Insights
September 08, 2025
How many households have Peacock? (Q3 2025)
Peacock has grown to 35 million paid subscribers, creating new ad opportunities.
Table of Contents
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41M
Paid Peacock subscribers
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$1.2B
Q1 2025 revenue
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80K+
Hours of on-demand content
Peacock has reached approximately 41 million paid subscribers as of 2025, representing significant growth for NBCUniversal's streaming platform, according to Sports Business Journal. The platform generated $1.2 billion in revenue during Q1 2025, a 16% year-over-year increase. With over 80,000 hours of on-demand content, exclusive NFL playoff games, and a strategic tiered pricing model, Peacock has established itself as a major player in the competitive streaming landscape. For advertisers, Peacock offers access to premium NBC content and exclusive sports programming on a growing streaming platform with favorable ad-supported inventory.
What the data shows
Peacock's subscriber growth has accelerated significantly since its 2020 launch, establishing NBCUniversal as a serious player in the streaming wars. The platform has grown from 31 million subscribers at the end of 2023 to 41 million paid subscribers, representing a 32% increase in just over a year. This growth trajectory positions Peacock among the fastest-growing major streaming services in the United States.
Financial performance has improved dramatically alongside subscriber growth. Peacock generated $1.2 billion in revenue during Q1 2025, marking a 16% increase compared to the same period in 2024. Perhaps more importantly, the platform reduced its losses to $215 million in Q1 2025, a substantial improvement from the $639 million loss in the corresponding quarter of the previous year. This 66% reduction in losses signals that Peacock is making meaningful progress toward profitability.
The content library continues to expand aggressively. Peacock offers over 80,000 hours of on-demand content and more than 81 live channels, according to Recreation Rush. This extensive library spans NBC broadcast content, classic television series, Universal films, and original programming. The breadth of content helps Peacock appeal to diverse viewer preferences and supports both subscriber acquisition and retention.
Sports content has proven particularly valuable for driving subscriber growth. Peacock's exclusive streaming of the AFC Wild Card game became the most-streamed live event in U.S. history, attracting 28 million viewers. Sunday Night Football, Premier League soccer, and other NBC Sports programming continue to drive significant subscription activity, particularly during major sporting events.
Understanding Peacock's position within the broader connected TV advertising landscape helps contextualize the advertising opportunities available on the platform.
Breaking down the numbers
By subscription tier
Peacock's tiered subscription model creates distinct advertising implications across its user base. Understanding each tier helps advertisers optimize their approach to the platform.
Peacock Free provides limited content access with advertising. This tier serves as an entry point, introducing viewers to the platform and creating a pathway to paid subscriptions. Advertisers can reach this audience through standard Peacock ad placements, though the content library is restricted compared to paid tiers.
Peacock Premium offers the full content library with advertising at a lower price point. This tier represents the majority of Peacock's 41 million paid subscribers and provides full advertising inventory access. For advertisers, Premium subscribers represent engaged viewers who have invested financially in the platform while remaining receptive to advertising.
Peacock Premium Plus provides ad-free viewing of on-demand content for a higher monthly fee, though live content still includes some advertising. Subscribers to this tier are less reachable through standard advertising, though sports and live programming still offers some ad exposure.
The tiered structure means Peacock maintains substantial ad-supported inventory even among paid subscribers, unlike purely subscription-based competitors that push users toward ad-free tiers.
By content category
Peacock's content drives different subscriber segments, each with distinct characteristics and viewing patterns.
NBC broadcast content, including next-day access to NBC shows, provides a key value proposition for cord-cutters. Viewers seeking current NBC programming without cable choose Peacock for this access, making it essential for reaching broadcast-quality audiences in streaming environments.
Sports content drives significant subscription activity and engagement. Sunday Night Football, Premier League soccer, WWE events, and Olympic coverage attract sports-focused subscribers. The exclusive NFL playoff games have proven particularly effective for subscriber acquisition, with the AFC Wild Card generating record viewership.
Original programming continues to expand with Peacock-exclusive series. Shows like "Poker Face," "Based on a True Story," and various reality programming build subscriber loyalty and attract new audiences seeking fresh content unavailable elsewhere.
Library content from NBCUniversal's extensive catalog includes classic NBC series like "The Office" and "Parks and Recreation," Universal films, and acquired content. This deep library supports viewer retention and casual browsing, keeping subscribers engaged between major releases.
