NBCUniversal, YouTube ink deal to embed Peacock in the video platform

NBCUniversal’s Peacock is officially landing on YouTube.

All of the streaming service’s content — including NBC Sports’ portfolio of the NFL and NBA, Universal films like the Minions franchise, and original Peacock and Bravo content like the Real Housewives franchise and “Love Island USA” — will be included in YouTube Premium subscriptions in the U.S. starting early next year.

YouTube Premium is the subscription version of the streaming platform that offers videos without ads and the ability to download most videos, depending on the subscription tier. The service offers a variety of plans beginning at $8.99 per month. Peacock Premium currently costs $10.99 per month.

The partnership was formed after Comcast co-CEO Brian Roberts reached out to YouTube CEO Neal Mohan about nine months ago, according to a person familiar with the matter. Following a meeting between the executive teams that took place at Google offices, the two companies began to brainstorm partnerships such as this, the person added.

NBCUniversal’s partnership with YouTube comes at a fast-moving moment in the industry. Traditional media companies like Comcast-owned NBCUniversal, Warner Bros. Discovery and Disney have been chasing business initiatives to boost revenue and profitability while tech platforms like YouTube and TikTok grab increasing share of viewership time.

Media companies have also been shapeshifting as the business model changes due to consumers’ departure from pay-TV bundles in favor of streaming. Paramount Skydance has agreed to acquire WBD; Fox Corp. reached a deal to acquire Roku; and Comcast is preparing to spin off NBCUniversal in the next year.

While streaming services have been announcing a growing slate of bundles to grab more subscribers, this partnership goes a step further and will see Peacock’s content live inside YouTube — or be ingested into the platform so viewers don’t have to leave YouTube to access the content.

According to YouTube’s subscription page, it has over 125 million global Premium members.

NBCUniversal reported last week that Peacock counted 48 million paying subscribers as of June 30 and that the streaming platform hit profitability for the first time during the most recent quarter.

During Comcast’s earnings call with investors, co-CEO Mike Cavanagh — who will become CEO of the NBCUniversal business following the separation — said he expects Peacock to remain profitable on an annual basis in the future, with some fluctuation between quarters.

The partnership announced Monday also extends NBCUniversal’s multiyear distribution agreement with YouTube TV, the streaming-only TV bundle run by YouTube, as well as distribution of YouTube, YouTube TV and Premium on Comcast’s Xfinity-branded cable TV and Xumo platforms.

It will also see enhance the advertising partnership and capabilities between the two companies, allowing NBCUniversal to monetize advertising for its Peacock content on YouTube’s platform. Advertising has become a key driver of streaming growth across media companies.