Who Owns Peacock Streaming Service: Ownership Insights

Peacock has quickly become a major player in the U.S. streaming market, offering a mix of hit shows, movies, sports, and original content. Many viewers wonder who owns Peacock and who controls its content. The answer lies with NBCUniversal, a media giant under Comcast, which provides the resources and guidance behind the service’s growth and programming.

Key Takeaways

• Peacock is wholly owned by NBCUniversal, which operates it under its Direct-to-Consumer division, giving the streaming service access to NBCUniversal’s extensive content library and infrastructure.
• NBCUniversal itself is a subsidiary of Comcast Corporation, which provides strategic oversight, financial backing, and resources for Peacock’s growth and expansion.
• Peacock’s operations and strategic decisions are managed by executives within NBCUniversal, including key leaders for content, technology, and marketing, while Comcast and its top institutional shareholders influence high-level governance.

Peacock Company Profile

Peacock is an over-the-top (OTT) streaming service launched by NBCUniversal, a subsidiary of Comcast. Officially launched on July 15, 2020, it offers a mix of live sports, news, movies, TV shows, and original programming. Initially, Peacock was available in free, Premium, and Premium Plus tiers.

However, as of January 2023, the free tier is no longer available to new customers unless their subscription lapses. The service is headquartered at 30 Rockefeller Plaza in New York City and operates under the NBCUniversal Television and Streaming division.

As of Q1 2025, Peacock boasts 41 million paid subscribers.

Founders

Peacock was developed by NBCUniversal’s Direct-to-Consumer and Digital Enterprises division, which was established in January 2019 under the leadership of Bonnie Hammer.

Hammer, a seasoned media executive, was appointed as the chairman of this division, overseeing the launch of the over-the-top streaming service. The service was officially named “Peacock” in September 2019, and it was launched on July 15, 2020.

Major Milestones

• 2019: NBCUniversal announced the creation of its Direct-to-Consumer and Digital Enterprises division, setting the stage for the development of Peacock.
• 2020: Peacock was officially launched, offering a mix of live sports, news, movies, TV shows, and original programming.
• 2021: Kelly Campbell was appointed as President of Peacock, succeeding Bonnie Hammer.
• 2023: Peacock reached 31 million subscribers, reflecting strong growth and market acceptance.
• 2024: The service expanded its content offerings, including exclusive sports events and original programming, further solidifying its position in the streaming market.
• 2025: Peacock continued to innovate with new content and features, maintaining its competitive edge in the rapidly evolving streaming landscape.

Who Owns Peacock?

Peacock is owned by NBCUniversal, a major media and entertainment company. NBCUniversal directly manages Peacock’s operations, content strategy, and growth initiatives. The streaming service is part of NBCUniversal’s Television and Streaming division, which focuses on delivering digital content to U.S. audiences.

As a subsidiary, Peacock benefits from NBCUniversal’s vast library of films, TV shows, and live sports events, giving it a competitive edge in the streaming market.

Parent Company

NBCUniversal is itself a subsidiary of Comcast Corporation, a global telecommunications and media conglomerate. Comcast acquired a controlling stake in NBCUniversal in 2011 and completed full ownership in 2013. This structure allows Peacock to leverage Comcast’s financial resources, infrastructure, and strategic guidance while operating under NBCUniversal’s content-focused division.

Comcast is publicly traded, and its top shareholders include large institutional investors and mutual funds that hold significant stakes in the company.

As of September 2025, the largest shareholders are Vanguard Group, BlackRock, and State Street Corporation, each owning substantial percentages of Comcast’s outstanding shares.

These shareholders influence high-level corporate governance and decisions, though the day-to-day operations of NBCUniversal and Peacock remain under the control of Comcast’s executive leadership.

Comcast’s acquisition of NBCUniversal integrated multiple media assets, including NBC, Universal Pictures, cable networks, and theme parks, into one portfolio. This gave Peacock immediate access to a deep content library and production capabilities.

The acquisition also allowed Comcast to combine distribution networks with streaming services, positioning Peacock to compete with other major platforms.

Ownership Structure

Peacock operates as a wholly owned asset of NBCUniversal. Comcast, as the parent company of NBCUniversal, holds the ultimate controlling interest.

