Peacock
Peacock combines premium NBCUniversal content and live sports with sophisticated first-party data-driven advertising tools, giving brands access to engaged streaming audiences at scale through innovative, lower-clutter ad formats.
Last updated Aug 15, 2026 by ATDb automated enrichment
At a glance
- Employees
- 1001-5000
- Funding
- $0
- Revenue
- $1B-$2B
- Stock
- CMCSA
About
Major AVOD/SVOD streaming platform backed by NBCUniversal, competing directly with Netflix, Disney+, Paramount+, and Max in the streaming wars while serving as a premium CTV advertising destination.
Peacock is NBCUniversal's streaming service, launched in July 2020, offering a broad content library that includes live sports (NFL, Premier League, Olympics), NBC News, original programming, and a vast catalog of movies and TV shows. The platform operates on a freemium model with a free ad-supported tier, a mid-tier 'Peacock Premium' with ads, and a 'Peacock Premium Plus' tier with limited ads, making it a significant player in the streaming wars alongside Netflix, Disney+, and HBO Max. In the AdTech ecosystem, Peacock is particularly notable for its advanced advertising capabilities. Leveraging NBCUniversal's One Platform, Peacock offers advertisers access to first-party data, dynamic ad insertion, shoppable ad formats, and audience targeting tools powered by NBCUniversal's extensive data assets. The platform has pioneered innovative ad formats including 'pause ads,' 'binge ads,' and interactive units that reduce ad load while improving engagement metrics. Peacock is owned by Comcast's NBCUniversal and has become a strategic pillar in Comcast's broader streaming and advertising strategy. The service has grown rapidly, benefiting from marquee sports rights and exclusive content, and serves as a key vehicle for NBCUniversal's transition from linear TV advertising to streaming-based, data-driven advertising. Its integration with NBCUniversal's One Platform gives advertisers a unified buying experience across linear, digital, and streaming inventory.
Business model
Subscription + Ad-Supported Streaming (AVOD/SVOD)
Target market
Enterprise
What they offer
Peacock Free
Ad-supported free tier offering a limited content library including select shows, movies, and news.
Peacock Premium
Paid subscription tier with full content access including live sports and originals, with ads.
Peacock Premium Plus
Higher-tier subscription with significantly reduced ad load and select download capabilities.
NBCUniversal One Platform
Unified advertising platform connecting Peacock inventory with NBCUniversal's broader linear and digital ad ecosystem.
Pause Ads
Non-intrusive ad format that appears when a viewer pauses content, offering a brand-safe, high-attention placement.
Binge Ads
Reward-based ad format that reduces ad load for viewers who watch multiple episodes in a session.
Dynamic Ad Insertion (DAI)
Server-side ad insertion technology enabling personalized, targeted ads delivered seamlessly into streaming content.
Shoppable Ads
Interactive ad units allowing viewers to engage with and purchase products directly from their TV screen.
Audience Targeting
First-party data-driven targeting leveraging NBCUniversal's extensive audience data for precise ad delivery.
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Limited
- 2020 · Founded