Insights
November 07, 2025
What is Peacock's share of TV viewing? (Q2 2025)
Table of Contents
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1.6%
Peacock's share of total TV viewing
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2.0%
Peacock's Sunday share (NFL)
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+19%
Monthly viewing growth (Oct 2025)
According to Nielsen's October 2025 Gauge report, Peacock exhibited a 19% monthly viewing uptick and represented 1.6% of total TV viewing, with Sunday share averaging 2.0% driven by NFL content. NBCUniversal's streaming service has established itself as a significant player in the streaming landscape through premium sports programming, next-day NBC content access, and expanding original programming. For advertisers, Peacock represents a premium streaming environment with sports-engaged audiences increasingly difficult to reach through traditional television as live sports migrate to streaming platforms.
Understanding Peacock's position requires recognizing its hybrid model and sports focus. Unlike pure ad-supported services (Tubi, Pluto TV) or subscription-only services (Netflix's former model), Peacock offers multiple tiers: free with ads, premium with ads, and premium without ads. This flexibility, combined with exclusive NFL games, Premier League soccer, and other sports content, creates a diverse audience of sports fans, NBC content enthusiasts, and value-seeking streamers. Peacock's integration with NBCUniversal's broader content ecosystem provides ongoing programming advantages.
What the data shows
Peacock's viewing share and growth metrics demonstrate its sports-driven audience appeal.
Current viewing share metrics
Nielsen Gauge data for October 2025 shows Peacock's position:
1.6%: Overall share of total TV viewing (streaming + traditional)
2.0%: Sunday share (NFL days)
+19%: Monthly viewing growth
Premium positioning: Smaller share but highly engaged audience
While Peacock's overall share is smaller than Netflix (7.8%) or YouTube (10.3%), its Sunday NFL-driven spike demonstrates the power of premium live content.
Sports-driven viewing patterns
Peacock's viewing is heavily influenced by sports programming:
Sunday NFL spike: Share jumps from 1.6% to 2.0% on Sundays
Premier League: Weekend morning viewership increases
Olympics: Massive spikes during Olympic coverage
Sports shoulder programming: Pre and post-game content extends engagement
This sports concentration means advertisers can reach highly engaged sports audiences through Peacock.
Growth trajectory
Peacock's 19% monthly growth in October 2025 reflects:
NFL season impact: Football driving subscriber and viewer growth
Content expansion: New original series and films
Bundling strategies: Comcast/Xfinity bundling driving adoption
Ad tier success: Ad-supported tier gaining viewers
This growth rate positions Peacock for continued share gains as sports content exclusivity expands.
Competitive positioning
Peacock's 1.6-2.0% compares to other streaming services:
Netflix: 7.8% (subscription model, limited sports)
YouTube: 10.3% (includes non-TV content)
Hulu: 3.1% (mixed model)
Peacock: 1.6-2.0% (sports-focused premium)
Tubi: 2.2% (fully ad-supported FAST)
The Roku Channel: 2.8% (fully ad-supported FAST)
Peacock's sports focus differentiates it from FAST services and general entertainment streamers.
Breaking down the numbers
Understanding what drives Peacock's viewing patterns reveals advertising opportunities.
The sports programming advantage
Peacock's sports content drives distinct viewing patterns:
NFL exclusivity: Peacock holds exclusive rights to certain NFL games, driving viewership that can't be found elsewhere.
Premier League breadth: Extensive Premier League coverage attracts soccer fans for weekend morning viewing.
Olympics dominance: NBCUniversal's Olympic rights flow through Peacock for streaming access.
WWE programming: Wrestling content attracts dedicated fan bases.
Golf and other sports: PGA Tour, Notre Dame football, and other sports programming.
This sports portfolio creates high-engagement viewing contexts ideal for advertising.
NBCUniversal content ecosystem
Peacock benefits from NBCUniversal's broader content:
Next-day NBC: Network programming available the day after broadcast
Bravo content: Popular reality programming from Bravo
NBC News: News content and live coverage
Universal films: Early streaming windows for Universal movies
Classic library: Legacy NBC and Universal content
This breadth attracts viewers beyond sports, providing year-round engagement.
Hybrid tier model
Peacock's tiered model creates diverse audience segments:
Free tier (with ads): Limited content, highest ad load, price-sensitive viewers
Premium (with ads): Full content access, moderate ad load, value-seeking viewers
Premium Plus (no ads): Full content, no ads, premium-willing subscribers
For advertisers, the ad-supported tiers (free and premium) provide access to significant portions of Peacock's audience.
Sunday viewing spike mechanics
The jump from 1.6% to 2.0% on Sundays demonstrates sports impact:
NFL game windows: Peacock exclusive games draw large audiences
Pre-game programming: Extended viewing around game times
Second-screen behavior: Viewers engaged with content during games
Appointment viewing: Sports creates scheduled, can't-miss viewing
This concentrated, high-attention viewing creates premium advertising contexts.
