Future of TV Advertising

NBCUniversal WatchBack gamifies TV viewing to build fandoms around its shows

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By John McCarthy, Opinion Editor

October 7, 2018 | 2 min read

NBCUniversal is looking to make TV viewers more adventurous by encouraging them to try new shows on a new free app called WatchBack

NBCU Watchback

NBCU Watchback drives monetisation

It has gamified TV viewing for users. Viewers can win points if they elect to watch select shows on the app. It serves as a promotional tool for shows, a loyalty-building exercise for NBCU and allows the network to track viewer tastes and trends, helping it understand the heat and draw of its content.

Variety reports that WatchBack is on launch funneling viewers into watch E!’s new reality show Ashlee+Evan. Those who catch the first two episodes of the show on the app will be put into a prize draw to win points worth $100. These points will be redeemable at more than 60 partners, including Amazon, Best Buy, Burger King, Domino’s, eBay, Fandango, Krispy Kreme and more.

The app stocks full episodes and clips from across the NBCUniversal portfolio. Some of the content hosts pre-roll ads to further monetises the output.

The app says it helps TV fans “Explore new brands and rediscover the ones you love”.

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