Comcast’s Xfinity broadband service has launched StreamStore, an online destination for discovering, purchasing and managing streaming apps. Available to Xfinity TV and Internet customers, StreamStore puts a retail spin on a selection of 200,000-plus programs and more than 450 apps. StreamStore is available on a subset of devices that run the Comcast Entertainment OS platform, including X1 set-tops and media players, the Xumo Stream Box and the Xfinity Flex box, and is also being made available via Xfinity.com. Apps for services including Netflix, Disney+, HBO Max, Apple TV+ and others purchased through StreamStore can now be added to Xfinity customer bills.

In a media environment in which too much choice can overwhelm consumers, Xfinity is emphasizing the simplicity of StreamStore, saying it facilitates content search and discovery, “harnessing tech to make the complicated easy and entertainment smarter, simpler, and more connected,” according to an announcement.

Peacock, Paramount+, Hulu, ESPN+, Discovery+ and roughly 100 smaller niche services are also eligible for purchase and billing through Xfinity. “Notably absent is Amazon’s Prime Video, which is part of the Prime membership program,” Variety points out.

Bundles like StreamSaver — a package that includes Apple TV+, Netflix standard with ads and Peacock for $15 — are available at the StreamStore, which also offers bundles like NOW TV and NOW TV Latino. All in the same place customers manage their Xfinity Internet, Mobile and TV accounts.

Later this year, Xfinity plans to add new StreamSaver bundles and a la carte streaming apps, plus “enhanced subscription management” capabilities, according to the company.

“Comcast has come a long way since April 2018, when it decided to stop worrying about streaming and start integrating popular apps into what was then its flagship video system, Xfinity X1,” writes StreamTV Insider, adding that since then, “X1 has taken a back seat as Comcast is now marketing its Xumo joint streaming venture with Charter Communications,” which operates the Spectrum cable brand.

“One of the center pieces of that initiative is the Xumo Stream Box, a skinny IP set-top that runs on the Comcast Entertainment OS and is compatible with a wide variety of streaming apps,” StreamTV Insider reports.

Light Reading says StreamStore is not currently launching on Xumo TVs, which are sold at retail and not through Comcast or Xfinity. “However, there is ‘deep interest’ in the concept of an operator-supplied smart TV, Xumo President Marcien Jenckes told Light Reading in January” at CES 2025 in Las Vegas.