As Comcast enters 2024, it is riding a wave of strong momentum in its streaming and studio operations, yet it faces crucial strategic decisions regarding the future of NBCUniversal.
Universal’s films have significantly boosted the company’s streaming efforts, propelling Peacock ahead of Paramount+ in total catalog demand, which accounts for all movies and series available on a platform. Peacock surpassed Paramount+ for the first time in the fourth quarter of 2023.
Despite Peacock ranking eighth in demand for streaming originals, it is establishing itself as a vital platform for reality TV and sports content. Peacock hosts popular Bravo shows like “Real Housewives” and “Vanderpump Rules,” becoming indispensable for reality TV enthusiasts. As of Q4 2023, unscripted content accounted for one-quarter of the platform’s TV demand. This is the second-highest share among the main SVOD platforms, behind only Max, which is now powered by Discovery+ content.
Comcast’s strategy for Peacock centers on two key offerings: highly engaging content featuring intense rivalries with dedicated and passionate fanbases, and live sports broadcasting. (Peacock’s roster of live sports rivals is arguably the deepest outside of ESPN).
Notably, nearly 10% of the demand for Peacock’s TV catalog is attributed to a Bravo show, with 43% of this demand (or 4.1% of Peacock’s on-platform demand) specifically coming from one of the many elements of the “Real Housewives” franchise.
With Netflix not considered a major buyer for major traditional media properties (i.e. Paramount Global), Comcast emerges as a strong contender to acquire or form alliances with existing rivals. CEO Brian Roberts has historically pursued major acquisitions, with notable attempts to acquire Disney and Fox in past years. The question now is whether Comcast is positioned to make a deal with Warner Bros. Discovery or Paramount Global in its next big move.
Daniel Quinaud is a senior data analyst at Parrot Analytics, a WrapPRO partner. For more from Parrot Analytics, visit the Data and Analysis Hub.
