Apple and NBCUniversal Launch Streaming bundle, Combining Apple TV and Peacock
In a move signaling a shift in streaming strategy, Apple and NBCUniversal have announced a new bundle offering access to both Apple TV and Peacock at a discounted price. The partnership brings together Apple’s acclaimed original series and films with NBCUniversal’s extensive library of sports,live events,and television programming.
“With this first-of-its-kind initiative with Apple, we’re redefining what the customer journey should be for a streaming bundle with rich sampling and a smooth sign-up process, and we’re broadening the reach of Peacock to even more audiences,” said Matt Strauss, chairman of NBCUniversal Media Group.
Oliver Schusser, vp of Apple TV, Apple Music, Sports and Beats, added, “We’re thrilled to introduce this all-inclusive bundle of incredible programming and to bring Apple TV’s beloved shows and movies to more viewers in more places. From acclaimed originals to can’t-miss live sports, the Apple TV and Peacock Bundle unites the best of entertainment in a simple and seamless experience.”
Both companies had previously been hesitant to engage in direct bundle partnerships since launching their streaming services – Apple TV+ in 2019 and Peacock in 2020 – instead focusing on arrangements with cable companies and telecommunications providers. Though, both have recently begun exploring more direct collaborations.
Over the past year, NBCUniversal partnered with Walmart to offer Peacock as an option for Walmart+ subscribers, and struck deals with Amazon and Google to bring Peacock to prime Video Channels and YouTube Primetime Channels.Apple rebranded Apple TV+ to simply Apple TV earlier this week and, a year ago, announced a deal to bring Apple TV to Amazon Prime Video Channels. The company also partnered with Chase to offer a complimentary Apple TV subscription to Sapphire Reserve credit card holders.
Ben Stiller, whose show Severance streams on Apple TV, remarked earlier this year, ”Selfishly, I think it’s great as more peopel get to see our show.”
The deal with Peacock suggests Apple intends to expand its bundling strategy beyond its own services, building on its existing Apple One bundle.
