NBCUniveral’s anticipated streaming service, Peacock, launched on Wednesday for free to select Comcast customers with Xfinity 1 and Flex service. The current offering has a limited selection of content, including libraries of previous NBCUniversal shows and movies as well as some new children’s programming.
The full service, which will be accessible to everyone through ad-supported and subscription-based levels, is still slated to launch on July 15. Originally about 15,000 hours of content will be available for $5 a month with ads or $10 for no ads. There will also be a free version for everyone with about half the amount of content as well.
When Peacock held its initial investor meeting on January 16, it was a different time. The biggest question was whether or not customers would have the bandwidth to watch — and potentially pay for — an additional streaming service when there were so many in the market and more to come in 2020. With its dual revenue stream model of having ads and subscriptions, plus a plentiful library of shows and movies to put on its service, Peacock seemed to be on solid ground.
However, the coronavirus pandemic changed everything. Streaming hours are up, with an Integral Ad Sciences survey revealing 20 percent of responders had subscribed to a paid streaming service and 44 percent of responders added a free streaming service during the crisis. Roku said streaming hours during the first quarter of 2020 would reach 13.2 billion, up 49 percent year-over-year.
But the advertising dollars have not followed, as more brands decide to pause marketing until the pandemic subsides. Several advertising agencies told Cheddar many of their clients are taking a wait-and-see approach before committing to more ads. Peacock was able to retain several launch advertisers, including Capital One, L’Oreal USA, Molson Coors Beverage Company, Subaru of America, Apartments.com, State Farm, Target, and Unilever.
Meanwhile, 6.6 million Americans filed for unemployment last week, calling into question how much disposable income people will continue to have for additional entertainment services.
Peacock also invested in a slate of original content, mostly based on NBCUniversal franchises. But the coronavirus halted production plans. Matt Strauss, chairman of NBCUniversal Digital Enterprises, said many original series were unable to complete production, according to CNET. He added new shows Brave New World and the Psych 2 movie are almost complete, and the Punky Brewster and Saved by the Bell reboots should be finished this year. Peacock was also counting on sports and events from the 2020 Olympics to help bolster and promote the service, but the Olympics have been postponed until 2021.
For now, select Comcast viewers who have access to Thursday’s launch can watch current seasons of shows like America’s Got Talent: Champions, American Ninja Warrior, Blindspot, Law & Order: SVU, Saturday Night Live, Will & Grace, The Tonight Show Starring Jimmy Fallon and Late Night with Seth Meyers. They’ll also have access to Dateline, NBC Nightly News, Meet the Press, and Access Hollywood.
There will also be past shows from the NBCUniversal library including 30 Rock, Chrisley Knows Best, Everybody Loves Raymond, Frasier, Friday Night Lights, and House. Movies including the Jurassic Park franchise, Schindler’s List, Reservoir Dogs, and Shrek are also available during this initial launch.
There isn’t a ton of original content on Peacock during Wednesday’s launch, but there are three new children’s shows: Curious George, Where’s Waldo?, and Cleopatra in Space.
As for what Peacock will look like when it fully hatches in July, it remains to be seen. But what is certain is it will be launching into a brand new world.