Why it matters for your business
Peacock's sports-driven viewing creates specific advertising opportunities.
Premium sports audience access
Peacock provides access to sports audiences:
NFL viewers: Highly valuable demographic for many advertisers
Soccer fans: Premier League attracts specific demographics
Sports enthusiasts: Engaged, attentive viewers
Cord-cutter sports fans: Otherwise difficult to reach through traditional TV
For businesses targeting sports audiences, Peacock represents premium streaming inventory.
High-engagement viewing context
Sports viewing on Peacock offers advertising advantages:
Live viewing: Sports watched live, not time-shifted
Full attention: Sports commands viewer attention
Social viewing: Often watched with others
Emotional engagement: Sports creates emotional peaks
These factors contribute to stronger ad recall and brand impact.
Diversified reach through aggregated platforms
Small businesses can access Peacock inventory through aggregated platforms:
Adwave: Includes Peacock in 100+ channel mix
$50 minimum: Low barrier to entry
Combined targeting: Geographic and demographic across channels
Automated optimization: Platform allocates to performing inventory
This approach provides Peacock reach without direct platform relationships requiring larger budgets.
Seasonal planning opportunities
Peacock's sports schedule creates planning opportunities:
NFL season (September-February): Peak sports viewing
Premier League (August-May): Weekend morning opportunities
Olympics (Summer/Winter): Massive viewership spikes
Off-season: Entertainment content focus
Understanding Peacock's seasonal patterns enables strategic campaign timing.
How to take advantage of this trend
Capitalizing on Peacock's growth requires strategic approach to platform access and creative planning.
Access through aggregated platforms
Most small businesses access Peacock through aggregated CTV platforms:
Adwave: $50 minimum, AI creative, 100+ channels including Peacock
No direct negotiation: Platform handles inventory access
Combined optimization: Peacock alongside other streaming sources
Flexible budgets: Scale based on results
This approach provides Peacock reach as part of comprehensive streaming strategy.
Consider sports-adjacent timing
While specific sports programming targeting may require direct Peacock relationships:
NFL season campaigns: September through February captures elevated viewership
Weekend campaigns: Soccer viewership patterns on weekends
Evening campaigns: Prime time sports and entertainment
Year-round presence: Entertainment content maintains audience
Understanding Peacock's viewing patterns informs campaign timing even through aggregated platforms.
Optimize creative for premium context
Peacock's premium positioning warrants appropriate creative:
Professional quality: Match the premium content environment
Clear branding: Stand out in quality programming context
Engaging storytelling: Viewers in entertainment mindset
Strong calls to action: Direct viewers to next steps
AI-generated creative can produce professional results suitable for premium streaming environments.
Balance reach and precision
Peacock's smaller share but engaged audience requires strategic balance:
Reach goals: May require broader platform mix beyond Peacock alone
Engagement value: Peacock viewers highly attentive
Frequency management: Smaller audience may see ads more often
Platform mix optimization: Let aggregated platforms balance sources
Through aggregated platforms, this balance is handled automatically based on campaign goals.
The bigger picture
Peacock's growth reflects broader streaming industry dynamics around sports and premium content.
Sports migration to streaming
Peacock exemplifies sports' streaming migration:
NFL streaming expansion: More games moving to streaming exclusives
Soccer on streaming: Premier League, MLS, and other leagues
Olympics streaming: Primary streaming access through Peacock
Sports rights fragmentation: Multiple platforms for different sports
Advertisers must follow sports audiences across platforms, with Peacock representing a major destination.
Premium content value
Peacock's growth validates premium content investment:
Sports content worth billions in rights fees
Premium content drives subscription and engagement
Ad-supported premium content creating advertiser opportunity
Quality content commands viewer attention
This premium content focus creates valuable advertising contexts.
NBCUniversal streaming strategy
Peacock represents NBCUniversal's streaming future:
Integration with cable, broadcast, and streaming
Content flowing across platforms
Advertising relationships spanning linear and streaming
Technology investment improving experience
Understanding Peacock as part of NBCU ecosystem helps advertisers plan across channels.
Competition and differentiation
Peacock competes through differentiation rather than scale:
Sports content others don't have
NBC content ecosystem advantages
Hybrid pricing model flexibility
Live programming emphasis
This positioning creates specific audience segments valuable to advertisers even without Netflix-scale reach.
Common questions answered
What is Peacock's share of TV viewing?
Peacock holds approximately 1.6% of total TV viewing according to Nielsen Gauge data, rising to 2.0% on Sundays when NFL games air. While smaller than Netflix or YouTube, Peacock's sports-engaged audience represents premium advertising inventory.
