Peacock Expands with Live Sports, New Game Titles, and AI with Andy Cohen
Peacock, while experiencing sporadic success, continues to trail behind leading streaming services. In an effort to bolster its appeal, the platform is introducing several new features aimed at positioning itself as a more frequent destination for viewers.
During a media briefing on Thursday at NBCUniversal’s headquarters at 30 Rock, Matt Strauss, Chairman of NBCUniversal Media Group, unveiled upcoming changes to the service. Notable additions planned for the coming months include full vertical video for live sports—a first for any U.S. streaming service. Additionally, Peacock will integrate casual games like Jeopardy! and a game based on Law & Order, along with an AI avatar of Andy Cohen designed to guide viewers through their personalized “Bravoverse.”
"We really see the white space of where this is evolving to: Don’t think of it as a streaming platform. Think of it as an entertainment platform,” Strauss stated. He emphasized the importance of enhancing user engagement: “You have an entertainment platform with millions of customers who spend hours on your platform, engaging currently with long-form programming. How do you expand that aperture to give them more, to super-serve that fandom, so they never really feel like they need to go anywhere else to get the content that they love?”
As of the end of 2025, Peacock reported 44 million subscribers, yet it has not yet achieved profitability after six years of operation. In recent months, its viewing time accounted for less than 2% of the total market, as noted by Nielsen, significantly lagging behind established services like Netflix. YouTube continues to dominate the landscape, providing free content to users.
Peacock’s strategy capitalizes on its strengths in live sports and popular reality programming, particularly from Bravo, as well as hits like Love Island and Traitors, which are shaping the platform’s development roadmap.
Echoing Netflix’s recent shift towards integrating gaming within the streaming experience, Peacock plans to expand its gaming offerings. As part of a collaboration with Wolf Games, which is backed by producer Dick Wolf, the platform will introduce Law & Order: Clue Hunter and Public Eye, an interactive mystery game. Fans of Jeopardy! can also look forward to a new mini-game featuring daily trivia questions created by the show’s staff.