While NBCUniversal manages day-to-day operations and strategic planning for Peacock, Comcast influences high-level investment decisions, infrastructure, and expansion initiatives. This ensures that Peacock has both operational autonomy and strategic backing.

Peacock has formed strategic partnerships to expand its reach.

For example, distribution agreements with platforms like Amazon Prime Video Channels have allowed Peacock Premium Plus to reach additional audiences. These partnerships complement Peacock’s own subscriber base and provide opportunities for growth without requiring direct acquisition.

Peacock Original Series List

Peacock Originals are a cornerstone of the streaming service’s strategy to attract and retain subscribers. The service produces and distributes exclusive content, including scripted series, unscripted shows, animated programs, and documentaries.

As of September 2025, Peacock has developed a robust library of original series that appeal to diverse audiences.

Scripted Series

Peacock’s scripted originals include dramas, comedies, and limited series that often leverage NBCUniversal’s existing IP or partnerships with major studios. Notable titles include:

• The Office (Reboot Specials): Original specials and spin-offs based on the iconic NBC comedy series.
• Rutherford Falls: A comedy series exploring cultural identity and small-town politics.
• Girls5eva: Musical comedy following a 1990s girl group reuniting in the modern era.
• Bel-Air: A modern, dramatic reimagining of the classic sitcom The Fresh Prince of Bel-Air.

Unscripted Series

Peacock produces a wide range of unscripted content, including reality shows, talk shows, and competition series:

• The Challenge: USA: A competitive reality series with participants from various backgrounds.
• Who Do You Think You Are?: A celebrity-focused genealogy show tracing personal histories.
• Poker Face: Mystery/reality hybrid series blending competition with investigative storytelling.

Animated Series

Peacock Originals also include animated content targeting both adult and family audiences:

• Ted: Animated series adaptation of the popular comedy film franchise.
• MacGruber: A comedy-action series based on the cult classic character.
• The Game OverGreggy Show: Animated adaptations of popular online content and personalities.

Documentary and Docuseries

Peacock’s documentary programming highlights real-life stories, investigative series, and biographical content:

• The Choice by MSNBC: Political and investigative documentaries.
• The Real Housewives of…: Behind the Scenes: Docuseries offering an in-depth look at reality programming production.
• American Refugee: Documentary series exploring social and cultural issues in the U.S.

Live Event Series

Peacock also integrates original live programming as part of its streaming strategy:

• Peacock Presents Live Sports Specials: Including Premier League, NFL, and Olympic coverage.
• Holiday and Music Specials: Seasonal programming produced exclusively for Peacock subscribers.

Upcoming and Renewed Series

• Team Mekbots: Animal Rescue (Season 2)
  The second season of this animated series, following a team of robots dedicated to rescuing animals, is scheduled to premiere later in 2025, building on the success of its debut season.
• 90 Minutes
  A soccer drama series that premiered earlier in May 2025, focusing on the lives of professional soccer players and their personal and professional challenges.
• O’ahu Shores
  A drama series set in Hawaii, exploring the lives of residents and tourists on the island. The show is currently airing its first season as of September 2025.

Peacock Leadership

Peacock’s leadership structure is designed to foster innovation and strategic growth in the competitive streaming landscape. The team comprises seasoned executives from NBCUniversal’s broader portfolio, each bringing specialized expertise to their roles.

Frances Berwick – Chairman, Universal Television Entertainment Group

Frances Berwick plays a pivotal role in shaping Peacock’s content identity. As Chairman of the Universal Television Entertainment Group, she oversees programming for NBC Entertainment, Bravo, and Peacock.

Her responsibilities include guiding scripted and unscripted content strategy, ensuring Peacock Originals align with audience demand, and maximizing the use of NBCUniversal’s vast television portfolio to strengthen Peacock’s lineup.

Berwick’s experience in entertainment management has helped Peacock develop a balance of high-profile originals, live events, and library content that resonate with subscribers.

Matt Strauss – Chairman, NBCUniversal Media Group

Matt Strauss has been at the heart of Peacock’s journey since its inception. As Chairman of NBCUniversal Media Group, Strauss is directly responsible for the platform’s long-term growth strategy.

