Peacock Overhauls Mobile App to Chase User Engagement
AI-generated image · US National Wire
NBCUniversal is pivoting toward vertical video and microdramas in a bid to increase monthly viewing time.
NBCUniversal is executing a complete redesign of the Peacock mobile app, shifting its focus toward vertical video content reminiscent of YouTube Shorts and TikTok, as Engadget first reported.
NBCUniversal Chairman Matt Strauss stated that the strategic shift is an effort to "win another hour per user, per month," as reported by The Hollywood Reporter. Strauss indicated that the company is moving away from viewing itself strictly as a streaming platform to become an "entertainment platform" designed to "super serve" fandoms and franchises.
To drive this engagement, Peacock is introducing "fandom hubs" for properties such as *The Office* and *Bravo*. The Bravo-focused experience, known as "Your Bravoverse," allows fans to explore 20 years of content. Other hub features include player stats and dual-screen views for the NBA, as well as mini-games for *Law & Order* users, Engadget reports.
NBCUniversal is also investing in "microdramas"—scripted serials with episodes often lasting only one minute. The company recently debuted its first scripted microdrama, *Charmed by a Southern Monster*. Technical updates to the app include a "dynamic video player" that toggles between vertical and horizontal orientations, as well as generative AI for conversational search.
Beyond content, the company is teasing a membership program for eligible subscribers that offers rewards based on tenure, such as New York Times Cooking and Instacart subscriptions. This redesign follows a period of financial growth for the service; Engadget notes that Peacock has reached profitability for two consecutive quarters.