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Peacock is joining Prime Video鈥檚 ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast鈥檚 streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime鈥檚 ecosystem. Peacock鈥檚 integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon鈥檚 high-value ecosystem.

NBCUniversal wrapped its 2025鈥�26 Upfront with its highest ad sales volume in history, fueled by live events like the Olympics, FIFA World Cup, and Super Bowl LX. Sports volume rose 45% year over year, while Peacock grew 20%, now representing nearly a third of NBCU鈥檚 total Upfront commitments. Over $1 billion came from programmatic demand, with a 60% shift toward advanced audience buying. In a year where industry-wide Upfront spend is expected to shrink, NBCU鈥檚 performance showcases the power of premium content, audience precision, and diversified ad tech. Small business gains and cross-channel strategies helped NBCU stand out in a cautious market.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium鈥檚 dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable鈥檚 share, streaming has become the default destination for mass viewing鈥攅ven as subscription fatigue looms.

The news: Podcast ads are the most effective way to drive action through advertising across media types, per a new study from Sounds Profitable and Signal Hill Insights. 22% of monthly podcast listeners have made an immediate purchase after hearing an ad on a podcast in the past six months, per the study. Podcasts outperformed users of premium TV streaming services like Peacock and Netflix (13%), Instagram (13%), YouTube (12%), and TikTok (5%). Our take: As audiences shift to digital, podcasts demand advertiser investment. Brands that pay attention to the format and take steps to innovate will succeed long-term.

The news: NBCUniversal is exploring a dedicated sports cable network that would feature content鈥攊ncluding NBA games鈥攕hown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

Instead of only relying on pre-scheduled ad breaks, advertisers are finding ways to engage viewers when they hit pause.

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

Comcast gives details on its spinout of several NBCU cable networks: As Peacock takes center stage, legacy TV networks must adapt to stay relevant.

NBC launches early NBA campaign: $2.4 billion annual rights deal includes WNBA games, Peacock exclusives, and 'Sunday Night Basketball' debut in 2026.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.