NBCUniversal‘s Peacock launched a limited new membership program in a beta test with a variety of perks — aimed at keeping them from flying the coop as streaming subscribers, as well as driving incremental revenue from marketing pacts.
The test of Peacock’s membership program is available initially to a limited, “randomly selected” group of Peacock Premium and Premium Plus subscribers, according to NBCU. “Through a mix of NBCUniversal benefits, partner offers and exclusive experiences, the program will recognize and reward Peacock subscribers, deliver added value, and create deeper connections to the fandoms that power NBCUniversal,” the company said.
NBCU’s test of the Peacock rewards program follows similar efforts by other streamers, including Disney+ Perks, which offers customers an array of different promotional offers and discounts.
Launched in July 2020, the Peacock streaming service turned its first-ever quarterly profit for Q2 2026. Peacock paid subscribers totaled 48 million as of the end of June, with 2 million net additions during the period.
As Peacock continues to test and evolve the program, NBCU said, additional rewards are expected to be added over time, including Universal Parks perks and experiences, NBCU content previews and early access to NBCU live events.
On a recent episode of Variety‘s “Strictly Business” podcast, Matt Strauss, chairman of NBCUniversal Media Group, spoke about the Peacock membership program. “[W]e’re starting to evolve from thinking of this as streaming to entertainment, from subscription to membership,” he said. “Again, we’re always charting out what we see as the next white space. This is where we see, at least for NBCUniversal, the next wave of growth for streaming and the broader business as we’re continuing to build out where we see the big opportunity.”
During the beta test, Peacock’s membership program will group participants in three tiers based on their tenure as subscribers: Gold (3 months-1 year), Platinum (1-3 years) and Diamond (3+ years), with select rewards tailored to each tier.
At launch, members in the beta test will have access to the following rewards:
- An NBCU Shop 25% discount (for Shop at NBC Studios products)
- A Bravo Shop discount (dependent on membership tier), with Gold members eligible for 15% off, Platinum members receiving 20% off and Diamond members receiving 25% off
- A complimentary one-year Instacart+ membership (which auto-renews as a paid membership after 12 months); benefits include no grocery delivery fees on orders of at least $10, a subscription to New York Times Cooking at no additional cost (if activated by May 6, 2027) and free family sharing with up to three people
- A Pizza Hut digital code that allows them to buy one menu-priced medium pizza and get a second medium pizza of equal or lesser value free (limited-time offer is unlocked after streaming three movies on Peacock)
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