Peacock, which has had sporadic success but continues to lag behind top-tier streaming services, is adding a number of new features aimed at making it more of a daily destination.
Matt Strauss, Chairman of NBCUniversal Media Group, led a media briefing Thursday at the company’s 30 Rock headquarters, offering a tour through the update. Among the features being added in the coming months are full vertical video for live sports (a first for any U.S. streamer), casual games like Jeopardy! and one based on Law & Order, and an AI avatar of Andy Cohen to lead viewers through their personalized “Bravoverse.”
“We really see the white space of where this is evolving to: Don’t think of it as a streaming platform. Think of it as an entertainment platform,” Strauss said. “You have an entertainment platform with millions of customers who spend hours on your platform, engaging currently with long-form programming. How do you expand that aperture to give them more, to super-serve that fandom, so they never really feel like they need to go anywhere else to get the content that they love?”
Peacock ended 2025 with 44 million subscribers but still has not reached profitability six years after it launched. With less than 2% of total viewing time in recent months, according to Nielsen, it has a fraction of the profile enjoyed by Netflix and other pay services. (YouTube, of course, rules the roost and costs nothing for users.)
The wins for Peacock – chief among them live sports and reality smashes from Bravo as well as Love Island and Traitors – are informing the product road map.
In line with Netflix’s recent emphasis on gaming as part of the streaming experience, Peacock is also adding new gaming titles. Stemming from a deal with Wolf Games, the game maker backed by producer Dick Wolf, the service will add Law & Order: Clue Hunter and Public Eye, an interactive mystery experience. Also on tap is a new Jeopardy! mini-game, with daily trivia questions (or, to be more precise, answers) written by staffers from the show.
English (US) ·