Peacock bets on AI video, mobile sports and games to grow streaming

Peacock, the streaming service of NBCUniversal, has announced an ambitious expansion into three new directions: AI-generated video content, mobile format for live sports broadcasts, and proprietary mobile games. The strategic shift reflects pressure from platforms like YouTube and TikTok, which are increasingly aggressively competing for audience screen time. AI tools for creating video experiences become a key element of the new strategy.

Peacock plans to use machine learning technologies for personalizing content feeds, automatically cutting long-form materials into vertical clips, and generating supplementary content. The vertical format is a direct response to smartphone users' habits, who consume most video in vertical phone orientation. Mobile sports is a separate major bet.

Peacock holds exclusive rights to NFL, NHL broadcasts, and several matches from European football leagues. Until now, live sports on mobile devices has remained inconvenient: horizontal content, small screen, complicated navigation. The new interface promises to reimagine the format — vertical broadcasts with overlay real-time statistics, simplified access to replays of key moments, and AI commentary for context.

The gaming direction appears unexpected for a streaming service, but fits into the general trend: Disney+ is testing mini-games based on its IP, Netflix is actively acquiring gaming studios. Peacock intends to offer mobile games connected to the platform's content — likely casual formats with characters from original shows and sports simulators. Including games in the basic subscription increases perceived product value and reduces churn.

Context is important: Peacock remains an outsider in the streaming wars. According to the latest reported data, the platform has around 36 million paid subscribers — significantly less than Netflix (270+ million) and Disney+ (~120 million). NBCUniversal has invested billions of dollars in Peacock, but has not yet managed to achieve profitability.

AI and mobile shift are an attempt to find differentiation without massive content purchases that consume the budget. Streaming services are entering a phase where content itself ceases to be a competitive advantage. The winner is whoever better understands the habits of the devices people watch on.

Peacock is making a deliberate bet on the smartphone as the primary screen — and AI as a tool to adapt existing catalog to the new format without billion-dollar investments in new content.