• by Alex Weprin , December 3, 2018

When Facebook launched Facebook Watch in August 2017, it was meant to be a home for exclusive original content, created just for the social network. Now, more than a year into its existence, Watch is pivoting in a significant way.

Facebook is now on the lookout for nonexclusive but well-established content.

The company has struck a deal with Fox to stream three cult-favorite TV shows: “Buffy The Vampire Slayer,” “Angel” and “Firefly.” These shows are not exclusive to the platform. They are available to anyone with a Hulu subscription and can be rented or purchased from various streaming video platforms.

CNBC reported last week that Facebook was in discussions with a number of major studios for nonexclusive library content as part of a larger effort to focus Watch on its older users. The Fox deal is likely just the beginning of those efforts.

By seeking out nonexclusive library content, Facebook is effectively putting itself in competition with a number of free video services, including Pluto TV, Tubi and Xumo. These services all rely on acquired, nonexclusive content to power their platforms. 

How does a service stand out in an environment without exclusivity? Through distinctive user interfaces, unique recommendation algorithms and/or curated linear feeds.

Facebook, however, is taking a different approach.

While viewers will be able to watch any episode whenever they want, Facebook is also hosting “Watch Parties,” where the stars of the shows will answer fan questions and provide live commentary. That's star power few other outlets are equipped to match. Likewise, Facebook already has millions of users who “like” the shows on its platform and can alert them to free viewing.

Whether those differentiating factors can drive viewership for Watch is a different question. As Facebook picks up more shows and leverages its scale, it may be able to drive the audience necessary to make Watch an attractive place for advertisers to shift their marketing budgets.