On January 16, NBCUniversal revealed several details about its forthcoming Peacock streaming service. The platform will be available in three tiers; free, $4.99 with ads, and $9.99 without commercial interruption. Besides, the conglomerate announced its subscription-video-on-demand (SVOD) service would debut on April 15 for Comcast customers and July 15 nationwide.
Peacock’s Unusual Marketing Strategy
Notably, NBCUniversal isn’t pursuing the same monetization strategy as other streaming services for its SVOD product. Instead, the corporation hopes to make Peacock profitable through a combination of subscription fees and paid ads. To that end, the company is rolling out a range of display options for advertisers.
The Comcast subsidiary will give brands the option featuring their products in 60-second bursts, as part of interactive trivia, or as full-screen pop-ups when the service is paused. Peacock will also present ads based on what the viewers watch and will make relevant products available for purchase through the service. The corporation has already formed partnerships with State Farm Insurance, Target, and Unilever.
The media company hopes its SVOD product will attract between 30 million and 35 million active users by 2024. Moreover, the firm hopes to establish its user base by making Peacock’s $4.99 available to Comcast and Cox Cable customers at no additional cost. The two pay-TV providers have a combined 24 million customers, and NBCUniversal is looking for other distribution partners.
It’s worth noting other streaming services have found success by teaming with other corporate giants in the past. Walt Disney Studios worked with Verizon and Google to land 41 million downloads of its Disney+ service within 60 days.
Peacock’s Content Offerings
NBCUniversal has also made some untraditional choices regarding the content available through its VOD. Notably, Peacock’s free tier will only host 7,500 hours of content, including new and classic NBC shows and Universal movies. Conversely, the service’s two paid tier will give users access to more than 15,000 hours worth of movies and TV shows.
Peacock’s flagship offerings include beloved legacy TV shows like “The Office” and “Law & Order” franchise and quality films like “John Wick” and the “Fast and Furious” series. The service will also host new original programs like “Mr. Robot” creator Sam Esmail’s take on “Battlestar Galactica.” In addition, the platform will feature remakes of “Saved by the Bell” and “Punky Brewster.”
Furthermore, the SVOD will also house eSports comedy “The Squad,” which is produced by “The Big Bang Theory’s Johnny Galecki. Also, NBCUniversal is considering producing a reboot of “The Office” for its service.
The streaming service will also offer users content not commonly hosted on SVOD. For instance, Peacock subscribers will be able to stream content from the 2020 Summer Olympics and NBC News. The platform will also debut new installments of “The Tonight Show Starring Jimmy Fallon” and “Late Night with Seth Myers” hours before they broadcast.
At present, the SVOD space is incredibly crowded. Established streamers like Netflix, Hulu, and Amazon Prime have nearly 150 million subscribers in the United States. However, Peacock’s free tier, appealing content offerings, and unconventional revenue generation strategy suggests it could be quite successful.