How does Peacock compare to other streaming services?
Peacock's 1.6% share is smaller than Netflix (7.8%), YouTube (10.3%), Hulu (3.1%), and even Tubi (2.2%). However, Peacock differentiates through sports content (NFL, Premier League, Olympics) and NBCUniversal programming, creating highly engaged audiences rather than maximizing overall share.
Can small businesses advertise on Peacock?
Yes, small businesses can access Peacock inventory through aggregated CTV platforms like Adwave. These platforms include Peacock in their 100+ channel mix, providing access with low minimums ($50) and AI-generated creative. Direct Peacock advertising typically requires larger budgets.
What makes Peacock different from other streaming services?
Peacock differentiates through: exclusive sports content (NFL, Premier League, Olympics), next-day NBC programming access, hybrid tier model (free, premium with ads, premium without ads), and NBCUniversal content library. This combination creates specific audience segments around sports and premium entertainment.
Why does Peacock's share spike on Sundays?
Peacock's Sunday share increases to 2.0% (from 1.6%) due to NFL game streaming. Peacock holds exclusive rights to certain NFL games, driving viewership that can't be found elsewhere. This demonstrates sports' power to drive appointment viewing on streaming platforms.
What ad formats are available on Peacock?
Peacock offers standard video advertising (15 and 30-second formats) within ad-supported tiers. Through aggregated platforms, standard 30-second formats are most common. Premium placements during live sports may be available through direct Peacock relationships for larger advertisers.
How much does Peacock advertising cost?
Through aggregated platforms like Adwave, CTV CPMs typically range from $15-35, with Peacock inventory included in that mix. Direct Peacock advertising, particularly around premium sports content, may command higher CPMs. Small businesses typically access Peacock through aggregated platforms at competitive rates.
What demographics watch Peacock?
Peacock attracts diverse demographics but shows strength with sports fans (NFL, Premier League, Olympics viewers), NBC programming fans, and value-conscious streamers using ad-supported tiers. The 19% monthly growth suggests expanding demographic reach as content library grows.
Is Peacock available on all streaming devices?
Yes, Peacock is available on virtually all streaming devices including Roku, Amazon Fire TV, Apple TV, smart TVs, gaming consoles, and mobile devices. Broad distribution supports Peacock's viewer growth and advertising reach.
How does Peacock's hybrid model affect advertising?
Peacock's free and premium-with-ads tiers provide advertising inventory, while premium-without-ads subscribers are not reachable through advertising. This hybrid approach means significant but not complete Peacock audience access for advertisers. Through aggregated platforms, advertising reaches ad-supported tier viewers.
What is Peacock's growth trajectory?
Peacock grew 19% month-over-month in October 2025, driven by NFL season and content expansion. Year-over-year growth has been strong as sports content exclusivity increases and NBCUniversal's content library expands. Continued sports rights investment suggests sustained growth.
How does local targeting work on Peacock?
Through aggregated platforms, geographic targeting enables reaching Peacock viewers in specific areas. Local businesses can target by DMA, state, zip code, or radius around their location. This enables restaurants, real estate agents, and healthcare providers to reach local Peacock audiences.
Should I focus advertising budget on Peacock specifically?
For most small businesses, accessing Peacock through aggregated platforms that include Peacock alongside 100+ other channels is more efficient than Peacock-specific focus. Aggregated platforms automatically optimize across sources based on campaign performance. Peacock-specific strategies make sense for businesses with strong sports audience alignment.
What content does Peacock offer beyond sports?
Beyond sports, Peacock offers: next-day NBC programming (The Voice, This Is Us, etc.), Bravo reality content, NBCUniversal films, classic TV shows, original series and films, and news content. This breadth provides year-round engagement beyond sports seasons.
How does Peacock's free tier compare to the premium tier for advertisers?
Both the free tier and premium tier with ads provide advertising inventory. The free tier has a more limited content library and potentially higher ad load, while the premium tier with ads has full content access and moderate ad load. Through aggregated platforms, advertisers reach viewers across both ad-supported tiers without distinguishing between them.
What industries perform best advertising on Peacock?
Industries aligned with sports audiences often perform well on Peacock: automotive, financial services, insurance, beverages, and consumer electronics frequently advertise around sports content. However, Peacock's entertainment content also reaches broader demographics, making it suitable for food and beverage, professional services, and other consumer-facing industries through aggregated platform access.
How do I measure Peacock advertising effectiveness?
Through aggregated platforms, measurement includes standard CTV metrics: impressions, completion rates, reach, and frequency. Website attribution can connect Peacock ad exposure to site visits. Brand lift studies can measure awareness and consideration changes. Through direct Peacock relationships, additional measurement options may be available.
How does Peacock fit into NBCUniversal's advertising ecosystem?
