Peacock begins mobile app overhaul with more vertical video and fan hubs
The phased rollout adds franchise-focused experiences as NBCUniversal seeks to increase the time subscribers spend using the app.
NBCUniversal has begun a phased rollout of a redesigned Peacock mobile app that puts greater emphasis on vertical videos and franchise fan hubs. Company chairman Matt Strauss said the goal is to add an hour of monthly engagement per user, according to The Hollywood Reporter.
The hubs will combine short clips with interactive features for franchises including Bravo and The Office. A Law & Order hub will include small video games, while the NBA hub will place player statistics and more detailed game information beneath live video in a dual-screen layout.
Other planned technology features include a video player that automatically changes between horizontal and vertical formats according to the device. Peacock will also keep experimenting with live video in vertical format and is integrating generative AI for conversational searches.
NBCUniversal has also previewed a membership program offering eligible subscribers rewards and activities connected to its films and shows. Perks include temporary Instacart memberships and a New York Times Cooking subscription, though details remain limited.
The company intends to keep investing in microdramas, short serialized stories whose installments often run about a minute. Peacock recently released Charmed by a Southern Monster, NBCUniversal’s first scripted production in that format. The mobile changes come after Peacock recorded its first two consecutive profitable quarters.
