Comcast-owned NBCUniversal and Amazon have reached a landmark agreement that will make Peacock Premium Plus, the ad-free tier of NBCUniversal’s streaming service, available through Prime Video Channels. This marks the first time Peacock has been integrated into Amazon’s suite of third-party streaming subscriptions, offering millions of Prime members an easier way to access NBCUniversal’s programming alongside other top entertainment brands.
The deal is part of a much broader distribution pact between the two media giants. In addition to offering Peacock within Prime Video Channels, the agreement renews consumer access to the standalone Peacock app on Amazon’s Fire TV streaming platform, restores the option to buy or rent Universal Pictures movies directly through Prime Video, and ensures that Prime Video can continue to be accessed on Comcast’s Xfinity X1 devices. Together, these terms strengthen the cross-platform presence of both companies while underscoring their willingness to collaborate despite competing in the streaming wars.
Comcast President Mike Cavanagh described the Amazon partnership as a major step in “expanding exposure” for NBCUniversal’s content, highlighting how essential broader distribution is in today’s fragmented streaming environment. For Amazon, the agreement deepens its positioning of Prime Video as a one-stop hub for entertainment — not just through original programming like The Boys and The Summer I Turned Pretty, but also through its robust sports lineup, including the NFL’s Thursday Night Football, NBA broadcasts, and NASCAR races. Prime Video Channels already features premium add-ons such as HBO Max, Apple TV+, and Paramount+, and the addition of Peacock adds further depth to its content offering.
For subscribers, Peacock Premium Plus via Prime Video brings a wide slate of live sports directly into Amazon’s ecosystem. That includes NBC’s Sunday Night Football broadcasts, Premier League soccer, and streaming coverage of the Olympic Games. With sports increasingly driving subscriptions and consumer loyalty in the streaming market, NBCUniversal’s presence on Prime Video Channels enhances both companies’ competitive positions against rivals like Netflix, Disney+, and ESPN+.
The timing of the agreement is particularly important for NBCUniversal. While Peacock has steadily grown to a base of 41 million subscribers, it remains significantly smaller than heavyweights such as Netflix and Disney+. The service has also been unprofitable since launch, though losses narrowed considerably to $101 million in the second quarter of 2025, down from $348 million in the same period last year. Analysts have noted that bringing Peacock into Amazon’s ecosystem could accelerate subscriber growth while also providing a clearer path to profitability.
For Amazon, the deal represents another step in its long-term strategy of becoming a central aggregator in the streaming marketplace. By allowing consumers to consolidate subscriptions under the Prime umbrella, Amazon strengthens engagement with its ecosystem while taking a cut of subscription revenue from partners. For media companies like NBCUniversal, Prime Video Channels provides access to one of the largest digital audiences in the world, making it a high-value promotional platform for its $16.99 per month Premium Plus tier.
If successful, the Peacock integration could serve as a blueprint for future partnerships. Sources familiar with NBCUniversal’s strategy suggest the company may use this deal as a template for future distribution agreements with other third-party digital platforms, potentially broadening Peacock’s reach even further.
In an increasingly competitive streaming market where scale, sports rights, and accessibility often determine winners and losers, this alliance between NBCUniversal and Amazon is being closely watched across the media industry. For now, the move underscores a broader truth: in the battle for streaming dominance, even fierce competitors sometimes find that cooperation is the key to growth.
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