familiar mix: classic and nostalgic TV remains a steady performer; crime continues to be a standout genre; news spikes during major moments; and sports is increasingly important - not necessarily for top-tier live rights, but for the “shoulder programming” that keeps fans engaged between events.
A big theme throughout was discovery. Xumo organises by genre (not channel numbers) and dynamically shifts placement based on usage, time of day, and relevance - paired with editorial promotion like hero placements and in - grid merchandising. Stefan also shared why Xumo built “house channels”: many studios and distributors want ad-supported distribution without running their own branded linear channel. Genre-based house channels solve that, help viewers find what they want fast, and can also be syndicated to third-party platforms to differentiate Xumo’s offering.
We wrapped with what he’s most excited about next: continued improvement in content quality (including marquee moments arriving on FAST),ongoing evolution in product experience and personalisation, and a shift in advertising from largely programmatic toward deeper sponsorships and integrated brand relationships.
Key topics:
● Xumo’s business lines: DTC, devices/OS, and enterprise (B2B)
● FAST programming: what performs (nostalgia, crime, news, sports)
● House channels and genre-led discovery
● Platform merchandising vs. content quality
● FAST distribution via Sky (UK) and Rogers (Canada)
● The future of ad models: sponsorships and deeper integrations
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