Peacock's next growth bet: selling subscriptions for other streamers
Business Insider
February 20, 2026
AI-Generated Deep Dive Summary
Peacock, a streaming service under NBCUniversal, is exploring a new growth strategy by offering add-on subscriptions to other specialty streamers. This move aims to complement its existing lineup of reality TV and sports content while attracting new viewers. Unlike Amazon’s model, which takes a significant revenue cut (often over 50%) from partners, Peacock is positioning itself as a more favorable platform for smaller streamers by offering better terms. The service plans to start with one partner this year and limit the number of collaborations initially.
This strategy comes at a critical time for streaming services, particularly those outside the dominant players like Netflix and Disney+. With US paid streaming growth slowing and cancellation rates rising due to price hikes, Peacock is trying to make itself more "sticky" by offering a marketplace approach. By bundling complementary content under one interface, it aims to simplify the fragmented streaming landscape, which has become increasingly frustrating for consumers struggling to navigate multiple services.
Peacock’s move reflects broader industry trends where consolidation and partnerships are seen as key to growth. While Amazon leads with its “Channels” program, which accounts for about 25% of US streamer sign-ups, Peacock is targeting a niche market by focusing on smaller streamers. This approach not only helps these niche services reach new audiences but also aligns with consumer demand for a more streamlined content discovery process.
The strategy could be particularly beneficial for specialty streamers like AMC Networks or Starz, which have fewer subscribers compared to mainstream platforms. By partnering with Peacock, they can tap into its existing audience base while expanding their reach without the high costs associated with other major platforms. This win-win approach addresses both the challenges of market saturation and consumer fatigue in the streaming industry.
Ultimately, Peacock’s initiative aims to differentiate itself in a crowded market by offering a unique value proposition. By simplifying content access and providing more choices for viewers, it could help reduce churn and attract new subscribers, making it a smarter business move in an increasingly competitive landscape.
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Originally published on Business Insider on 2/20/2026