NBCUniversal's streaming service, Peacock, is developing plans to sell add-on subscriptions to other, smaller streaming services directly on its platform. According to four people familiar with the strategy who spoke to Business Insider, the move is a key growth initiative distinct from acquiring new blockbuster shows or sports rights.

The service, which focuses heavily on reality TV and sports, has approached potential partners about offering their content to complement its own lineup. Peacock expects to launch the feature with one streaming partner later this year and is likely to limit the number of partners involved.

A New Marketplace for Smaller Streamers

Two people briefed on the pitch viewed it as an attractive opportunity for smaller streamers to reach new subscribers in a relatively uncluttered environment compared to larger marketplaces. They also expressed hope that Peacock would eventually offer features like allowing streamers to provide free samples of their shows to potential customers.

Starz, which already has multiple distribution partnerships, is one service being considered for the initial offering, according to two insiders. A representative for Starz declined to comment on the potential partnership.

The proposed financial terms from Peacock are described as favourable for partners when compared to deals offered by Amazon. Amazon runs a large "Channels" business, selling subscriptions to services from HBO Max to Crunchyroll. While terms vary, two partners stated in 2025 that Amazon's revenue cut exceeded 50% in their agreements.

Streaming Industry Under Pressure

This strategy emerges as the streaming industry faces significant pressure to consolidate. Services outside market leaders Netflix and Disney are seeking new ways to grow their subscriber bases while achieving profitability. Overall, paid streaming growth in the US has cooled, and cancellation rates have risen following widespread price increases.

TV viewership growth for streamers in the US is largely stagnant, leaving subscribers to navigate an increasingly complex landscape. In response, platforms are experimenting with tactics like discounts and bundling to improve customer retention.

Other platforms have adopted broader marketplace models. Amazon is the clear leader; last year, it reported that its Channels program accounted for roughly 25% of US streamer sign-ups, according to Antenna data. Roku, YouTube, and device makers like Samsung and LG also allow subscriptions through their platforms.

Peacock's Position and Challenges

Peacock already sells add-on subscriptions for NBC Sports Regional Sports Networks, with which it shares a corporate parent. It also offers a bundle with Apple TV+ that includes cross-platform sampling and a discounted price.

However, Peacock faces challenges in a crowded market. According to Nielsen data, it commands less than 2% of US TV watch time, making it the second-smallest measured subscription streamer ahead only of Warner Bros. Discovery's combined services (1.4%).

With approximately 44 million subscribers, the US-only service trails rivals like Paramount+ (~79 million) and is far behind Netflix, which leads with over 325 million subscribers globally. Still, Peacock's subscriber base is significantly larger than many niche streamers; for example, AMC Networks reported about 10 million subscribers across its portfolio, including AMC+ and Acorn TV, at the end of 2025.

Analyst Perspective and Consumer Frustration

"Peacock has been struggling," said media industry analyst Alan Wolk. "There haven't been a whole lot of reasons to watch it, so giving people another reason to subscribe is a smart idea. If you ask consumers what's your biggest frustration with streamers, it's always, 'I can't find anything.' So the more you can put things together under one interface, the happier people will be."

This sentiment is supported by data. A global Nielsen survey in November found that more than 46% of respondents say it's harder to find content due to too many streaming options, a figure that rises to 51% in the US. The survey revealed people spend an average of 14 minutes searching for something to watch, with 49% likely to cancel a service because they can't find content. Furthermore, 66% expressed interest in a guide that presents content information across all services.