Peacock is part of NBCUniversal's broader advertising offering that spans NBC broadcast, cable networks (USA, CNBC, etc.), and streaming. Advertisers with larger budgets may work with NBCU for cross-platform campaigns spanning linear and streaming. Small businesses typically access Peacock specifically through aggregated CTV platforms.
What's the best time to advertise on Peacock?
Peak Peacock viewing occurs during NFL season (September through February) on Sundays and weekend mornings for Premier League soccer. Evening hours capture entertainment content viewers. Through aggregated platforms, specific daypart targeting may be available, though platforms often optimize automatically across available inventory.
Can I run Peacock campaigns during specific sporting events?
Specific sporting event targeting typically requires direct Peacock or NBCU relationships with significant budget commitments. Through aggregated platforms, you reach Peacock viewers generally without event-specific targeting. For businesses wanting sports event adjacency, discussing options with larger platform partners may be necessary.
How does Peacock handle ad frequency and viewer experience?
Peacock manages ad frequency to balance advertiser goals with viewer experience. Ad loads in the premium tier with ads are moderate compared to free tier or traditional TV. Through aggregated platforms, frequency capping may be applied across all sources. Peacock's premium positioning incentivizes acceptable ad experiences to maintain subscriber satisfaction.
What's Peacock's international availability?
Peacock is primarily a U.S. service, though some content is available internationally through NBCU's global distribution arrangements. For advertisers, Peacock inventory is essentially U.S.-focused through aggregated platforms. International streaming strategies would require different platform considerations.
How does streaming NFL content on Peacock affect advertising?
NFL content on Peacock creates premium advertising moments with highly engaged audiences watching live. While specific NFL game advertising requires direct NBCU relationships, aggregated platform campaigns may include Peacock inventory around NFL viewing periods. The 2.0% Sunday share demonstrates NFL's audience impact on the platform.
What's the relationship between Peacock and NBC broadcast advertising?
Peacock and NBC broadcast serve different but overlapping audiences. NBC broadcast reaches traditional TV viewers, while Peacock reaches streaming viewers including cord-cutters. Some viewers use both. Advertisers seeking comprehensive NBCUniversal coverage would work directly with NBCU; small businesses typically focus on Peacock through aggregated streaming platforms.
How quickly can I start advertising on Peacock?
Through aggregated platforms like Adwave, campaigns including Peacock inventory can launch within hours. AI creative generation eliminates production delays. Direct Peacock or NBCU relationships typically require longer planning cycles and larger commitments. Self-serve aggregated platforms provide fastest access to Peacock inventory.
How does Peacock's premium positioning affect ad perception?
Peacock's premium content environment (sports, NBC programming, quality originals) creates positive ad context. Viewers engaged with premium content may be more receptive to advertising than in lower-quality environments. Research consistently shows ad recall and brand perception benefit from quality content adjacency. Peacock's premium positioning provides this benefit.
What are Peacock's key differentiators from Netflix and Hulu?
Compared to Netflix, Peacock offers more sports content (Netflix has limited sports) and ad-supported tiers. Compared to Hulu, Peacock has stronger sports (NFL, Premier League) and NBC next-day content access. Each platform serves somewhat different audience needs, though all compete for streaming viewing time.
How does Peacock advertising fit into an overall TV strategy?
Peacock can complement traditional TV advertising for businesses using both channels. For streaming-focused strategies, Peacock provides sports and premium entertainment reach alongside general CTV inventory. Through aggregated platforms, Peacock is part of comprehensive streaming mix. Strategic allocation depends on target audience and budget.
What's the minimum spend required to advertise on Peacock?
Through aggregated platforms like Adwave, minimum budgets start at $50 with Peacock inventory included in the channel mix. Direct Peacock advertising through NBCU typically requires significantly larger commitments. Small businesses gain Peacock access most efficiently through aggregated self-serve platforms.
How do Premier League soccer and other international sports affect Peacock viewership?
Premier League content drives weekend morning viewership on Peacock, with particularly strong engagement among soccer fans. This creates advertising opportunities outside traditional prime time hours. Other international sports (Rugby, cycling events) also create niche viewing audiences. Sports diversity expands Peacock's demographic reach beyond NFL audiences.
Supporting data
Additional statistics contextualizing Peacock's TV viewing share:
1.6%: Peacock share of total TV viewing
2.0%: Peacock Sunday share (NFL impact)
+19%: Monthly viewing growth (October 2025)
7.8%: Netflix share (for comparison)
10.3%: YouTube share (for comparison)
3.1%: Hulu share (for comparison)
2.2%: Tubi share (FAST comparison)
$25: Average CTV CPM through aggregated platforms
100+: Channels available through Adwave
Data sources:
Industry streaming reports
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