Peacock redesigns mobile app to prioritize vertical video content
NBCUniversal is rolling out a major overhaul of its Peacock mobile application that emphasizes vertical video formats and new fandom hubs starting now.
New features launch on app
The company chairman Matt Strauss stated the redesign aims to win another hour per user per month. Company leadership views the service as an entertainment platform rather than just a streaming destination. The update includes fandom hubs for franchises like Bravo and The Office alongside interactive video games. Specific pages such as Law & Order will feature little games while the NBA page offers player stats. A dynamic video player will automatically switch between vertical and horizontal orientations depending on the device used.
Membership program and microdramas
NBCUniversal is teasing a membership program that gives eligible subscribers exclusive rewards tied to movies and shows they enjoy. Perks include temporary Instacart memberships and subscriptions to New York Times Cooking based on subscriber tenure. The platform recently released Charmed by a Southern Monster which serves as its first scripted microdrama. These short serial dramas often last just one minute and connect to tell larger stories. Peacock recently became profitable for the first time ever after experiencing two straight quarters of profit.
Phased rollout continues through 2027
This fresh app launches today through a gradual rollout that may not cover all users until the following year. Generative AI integration allows for conversational search capabilities within the updated interface. Live vertical video experiments will continue as part of the broader technological upgrades. The company intends to keep investing in these short-form serial dramas to engage fans deeply.
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