How Peacock’s Summer Surge Impacted Streaming Peacock’s Progression
Peacock TV, a subsidiary of NBCUniversal Media Group, launched its video streaming service on July 15, 2020, after Apple TV+ and Disney+ launched in November 2019 and HBO Max’s launch in May 2020. The streamer’s initial strategy was to appeal to a broad audience by loading its content library with classic NBCU shows like The Office and Parks and Recreation and popular movie franchises like Jurassic Park and The Fast and the Furious. Premier League soccer was the primary live sports draw for early subscribers, while late-night show watchers were reeled in by next-day access to The Tonight Show Starring Jimmy Fallon and Late Night with Seth Meyers. The platform also has the right to stream content from Bravo’s network.
TV Shows Garnered Loyal Audiences
Peacock has made an effort to produce original content with new shows like The Traitors, Bel-Air, Apples Never Fall, and Poker Face, quickly garnering a loyal audience. Still, many of the streamer’s early successful Peacock Originals have been canceled.
So, how did Peacock catch momentum? The platform quickly found its streaming niche: reality TV and live sports entertainment. Peacock’s most significant get is a partnership with WWE for original content, access to WWE Network content, and exclusive streaming rights to premium live events, including WrestleMania and Royal Rumble. While this deal lasts through 2026, Netflix inked a deal to bring Raw to its platform in January 2025, meaning Peacock’s partnership with the wrestling empire may be in trouble.
New Peacock Content Opportunities
Still, the streamer’s subscriber count is on a positive incline as it lines up new content opportunities. In the summer of 2023, Peacock had approximately 24 million paid subscribers. As of August 2024, the streamer has 33 million subscribers and is expected to attract 76 million by the end of the year. While impressive, these subscriber numbers are still far off from the top streamers – Netflix, Disney+, and Amazon Prime Video – all of which have surpassed 200 million global subscribers.
The 2024 Summer Olympics Didn’t Hurt
The 2024 Summer Olympics had much to do with Peacock’s uptick in subscribers this summer, giving the platform opportunities to flex its muscles with new content. The streamer added roughly 2.8 million new subscribers the week the Olympics kicked off. From new AI features through a partnership with NBCUniversal and Google to AI-powered personalized daily Olympics recaps and live watch parties in Paris with Call Her Daddy‘s Alex Cooper, Peacock provided new content verticals to provide watchers with that extra behind-the-scenes feel of major events.
Ahead of the Olympics, Peacock attracted a lot of attention around the most recent season of Love Island USA, a moment I don’t even think the streamer was prepared for.
