NBCUniversal’s Peacock is stretching its wings by joining the subscription YouTube Premium service — a significant boost for the streaming platform that has struggled to find its niche in the increasingly crowded landscape.
NBCUniversal and YouTube on Monday announced the multi-year partnership. Beginning early next year, Peacock will be available as part of YouTube Premium’s U.S. subscription bundle, which also includes ad-free videos and music.
The pact represents Peacock’s largest wholesale distribution agreement to date, one that will introduce the service into millions of new homes.
On Friday, NBCUniversal owner Comcast disclosed the service had finally reached profitability in the second quarter after billions of dollars of investment.
The important benchmark comes as Comcast prepares to spin off NBCUniversal entertainment and news media businesses into a separate company. Peacock, which launched in 2020, grew its paid subscribers by 4% to 48 million in the second quarter, compared to the first quarter.
Comcast has long tried to make Peacock an asset for its Xfinity broadband and cable TV subscribers, but recently began to expand its partnerships in recognition that consumers were getting overloaded with pricey choices.
As part of the agreement, NBCUniversal’s linear television channels will remain on the YouTube TV service.
“This partnership brings NBCUniversal’s world-class content and iconic franchises to YouTube’s unmatched scale and global platforms,” Mike Cavanagh, NBCUniversal’s chief, said in a statement. “We’re excited to deepen our relationship with YouTube through a collaboration that reflects our strategy of partnering with industry leaders to drive sustained growth for NBCUniversal.”
The deal will give YouTube, owned by Google, a bevy of sports, including NFL football, NBA basketball, soccer and Major League Baseball.
“We’re incredibly excited to expand our partnership with NBCUniversal to redefine what a modern entertainment subscription can be for consumers,” YouTube Chief Executive Neal Mohan said in the statement. “YouTube Premium brings your favorite creators, artists and cultural moments together uninterrupted, and now, we’re pairing that ultimate viewing experience with Peacock’s expansive lineup of live sports.”