Peacock is redesigning its mobile app to focus more on vertical videos

Peacock is overhauling its mobile app to make short vertical videos and franchise-focused features a bigger part of the experience. NBCUniversal chairman Matt Strauss says the aim is to gain another hour of use per subscriber each month, keeping fans engaged and potentially guiding them from clips to full episodes.

The redesign adds hubs for franchises such as Bravo, The Office and Law & Order, with short videos and related features; its NBA hub will include player statistics and game information alongside live coverage. Peacock is also testing live vertical video, adding a player that adapts to screen orientation, conversational AI search, subscriber rewards and short serial dramas. The phased rollout is under way and may take until next year to reach everyone; Peacock has also reported two consecutive profitable quarters.