NBCUniversal and YouTube are teaming up to bring some more traditional media and sports content to the online video platform.
The two companies announced a multiyear partnership Monday that will give millions of eligible YouTube Premium subscribers in the U.S. access to Peacock’s ad-supported tier beginning in early 2027. Under the deal, Premium subscribers will be able to watch Peacock programming right on YouTube.
The move is being framed as a win-win for both sides. Peacock will get more eyeballs on shows like Law & Order: SVU, Saturday Night Live, The Traitors, and Love Island USA, along with its live sports coverage. YouTube, meanwhile, gets more premium entertainment options on its platform.
YouTube Premium is the video site’s $15.99-a-month subscription service that lets subscribers watch regular YouTube videos without ads. It also includes video downloads, access to YouTube Music Premium, and background play, which allows videos to keep playing while users open another app or turn off their device’s screen.
The addition of Peacock will give subscribers access to a major streaming service, although Peacock programming will still include ads.
YouTube said last year that YouTube Music and Premium had reached 125 million subscribers worldwide. While the Peacock bundle will only be available to U.S. subscribers, it could still give the streaming service a major boost.
“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,” Matt Strauss, chairman of NBCUniversal’s Media Group, said in a press release.
The deal comes as Peacock is finally beginning to find its footing among the crowded streaming landscape. Comcast reported last week that the streaming service turned a quarterly profit for the first time since launching in 2020. Additionally, Peacock added 2 million paid subscribers during the second quarter of the year, bringing its total to 48 million, driven largely by its coverage of the FIFA World Cup and NBA Playoffs, as well as the growing popularity of its hit reality TV series and Love Island USA.
Still, even with a potential influx of subscribers from YouTube, Peacock has a long way to go before catching the industry’s biggest players. Netflix said earlier this year that it had surpassed 325 million subscribers worldwide.
Additionally, the partnership also extends NBCUniversal’s distribution agreement with YouTube TV, keeping its portfolio of broadcast and cable channels on the live television service. NBC Sports will serve as a production partner for select live events on YouTube, while a limited number of NBCUniversal sporting events will stream for free on the NBC Sports YouTube channel.
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