Cannes Lions

Peacock - Innovation A06

PEACOCK, New York / PEACOCK / 2021

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Case Film
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Overview

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Credits

Overview

Background

NBCUniversal was scheduled to launch its streaming app, Peacock, in July 2020. The big problem: it was a crowded market. On top of subscription fatigue, consumers were experiencing decision paralysis and nearly infinite scrolling, spending 10 minutes on average each day to find content to watch. NBCU aimed to launch a streaming service that would stand out from its peers.

Idea

NBCUniversal has different offerings than other entertainment companies, so our streaming service had to be different. We decided to take the best of TV and bring it to the best of streaming. This meant creating the first streaming service that felt as easy as watching TV.

Strategy

Peacock smashed expectations. In the first year, Peacock amassed 42 million sign-ups, which is about 33% of US households. So far, they’ve watched over a billion hours of content.

Execution

To ease decision paralysis, we created a Channels mode that allowed users to lean back and watch passively, just like they would with traditional TV. To help viewers keep a pulse on day-to-day events, we created Trending. And for traditional on-demand content, we blew out our Browse experience to incorporate curated collections and algorithmically driven recommendations for our content library.

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