Comcast’s Xfinity today rolled out Xfinity Membership, an enhanced loyalty program that automatically enrolls over 30% of existing Rewards participants into a tiered system calibrated by service count and tenure. Customers with one service or fewer and under one year with Xfinity qualify for Silver status, while those with four or more services and over a decade of tenure achieve Diamond status. The program promises weekly movie giveaways, $1 rentals, exclusive merchandise drops every Thursday and streaming discounts such as complimentary Peacock Premium for eligible members, all accessible via the Xfinity app without additional fees or enrollment steps.

To inaugurate Xfinity Membership, Comcast is hosting the BAHC Live! Concert Series during Super Bowl week in San Francisco. The lineup features three headliners—pop artist Benson Boone, EDM DJ Martin Garrix and country star Chris Stapleton—performing February 5–7. Eligible Members in the Bay Area can claim free tickets on a first-come, first-served basis, gaining access to the VIP Xfinity Club Cortina lounge complete with themed gondolas, live Milan-Cortina Games broadcasts and on-site food and beverage services. Two sweepstakes—including one national prize covering travel, lodging and full VIP access for three nights—will award a total of four winners and their guests.

On January 16 Comcast unveiled its second retail location in DeKalb County at 3910 Flat Shoals Parkway, Atlanta, following a ribbon-cutting attended by county commissioners and local business leaders. The store’s interactive floor plan showcases multi-gig internet demonstrations, WiFi PowerBoost capabilities, Xfinity Mobile devices with potential first-year wireless savings of up to 50%, and Comcast Business technology consultations. Open six days a week plus Sunday afternoons, the outlet aims to reduce customer travel time and foster in-person support for K–12 and college students, seniors and small-business operators seeking reliable connectivity solutions.

Comcast’s Universal Ads platform, which enables brands to create, purchase and measure premium video campaigns, has appointed David Shaw as Head of Global Expansion. In this role, Shaw will architect the platform’s market entry strategy across Europe, Asia and Latin America, oversee local team recruitment and establish partnerships with regional broadcasters and agencies. Since its U.S. debut last year, Universal Ads has processed over 1,200 campaigns and delivered more than 500 million video impressions, and Shaw’s mandate is to scale that footprint to an estimated 10 new markets by year-end.