Peacock Joins the Prime Video Stable

As Amazon goes in hard on bundling, we’ve seen more and more smaller streaming platforms join forces and go all-in on bundling with the Prime Video service. Now, Peacock is joining the fray. To fill in all the details, we have entertainment attorney Brandon Blake, at Blake & Wang P.A. 



Brandon Blake

NBCUniversal Looks for Bundle Deals

Peacock will now be available as a Prime Video add-on, at a price tag of $16.99 per month, or $169.99 per annum. This will be the Peacock Premium Plus option, their current ad-free tier. 


Amazon has become a major aggregating force among streaming services, now offering HBO Max, Apple TV+, Starz, and Paramount+ all offering bundling options through the platform. Clearly, Amazon’s one-stop billing offerings have found traction with viewers. 

Peacock’s First Bundling Option (Technically)

Peacock itself has been shy in pursuing bundling or channel options to date, but an insider source suggests that the platform is likely to increase its focus on these types of deals in the coming years, as it fights for viewership in the increasingly crowded streaming space. 


That said, they have been available as part of linear bundles for a while now, with both Comcast Xfinity and Charter Spectrum offering the service. This is, however, their first add-on deal. With both YouTube and Roku on the hunt for new channels, and HBO Max and Disney courting bundling deals, this could be the first of many such deals for NBCUniversal. 


As a smaller player among streamers, expanding availability through this type of deal could help it grow its 41M subscriber base without considerable reinvestment in its own platform, which is sure to be a drawcard. With Peacock and Fox One added to Prime Video, Amazon can now offer four of the five national NFL sporting packages, with ESPN the only holdout. 


It seems that bundling is the new focus of the streaming landscape, for now at least. Will it be the secret to finding new profit share and viewers for smaller entities like Peacock? It seems so - at least until the turbulent streaming winds once again change the entertainment landscape. 

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