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The deal would include other Macy鈥檚 events like the Fourth of July fireworks in Manhattan, all of which will be available on Peacock. Zooming out: Competition among broadcasters and streaming services for live, high-viewership events has emboldened Macy鈥檚 to nearly triple its asking price from its previous contract.

According to our forecasts, NBCUniversal鈥檚 Peacock will have more than 60 million ad-supported viewers in the US in 2024, while The Roku Channel viewers will exceed 70 million. Amazon Prime Video will have more than 163 million US viewers in 2024. Last month, these viewers began seeing ads鈥攗nless they agreed to pay an additional $2.99 per month.

QR codes have boosted ad engagement for Peacock and Amazon because consumers are familiar with the technology. They also let companies take advantage of pervasive second-screening behaviors.

Netflix added 5.1 million subscribers last quarter, reaching 282.7 million globally, while Peacock gained 3 million, boosted by the Olympics. Max鈥檚 steady growth keeps it competitive against established players like Netflix and Disney+. Shows like 鈥淭he Penguin鈥� have contributed to Max鈥檚 rising viewership, reportedly rivaling popular titles like 鈥淭he Last of Us鈥� and 鈥淗ouse of the Dragon.鈥�.

Walmart and NBCUniversal began a partnership last year to bring shoppable advertising to sports livestreams on Peacock, allowing advertisers to tap into connected TV鈥檚 (CTV) hyperspecific targeting capabilities. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games, and other partnerships are likely to follow.

At the same time, Peacock and Hulu CPMs are inching up slightly. However, these appear to be normal quarter-to-quarter fluctuations rather than a secular trend. What factors influence CTV CPMs?

Time spent on Netflix exceeds Max, Tubi, Peacock, The Roku Channel, Pluto TV, and Apple TV+ combined, per MoffettNathanson. Collective time spent with Hulu, Disney+, ESPN+, and Amazon Prime Video exceeds Netflix by just 11%. Seeking profitability, streamers increase subscription prices. Streaming services were busy increasing subscription prices.

Peacock viewership is also set to contract this year, thanks to the elimination of its free tier and the withdrawal of free access for Xfinity and Cox subscribers. Late arrivals and free ad-supported streaming TV (FAST) services have built large audiences quickly. Late-to-the-game HBO Max (soon to be just 鈥淢ax鈥�), Paramount+, and Peacock have all built sizable viewer bases in just a few years.

Comcast-owned Peacock built its user base partly by allowing Xfinity subscribers free access to the service. However, in keeping with many streaming services鈥� focus on profitability over subscriber growth, Peacock will shut off this option in June 2023, leading to a slight reduction in viewers. We may have seen the last of peak TV鈥攆or now.

Advertising is new to Disney+and Netflix, so they have fewer ad-supported viewers than subscription services like Peacock and Paramount+, which have always had advertising. But we expect Netflix and Disney+ to grow their ad-supported viewers substantially next year, with 69.7% and 45.1% increases, respectively.

NBCUniversal introduced a new ad format for Peacock TV at NewFronts that enables viewers to buy products that appear on Peacock shows, per TechCrunch. The capability, powered by KERV Interactive, uses an algorithm to identify shoppable products on the TV screen. A QR code appears next to the item, which viewers can scan and use to purchase the item on the Peacock app.

Peacock proves timing (with content) is everything. For new Peacock subscribers, prices went up on July 18, prior to the Summer Olympics, while existing subscribers received a month鈥檚 notice to stream the games at the lower price.

Peacock and Paramount+ will use live sports programming to increase ad revenues. Live sports will likely have a bigger impact on Peacock than they will for Paramount+. This is because Peacock鈥檚 sports programming features a mix of linear TV retransmissions and streaming exclusives, whereas Paramount鈥檚 sports programming is available on CBS. Read the full report.

We have long tracked the likes of Netflix, Amazon Prime Video, Hulu, and Disney+, but we now believe that midsize, later entries like Max, Peacock, Apple TV+, and Paramount+ are taking more time per day than we previously estimated. We hope to break out these other sub OTT services soon. TV鈥檚 share of total video time keeps falling, but more slowly than before.

Telemundo distributes Spanish-language coverage of 鈥淪unday Night Football鈥� matches, which are also available on Peacock (YouTube has the rights to Sunday Ticket, which includes out-of-market matches). Our take: Marketers and advertisers are tapping into the potential of the growing Hispanic population, giving Telemundo and NBCU a significant opportunity to leverage local broadcasting rights.

Tuesday regionalized games will also be telecast, and Peacock will stream Monday games and the NBA All-Star game, broadening NBC鈥檚 sports portfolio. Prime Video emerges as a significant player, set to stream the NBA Cup, the play-in tournament, and Thursday and Friday night games.

The news: Charter Spectrum signed a new carriage deal with NBCUniversal that includes free access to Peacock for TV Select plan customers. With that addition, Charter Spectrum now offers over $60 worth of streaming services for customers, including Disney+, Hulu, Vix+, Paramount+, and more.

In a statement to The Hollywood Reporter, Peacock said it鈥檚 committed to helping consumers access entertainment regardless of their preferred viewing channel. Looking forward: How can marketers prepare to reach consumers who won鈥檛 be accessible via streaming? We forecast that there will be 48.9 million US linear TV households this year, down from 68.5 million in 2020.

We have projected Max and Peacock for the first time, and they are both on an upward trajectory. Warner Bros. Discovery鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above. However, both are set for healthy time spent growth among the population this year.

Why it matters: Streaming subscriptions are quickly becoming a must-have for delivery memberships as they try to attract customers and differentiate themselves from competitors: Instacart has Peacock, Walmart has Paramount+, and Amazon, of course, has its own Prime Video service.

To quote verbatim, "Peacock has already generated tremendous losses for NBCUniversal, which expects to lose $3 billion on the service this year.". Marcus Johnson:. Exactly what I wrote down. Yep. Paul Verna:. That's really the crux of it. Obviously, Peacock is making a play to increase its subscriber base at the expense of revenue.

In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service. All this is driving a surge in CTV ad spending, especially since live sports content commands loyal viewership and high ad rates. What does this mean for marketers, media companies, and distributors? The TV ship has sailed.

Peacock will also have to work to stick out from the pack. Seventy-five percent of US Peacock subscribers use the service鈥檚 ad-supported tier, giving it a strong pull for advertisers鈥攅ven if it lags behind other streamers in overall viewership.

It has also experimented with a variety of shoppable formats across a range of platforms, including on Meta, Snapchat, and NBCUniversal鈥檚 Peacock (where it is offering shoppable ads on the 鈥淏elow Deck Mediterranean鈥� reality series). Others are also testing the technology.

Peacock had eight of its 10 highest streaming days during the Olympics. NBC's primetime coverage drew an impressive 4.1 million daily viewers. NBCU鈥檚 planning clearly contributed to this triumph:. The company seamlessly integrated streaming and traditional broadcasts. NBCU updated its viewership data presentation to better reflect modern consumption habits.