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Why Peacock is making a huge bet on YouTube
NBCUniversal Media Group chairman Matt Strauss says the company sees YouTube as an important part of its strategy as it adapts to a changing media business. The article’s central point is that NBCUniversal is combining the reach of its broadcast network with Peacock’s streaming audience, while exploring how platforms such as YouTube can help it find viewers.
The business has undergone major structural changes: Comcast spun off most NBCUniversal cable channels into Versant, and is now spinning off NBCUniversal as a standalone company. Peacock became profitable this year, but remains much smaller than Netflix. NBCUniversal’s assets include NBC, Bravo, Peacock, NBC Sports, NBC News and Telemundo; Strauss says broadcast reach helps grow Peacock, while streaming can also direct audiences back to NBC and Bravo.
In short
- NBCUniversal sees YouTube as part of its streaming strategy.
- Peacock has become profitable, though it remains smaller than Netflix.
- NBC and Peacock can help grow audiences for one another.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
A strong YouTube strategy could help NBCUniversal reach viewers who do not subscribe to Peacock, build awareness of its programmes and direct interested audiences to its own services. In a changing media business, using YouTube alongside broadcast and streaming may diversify how the company finds audiences and supports Peacock’s growth.
The case against
Relying more heavily on YouTube could give an outside platform greater influence over how NBCUniversal’s programmes are discovered and monetised, while diverting attention from building direct relationships with viewers on Peacock. The company may also face uncertainty over how much value YouTube exposure ultimately brings back to its own services, especially when Peacock is still far smaller than Netflix.
Explained simply
NBCUniversal owns traditional broadcasters such as NBC and Bravo, as well as the streaming service Peacock. Comcast, its former parent, has separated out many cable channels and is making NBCUniversal a standalone company.
The media business is shifting as viewers spread their time across television and online services. Peacock has recently become profitable, but it is much smaller than Netflix, so NBCUniversal is looking for ways to reach audiences across its different outlets.
YouTube is one platform the company sees as part of that effort. NBCUniversal says its broadcast networks can help bring viewers to Peacock, while streaming services and online platforms can also guide people back to programmes on NBC and Bravo.