NBCUniversal’s streaming service Peacock will become part of the YouTube Premium subscription bundle in the United States starting early next year, following an announcement by NBCUniversal and YouTube on Monday. The multi-year partnership aims to broaden Peacock’s reach by introducing the service to millions of new households through YouTube’s platform.
YouTube Premium, which currently costs $15.99 per month and includes ad-free videos and music, will incorporate Peacock without an immediate change to its base subscription fee, according to a Google spokesperson. Specific pricing details for the combined offering have yet to be finalized. Google indicated plans to continue introducing customizable subscription options to suit consumer preferences.
For NBCUniversal, the deal marks its largest wholesale distribution agreement to date and comes as Peacock gains momentum after a steady start in 2024. The service’s recent content slate includes coverage of the Winter Olympics, the FIFA World Cup in Spanish, NBA games, and the reality series “Love Island USA.” Comcast, NBCUniversal’s parent company, reported on Friday that Peacock achieved profitability in the second quarter after years of significant investment.
Since its 2020 launch, Peacock has lagged behind competitors such as Netflix and Disney+ in subscriber numbers. However, it expanded paid subscriptions by 4% to 48 million in the second quarter compared to the prior quarter. The YouTube arrangement arrives amid Comcast’s preparations to spin off NBCUniversal’s entertainment, news, and Spanish-language networks into an independent company expected to occur next year, 15 years after Comcast acquired NBCUniversal from General Electric.
Historically, Comcast sought to integrate Peacock with its Xfinity broadband and cable services. More recently, it has pursued partnerships with major technology companies to better navigate the saturated streaming market. Last year, NBCUniversal entered an agreement with Apple to bundle Peacock alongside Apple TV+. Under the new YouTube deal, NBCUniversal’s linear TV channels will remain available on YouTube TV, currently the fastest-growing pay-TV service in the United States. NBC Sports will also produce select live sports content for YouTube events.
The partnership extends beyond the U.S., enhancing the global footprint of NBCUniversal’s streaming brands, including Universal+ and Hayu, the latter focusing on Bravo and reality programming in Canada, Europe, Australia, and other regions. Mike Cavanagh, NBCUniversal’s chief executive, described the collaboration as a way to leverage YouTube’s vast global audience while driving sustained growth.
YouTube benefits by adding a robust slate of live sports, such as NFL football, NBA basketball, soccer, Major League Baseball, and the upcoming Los Angeles Summer Olympics, to its programming. Additionally, Peacock Premium, which is available separately at $10.99 per month, will be offered through YouTube’s Primetime Channels service later this summer.
YouTube CEO Neal Mohan highlighted the partnership as a step toward redefining entertainment subscriptions by combining uninterrupted access to digital creators with Peacock’s extensive sports and entertainment content.