In a significant move within the increasingly competitive streaming landscape, Apple and NBCUniversal have officially launched a new bundle offering subscribers access to both Apple TV and Peacock Premium or Premium Plus at a discounted monthly rate. Available in the United States starting October 20, this partnership aims to attract new subscribers and retain existing ones by combining complementary content libraries and providing cost savings.
A Bundled Entertainment Offering
The new bundle presents two primary options for consumers. The first, priced at $14.99 per month, includes both Apple TV and Peacock Premium, which features ads. For those seeking an ad-free experience, the second option bundles Apple TV with Peacock Premium Plus for $19.99 per month. This pricing represents a saving of over 30% compared to purchasing the services separately.
For existing Apple One subscribers, particularly those on the Family and Premier plans, an additional incentive is available: a 35% discount on Peacock Premium Plus. This marks the first time Apple has offered a third-party streaming service as a discounted perk within its all-in-one subscription bundle.
Content Synergy and Cross-Promotion
This collaboration highlights a strategic effort to leverage the distinct yet complementary content portfolios of both platforms. Apple TV brings its acclaimed original series and movies, such as “Ted Lasso,” “Severance,” “Foundation,” and “Silo”. Peacock, on the other hand, offers a robust library including popular franchises like “Law & Order,” “Bel-Air,” “The Traitors,” “How to Train Your Dragon,” and significant live sports events.
As part of the launch, both services are facilitating cross-promotion by offering curated samplings of each other’s content. Peacock subscribers can watch up to three episodes of select Apple TV originals like “Slow Horses” and “Palm Royale” for free within the Peacock app. Conversely, Apple TV app users can sample episodes from Peacock series such as “Twisted Metal” and “Real Housewives of Miami”.
Strategic Rationale in a Fragmented Market
The introduction of this bundle aligns with a broader industry trend of streaming services partnering to combat subscriber churn and increased competition. For NBCUniversal, this partnership helps broaden the reach of Peacock to a wider audience, a key objective given that 98% of Peacock’s viewing comes from its own NBC and Bravo content, not the previously spun-off linear channels. Apple’s participation signals a strategic shift, demonstrating its willingness to engage in external partnerships to expand the reach of its Apple TV service and bolster its Services segment, which has seen significant revenue growth.
Matt Strauss, Chairman of NBCUniversal Media Group, emphasized the “perfect combination of entertainment” and the redefinition of the customer journey for streaming bundles through “rich sampling and a smooth sign-up process”. Oliver Schusser, Apple’s vice president of Apple TV, Apple Music, Sports, and Beats, echoed this sentiment, calling it an “all-inclusive bundle” offering a “simple and seamless experience”.
Key Content and Sports Offerings
The bundle provides access to a complementary array of entertainment. Apple TV originals known for their critical acclaim and awards include “Ted Lasso,” “Severance,” “The Morning Show,” and “Foundation”. Peacock’s content highlights include popular series like “The Office,” “Parks and Recreation,” “Bel-Air,” and a strong lineup of live sports. The upcoming NBA season, starting October 21, will be featured on Peacock, alongside other sports like the NFL, WWE, and the Olympics. Movies are also a significant draw, with both platforms offering blockbusters and original films.
Accessibility and Conclusion
Customers can subscribe to the Apple TV and Peacock bundle directly through either the Apple TV app or Peacock’s website. The integration aims for a seamless user experience, allowing subscribers to log in with their respective Apple and Peacock accounts to access content on both platforms. This move by Apple and NBCUniversal underscores the evolving strategies in the streaming industry, prioritizing accessibility, content diversity, and value for the consumer in a crowded market. The bundle is poised to offer a compelling proposition for entertainment enthusiasts seeking a broad range of movies, TV shows, and live sports at a reduced cost.
