NBCU’s Peacock Plots Promoting Add-on Subscriptions to Different Streamers

Peacock’s subsequent development wager is not a blockbuster present or sports activities deal.

NBCU’s flagship streamer is plotting to promote add-on subscriptions to different specialty streamers on its platform, 4 individuals aware of the plans informed Enterprise Insider.

Peacock has approached streamers about promoting subscriptions to supply viewers content material that enhances its actuality and sports-heavy line-up, these individuals mentioned. Peacock expects to begin with one streamer this yr and is more likely to restrict the providing to a small variety of companions.

Starz, which already has a number of distribution partnerships, is one which’s being thought-about, two insiders mentioned. Starz declined to remark.

Two individuals briefed on Peacock’s pitch noticed it as a means for smaller streamers to succeed in new subscribers in a comparatively uncluttered atmosphere, they usually hoped Peacock would ultimately supply options akin to the power for streamers to supply free samples of their reveals.

They described Peacock’s phrases as favorable in comparison with Amazon, which has a big enterprise promoting subscriptions to programmers massive and small, from HBO Max to Crunchyroll. Amazon’s channel phrases differ by accomplice, however two companions informed Enterprise Insider in 2025 that Amazon’s subscription income lower was over 50% of their offers.

Peacock’s plans come at a time when streaming companies — particularly exterior market leaders Netflix and Disney — face strain to consolidate as they give the impression of being to proceed rising their subscriber bases whereas remaining worthwhile. General, paid streaming development within the US has cooled, whereas cancellation charges have risen within the wake of worth hikes.

Streamers like Peacock are attempting to make themselves stickier

TV viewership development for streamers within the US is basically stagnant, and subscribers are navigating an more and more advanced panorama. Streaming companies are attempting ways like reductions and bundling to maintain individuals from leaving their platforms.

Another streaming platforms have adopted a market method that is broader than what Peacock is considering. Amazon is by far the chief. Final yr, Amazon reported that its “Channels” program accounted for about 25% of US streamer sign-ups, citing Antenna knowledge. Roku, YouTube, and machine makers like Samsung and LG additionally let individuals subscribe to streamers by their platforms.

Peacock, for its half, already sells add-on subscriptions to NBC Sports activities Regional Sports activities Networks, which it shares a company mother or father with. It additionally sells a bundle with Apple TV+ that entails cross-platform sampling and a reduced worth.

Peacock, with lower than 2% of TV watch time within the US, has struggled to develop its share of the TV pie, in line with Nielsen. That makes it the second-smallest of the subscription streamers Nielsen measures, forward solely of Warner Bros. Discovery (1.4%), which incorporates Discovery+ and HBO Max.

US-only Peacock additionally has comparatively few subscribers, with about 44 million. Its nearest rival, Paramount+, has round 79 million subscribers, and each are effectively behind Netflix, which is No. 1 with greater than 325 million subscribers.

Nonetheless, Peacock has way more subscribers than many specialty streamers. AMC Networks, for instance, reported about 10 million subscribers throughout its portfolio of streamers, together with AMC+, Acorn TV, and Shudder, as of the top of 2025.

“Peacock has been struggling,” mentioned Alan Wolk, a media business analyst. “There have not been an entire lot of causes to observe it, so giving individuals one more reason to subscribe is a brilliant thought. In the event you ask shoppers what’s your greatest frustration with streamers, it is at all times, ‘I can not discover something.’ So the extra you may put issues collectively below one interface, the happier individuals can be.”

A worldwide survey by Nielsen in November discovered greater than 46% say it is tougher to seek out the content material they wish to watch as a result of there are too many streamers, rising to 51% within the US, with individuals spending 14 minutes looking for what to observe and 49% more likely to cancel as a result of they cannot discover one thing.

The survey additionally confirmed 66% of individuals expressed curiosity in a information to current content material data throughout all companies.

James Faris contributed reporting.