Comcast Seeking to Jumpstart Peacock Sub Growth via Connected TVs

Comcast reportedly is working with Chinese TV manufacturer Hisense and Walmart to market a line of connected televisions featuring the Peacock app, among others.

The media giant reported 42 million Peacock sign-ups through the first quarter (ended March 31). While the tally may seem large considering the AVOD/SVOD platform’s launch just nine months prior, the number of actual paying subs (10 million, according to The Walt Street Journal) suggests the service needs some help.

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Peacock will figure prominently next month during the pandemic-delayed Tokyo Summer Olympics, streaming some marquee events live — to paid subscribers.

Increasing that paid base — at a time when rivals Netflix, Amazon Prime Video and Disney+ have a combined 450+ million subs — has become a major goal for Comcast senior management.

Speaking May 26 on the virtual JPMorgan 49th Annual Global Technology, Media and Communications Conference, CFO Michael Cavanagh shed further light on the metrics, saying about one-third (or 13.8 million) of sign-ups use Peacock on a monthly basis. How many of them are paying a subscription remains unclear.

“We certainly would like to see more signups, more hours used,” Cavanagh said, adding the platform remains a work-in-progress convincing users to stream live sports (Premier League soccer), original sitcoms such as “Rutherford Falls,” “The Office” re-runs and live news going forward.

Earlier this month, NBCUniversal and Samsung announced that Peacock would available on Samsung Smart TVs. The partnership is noticeable since Samsung markets its own branded ad-supported streaming video platform.

“Samsung is a powerful platform and we are excited to bring Peacock to millions of their dedicated streamers across the country,” said Maggie McLean Suniewick, president of business development and partnerships for Peacock.

Indeed, Comcast wants to use Peacock as lure to entice CE manufacturers to incorporate the platform as a conduit for third-party apps linked to the internet, similar to what Roku, Amazon Fire TV, Apple TV and Google Chromecast market.

The Journal reports that under the project name “PlatCo,” the cable TV giant is working to develop a line of connected TVs manufactured by China’s Hisense and sold in Walmart stores under the chain’s onn brand. Walmart also works with Roku for onn-branded soundbars.

“We’re learning as we go [on Peacock],” Cavanagh said. “And that is shaping our plans as we go forward. We’ve brought content production back. Working on getting Peacock on other platforms.”

One thought on “Comcast Seeking to Jumpstart Peacock Sub Growth via Connected TVs”

  1. It baffles me that these various streaming services don’t fully utilize the assets they have at their disposal. Besides the various entertainment programming featured on Peacock, they should also include (either for free or fee) all of the news programming from MSNBC as well (either VOD of prior shows and/or a current live feed). WarnerMedia should do the same for HBO Max with CNN content. Launching a separate CNN+ service at a lower cost is fine at some point in the future, but why not give Max customers the ability to watch some of these shows now?

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