By demographic
Peacock's audience reflects its diverse content mix, creating opportunities to reach various demographic segments.
Sports content attracts male viewers at higher rates, particularly for NFL and Premier League programming. WWE content draws dedicated fans across demographics who follow the programming religiously.
NBC broadcast content maintains broad appeal across age groups, though it skews slightly older than streaming-native competitors. This positions Peacock well for reaching the valuable 35-54 demographic that's often harder to find on younger-skewing platforms.
The free tier attracts price-sensitive viewers who may convert to paid subscriptions after experiencing the platform. This creates a natural subscriber pipeline and allows advertisers to reach budget-conscious consumers.
This demographic profile connects to broader streaming TV viewing patterns across American households.
Paid subscribers: 41 million as of 2025, generating $1.2B quarterly revenue
Free tier users: Additional ad-supported viewers expanding advertising reach
Live sports viewers: NFL, Olympics, and other sports drive significant engagement
News viewers: NBC News content attracts news-focused, engaged audiences
Why it matters for your business
Peacock's 41 million subscribers represent a valuable advertising audience with specific characteristics that benefit certain advertiser types. Understanding these characteristics helps businesses determine whether Peacock should be part of their streaming advertising strategy.
Peacock offers premium NBC content environments that transfer credibility to advertising messages. Ads appearing alongside NBC programming benefit from the network's brand equity and professional production values. TV advertising on Peacock reaches audiences in contexts similar to traditional broadcast, but with streaming's targeting advantages.
Sports content creates high-engagement advertising opportunities that command attention. NFL games and other live sports on Peacock deliver captive audiences watching in real-time. These viewers cannot fast-forward through ads, ensuring complete message delivery during some of the most engaged viewing occasions.
The ad-supported tier maintains broad inventory availability even among paying customers. Unlike some competitors that push ad-free subscriptions aggressively, Peacock's pricing encourages ad-supported viewing, maintaining substantial inventory for advertisers across the subscriber base.
Geographic targeting allows local businesses to reach viewers in specific markets. Local TV advertising through Peacock enables businesses to target households within defined geographic areas. Local businesses including restaurants, dental practices, and home service contractors can reach Peacock viewers in their service areas with precision previously unavailable in television advertising.
How to take advantage of this trend
Reaching Peacock's audience requires understanding the platform's advertising ecosystem and available buying methods. For most small businesses, the path to Peacock inventory runs through programmatic channels rather than direct platform relationships.
Programmatic CTV buying provides the most accessible path to Peacock inventory for small and medium-sized businesses. Platforms like Adwave aggregate streaming inventory across Peacock and other premium services, allowing advertisers to reach streaming audiences without negotiating direct platform relationships or meeting high minimum spend requirements.
Consider sports adjacency for relevant businesses. If your target audience aligns with sports viewers, timing campaigns around major Peacock sports programming can improve relevance and impact. NFL season, Premier League matches, and WWE events create concentrated viewing occasions that may align with your customer base.
Quality creative matters on premium platforms. Peacock's professional content creates expectations for advertising quality. Ensure your creative meets production standards appropriate for premium streaming environments. With platforms like Adwave, AI-generated creative can achieve broadcast-quality production without traditional production costs.
Test Peacock as part of a broader streaming strategy. Peacock subscribers often use multiple streaming services, so a diversified approach reaching audiences across platforms typically improves campaign efficiency. Start with a test budget to understand performance before scaling investment.
Monitor frequency across platforms. Because viewers may see your ads across multiple streaming services, frequency management helps optimize reach versus repetition. Programmatic platforms can help manage cross-platform frequency for more efficient campaigns.
Sports adjacency: Reach highly engaged viewers during NFL, Olympics, and other sports
News environment: Build brand trust with placements adjacent to NBC News content
Premium library: Advertise alongside NBCUniversal library content and originals
Multi-tier access: Reach both free and paid tier audiences across the platform
The bigger picture
NBCUniversal's streaming strategy
Peacock represents NBCUniversal's primary direct-to-consumer streaming offering and a cornerstone of Comcast's content distribution strategy. The platform benefits from NBCU's substantial content production capabilities, broadcast network programming, and valuable sports rights. Parent company Comcast has invested billions in Peacock's growth while working to improve its path to profitability.
