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State of the Screens

Will Peacock Medal at the Winter Olympics?

By February 3, 2022No Comments

Big news: Peacock ended 2021 with 24.5M active accounts and 9.0M (37% of total) paid subscribers.

Peacock streaming service usage according to Whip Media:
1) Once a week – 45%
2) Once a month – 21%
3) Every day – 13%
4) Rarely – 12%
5) Once every few months – 9%

Dive deep: What Does NBCUniversal’s Peacock Launch Mean for Convergent TV?

Big question #1: What events drove new subscribers for Peacock?

Quick answer: The Summer Olympics.

Flashback: NBC Hopes the Olympics Help Peacock Take Flight

Why this matters: Peacock has both the Super Bowl and Winter Olympics in February, which should grow subscribers.

Big question #2: What share of Peacock subscriptions from the Summer Olympics stuck around?

Peacock retention rate for users who signed up around Summer Olympics according to Antenna:
1) One month – 66%
2) Two months – 58%
3) Three months – 53%
4) Four months – 50%
5) Five months – 48%


Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.