NBCUniversal’s Peacock streaming service launches today nationwide, the final foray by a major media company into the “streaming wars.” Consumers get their pick of three tiers:
-
Free: 13,000 hours of content with ads, plus a missed opportunity to name it “peachick”
-
Premium: 20,000 hours of content for $4.99/month (free for Comcast and Cox subscribers)
-
Ad-free Premium: $10/month
Users can access Peacock on most major devices and platforms...but negotiations have stalled
with Roku and Amazon Fire TV, the leading connected TV platforms. HBO
Max is in a similar boat more than six weeks after its launch.
Zoom out:
With two ad-supported tiers, success won’t be as straightforward as
subscriber numbers. Peacock will need to show advertisers that people
are spending lots of time in front of its content.
It’s not the launch NBCUniversal expected
With the
Tokyo Olympics pushed to 2021, Peacock can’t lean on Simone Biles’s
triple-doubles to lure viewers. But the service will have plenty of
other shows, including...
- “Comfort food TV” like 30 Rock, Law & Order, and The Office (arriving in January from Netflix), plus some originals, including a Brave New World adaptation
- Live news, late-night shows, and live sports, including the streaming rights to over 175 Premier League matches next season
If you’re
thinking that sounds like traditional TV...you’re onto something. In
addition to on-demand programming, NBCUniversal has built Peacock with always-on channels à la broadcast television.
- Peacock soft-launched in
April to 15 million Comcast subscribers, and cord-cutters who used the
platform were flipping through channels 10x more than Comcast’s pay TV
customers, per Peacock and NBCUniversal Digital Enterprises Chair Matt
Strauss.
- Peacock plans on
expanding from 20 channels to 70 by the end of the year. Because
as Jerry Seinfeld says, "Men don't care what's on TV. They only care
what else is on TV."
The long-term play: Peacock
sees itself less as a streaming add-on and more as “Broadcast 2.0.” In
the future, NBCUniversal is betting customers still want to “watch TV”
even when “traditional TV” is gone.
Looking ahead...Strauss is hoping for between 30 and 35 million monthly active accounts and $2.5 billion in revenue by 2024.
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I AM A REPUBLICAN BORN AND BRED
IN AMERICA .I BELIEVE IN EQUALITY AND JUSTICE AND THE CONSTITUTION OF THE UNITED STATES.I SERVED IN THE UNITED STATES AIR FORCE
MAJORED IN GEOLOGY AND MUSIC AND WENT TO ANGELO STATE IN SAN ANGELO, TEXAS
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