The reduction in quarterly losses from $639 million to $215 million demonstrates meaningful progress toward financial sustainability. Continued subscriber growth and revenue increases support the platform's long-term viability and suggest Peacock has found a sustainable business model.
The competitive landscape
Peacock competes in a crowded streaming market dominated by Netflix, Amazon Prime Video, and Disney's streaming services. With 41 million subscribers, Peacock trails the largest players but has established solid positioning among second-tier streaming services. The platform differentiates through live sports, NBC broadcast content, and its free tier that creates a pathway to paid subscriptions.
The platform's sports strategy, particularly NFL content, provides a competitive moat that other streamers struggle to replicate. Exclusive playoff games and Sunday Night Football represent programming viewers cannot easily access elsewhere, driving subscriber acquisition that pure entertainment services cannot match.
Ad-supported streaming growth
The broader trend toward ad-supported streaming benefits Peacock's advertising business significantly. As subscription fatigue leads consumers toward lower-cost options, ad-supported tiers across all streaming platforms gain share. Peacock's pricing structure positions it well for this trend, maintaining advertising inventory even as competitors push ad-free subscriptions.
This shift benefits advertisers by expanding available inventory and maintaining competitive CPMs. As more viewers choose ad-supported options, the addressable audience for streaming advertising continues to grow.
What experts are saying
Industry analysts have noted Peacock's improving financial trajectory and strategic positioning within the competitive streaming landscape.
Media analysts highlight the significance of Peacock's loss reduction, viewing it as evidence that the platform is finding a sustainable business model. The combination of subscriber growth and revenue increases while narrowing losses represents positive momentum that distinguishes Peacock from some struggling competitors.
Advertising industry observers point to Peacock's sports inventory as particularly valuable for brands. The combination of NFL, Premier League, and other sports programming creates advertising opportunities at scale that command premium CPMs while delivering engaged, attentive audiences.
Streaming analysts note Peacock's effective use of the free tier as a subscriber acquisition tool. Converting free viewers to paid subscribers creates a growth engine that some competitors lack, providing a sustainable path to scale without relying solely on expensive content investments.
Common questions answered
How many subscribers does Peacock have?
As of 2025, Peacock has approximately 41 million paid subscribers, according to Sports Business Journal. This represents significant growth from 31 million at the end of 2023, demonstrating strong momentum for the platform.
Is Peacock free?
Peacock offers a free tier with limited content and advertising. Paid tiers (Premium and Premium Plus) provide access to the full content library, with Premium including ads at a lower price point and Premium Plus offering mostly ad-free viewing at a higher price.
Can small businesses advertise on Peacock?
Yes. Small businesses can reach Peacock audiences through programmatic CTV platforms like Adwave that aggregate streaming inventory. Geographic targeting allows local businesses to reach viewers in their service areas without meeting traditional TV advertising minimum requirements.
What sports does Peacock have?
Peacock streams Sunday Night Football, select NFL playoff games (including exclusive Wild Card games), Premier League soccer, WWE events, golf, cycling, and Olympic coverage. Sports content has been central to Peacock's subscriber growth strategy and differentiates the platform from entertainment-focused competitors.
How does Peacock compare to other streaming services?
Peacock's 41 million subscribers trails Netflix (280+ million globally), Amazon Prime Video, and Disney+ but represents solid positioning among streaming services. Its combination of broadcast content, live sports, and a free tier creates unique value that differentiates it from pure entertainment services.
What content is exclusive to Peacock?
Peacock exclusives include next-day access to NBC broadcast shows, exclusive NFL playoff games, Premier League soccer, WWE programming, and original series like "Poker Face." The platform also offers exclusive access to certain Universal films after theatrical release.
Supporting data
Additional context on Peacock's subscriber base and business performance:
Paid subscribers: 41 million (Sports Business Journal, 2025)
Q1 2025 revenue: $1.2 billion, up 16% year-over-year
Q1 2025 losses: $215 million (down from $639M in Q1 2024)
Content library: 80,000+ hours on-demand, 81+ live channels
Record streaming event: 28 million viewers for AFC Wild Card game
2023 end subscriber count: 31 million
Subscriber growth: 32% increase from end of 2023 to 2025
Loss reduction: 66% decrease in quarterly losses year-over-year
All sources linked above. Data current as of September 2025.
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