NBCUniversal is cozying up to YouTube with a new multi-year global pact that aims to expand distribution for its Peacock streaming service and other content and calls for deeper collaboration on ad tech and sports production.
As part of the strategic partnership and deal, starting early next year NBCUniversal’s Peacock Premium streaming service content will be included in a YouTube Premium (the ad-free subscription option for music and videos on the platform) bundle in the U.S. for subscribers of the Google-owned service.
It wasn’t immediately clear if Peacock’s ad-supported tier is included at no extra charge or if the YouTube Premium price will increase, but it appears to be a more of an integrated bundle and distribution deal with Peacock content accessible via YouTube’s paid subscription. An NBCU spokesperson wasn’t immediately available for comment.
Individually, ad-supported Peacock Premium currently costs $10.99 per month while mostly ad-free YouTube Premium costs $15.99 per month. *Update: An NBCUniversal spokesperson confirmed to us that the price of YouTube Premium in the U.S. will not change when Peacock content becomes available in early 2027.
"We will continue to introduce additional offers and options that allow subscribers to easily customize their viewing preferences and select the plan that works for them," the NBCU spokesperson added.
Per NBCU the agreement broadens reach by making Peacock immediately available to millions of existing YouTube Premium subscribers in early 2027 and marks “Peacock’s largest wholesale distribution partnership to date.”
With YouTube continuing to dominate streaming’s share of TV time and capturing consumer time and attention, it presents both competition and opportunity for more traditional entertainment players like NBCU and Peacock. But the new deal pairs up NBCU’s premium TV, film and live sports with the social and creator-content video powerhouse in the hopes of a complementary offering that brings together both sides of the coin.
And NBCU is one that has already suggested a vision and desire to tap into and foster communities and fandoms like those found on social and mobile video platforms such as YouTube. That involves a fandom and sports-focused content and product strategy, including with unscripted franchises and new short-form series formats like mobile microdramas based on Bravo IP and personalities.
And notably it appears that Peacock content is getting deeper integration within the YouTube experience itself through the combined offering where subscribers can access both service’s content within one place.
“We’re incredibly excited to expand our partnership with NBCUniversal to redefine what a modern entertainment subscription can be for consumers,” said Neal Mohan, Chief Executive Officer at YouTube, in a 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 like Sunday Night Football and the NBA, blockbuster Universal movies, and original series. This makes it easier than ever for our members to find and watch all the premium content they love, all in one place.”
Per the announcement: “Subscribers will receive seamless access to Peacock within the YouTube experience, featuring marquee live sports including the NFL, Olympics, NBA, MLB, Big Ten…hit series such as Love Island USA, The Real Housewives franchise, Law & Order: SVU… and award-winning and blockbuster films.”
Peacock’s ad-supported tier will also be available as a separate add-on subscription through YouTube Primetime Channels starting later this summer, following the addition of its ad-free offering via the channels store since late June.
The new agreement also expands distribution for NBCU’s international streaming services Universal+ and Hayu through YouTube Premium in select markets.
The partnership with YouTube Premium can help tap into audiences already engaging with and ponying up for a paid subscription to the Google-owned video service – and one where consumers appear to find value as they simultaneously increasingly prioritize price as they weigh TV service value.
Recent survey data from Hub Entertainment Research found that YouTube Premium ranked second for “excellent value” (while YouTube free-only was at the bottom), which Hub said reflects the broad value that ad-free services can provide across video and music. Peacock was lower on the list, behind SVOD giant Netflix but had of Disney’s Hulu.
But it’s not just Peacock, as the deal also extends NBCU’s carriage agreement for linear networks with virtual MVPD YouTube TV.
The wide-ranging agreement also touches on sports and ad tech, with a selection of live sporting events from NBCU set to stream on NBC Sports’ YouTube Channel. Exactly which NBC live sports will join the YouTube platform and when wasn’t disclosed, but the press release said it will involve “a sample of world-class games to millions of users on YouTube.” StreamTV Insider reached out to NBCU and will update this article with any additional information.
“With this agreement, Peacock accelerates its next phase of growth by bringing the service to millions of YouTube Premium subscribers, driving long-term value for our business," said Matt Strauss, Chairman of Media Group at NBCUniversal in a statement. "Combined with our YouTube TV extension, this agreement opens the door to new ways for audiences to discover, access and deepen engagement with NBCUniversal's industry-leading content wherever and however they choose to watch.”
In addition to bringing some of its own live sports assets to YouTube the agreement also makes NBC Sports the production partner for select premiere live sporting events on YouTube. The partners are also deepening their ad tech collaboration, including through FreeWheel, although details remain to be seen.
And while NBCUniversal is planning a company split from parent Comcast, the agreement also extends and expands the distribution and offerings of YouTube, YouTube TV and YouTube Premium on Comcast’s Xfinity and Xumo platforms.