He has spearheaded Peacock’s launch, the introduction of its free and premium tiers, and the integration of live sports, which has become a key differentiator for the service.

Strauss continues to oversee international expansion, distribution partnerships, and revenue models, making him one of the most influential leaders in Peacock’s success story.

Patrick Miceli – Chief Technology Officer, Direct-to-Consumer and Global Streaming

Patrick Miceli leads the technological backbone of Peacock. As Chief Technology Officer, he ensures the platform’s infrastructure remains scalable, secure, and capable of delivering seamless streaming experiences to millions of subscribers.

His team focuses on innovations in streaming quality, personalization algorithms, and digital security. Under his leadership, Peacock has invested in cloud-based delivery and adaptive streaming technologies to keep pace with competitors like Netflix, Disney+, and Amazon Prime Video.

Shannon Willett – Chief Marketing Officer

Shannon Willett drives Peacock’s global brand presence. As Chief Marketing Officer, she oversees advertising campaigns, subscriber engagement initiatives, and partnerships that enhance Peacock’s reach.

Willett has been instrumental in positioning Peacock as a household name by combining data-driven marketing strategies with bold creative campaigns. Her work has significantly contributed to subscriber growth, brand loyalty, and Peacock’s ability to stand out in a crowded streaming marketplace.

Brian Henderson – Executive Vice President, Programming

Brian Henderson shapes what viewers see when they log into Peacock. As Executive Vice President of Programming, he curates content across genres, balancing Peacock Originals with licensed titles from NBCUniversal’s extensive catalog.

Henderson’s role is central to driving acquisition and retention, as he collaborates with creators, producers, and network partners to ensure Peacock offers exclusive, high-quality programming.

His leadership ensures Peacock continues to be a competitive destination for both original and acquired content.

Leadership Evolution

Peacock’s leadership team has evolved in step with the fast-changing streaming landscape.

Earlier in 2025, Kelly Campbell, the former President of Peacock, departed the company, signaling a shift in leadership structure. Her departure allowed NBCUniversal to consolidate responsibilities among its top executives, creating a more integrated decision-making process.

Today, the leadership team reflects NBCUniversal’s strategy of blending content expertise, technological innovation, and brand building to secure Peacock’s place in the global streaming market.

Peacock Annual Revenue and Net Worth

As of 2025, Peacock has solidified its position in the U.S. streaming market, demonstrating strong financial growth and stability. The service generated $1.2 billion in revenue this year, reflecting both subscriber expansion and increased advertising demand.

Its estimated net worth, supported by NBCUniversal and Comcast’s backing, is around $5.5 billion as of September 2025, highlighting Peacock’s value as a competitive streaming platform with substantial growth potential.

Here’s an overview of the historical revenue and net worth of Peacock from 2020-25:

Revenue

As of September 2025, Peacock, the streaming service owned by NBCUniversal and operated under Comcast Corporation, has demonstrated notable financial performance. In the second quarter of 2025, Peacock reported a revenue of $1.2 billion, marking an 18% increase compared to the same period in the previous year.

This growth was primarily driven by a 20% rise in advertising revenue, despite a 7% decline in overall domestic advertising revenue for NBCUniversal. The service ended the quarter with 41 million paid subscribers, maintaining its subscriber base from the first quarter of 2025.

Notably, losses for the quarter narrowed to $101 million, a significant improvement from the $348 million loss in the same quarter of the previous year.

Peacock’s revenue streams are divided into two main categories: subscription and advertising.

The subscription revenue is generated from its Premium and Premium Plus plans, while advertising revenue comes from the free and ad-supported tiers.

The 20% increase in advertising revenue indicates a growing demand for Peacock’s content among advertisers, likely due to its expanding library and live sports offerings.

The service’s ability to attract and retain subscribers, coupled with its diverse content portfolio, has contributed to this revenue growth.

Net Worth

As of September 2025, Peacock’s net worth is estimated to be around $5.5 billion.

It has solidified its position in the U.S. streaming market, demonstrating strong financial growth and stability. The service generated $1.2 billion in revenue this year, reflecting both subscriber expansion and increased advertising demand.

Its estimated net worth, supported by NBCUniversal and Comcast’s backing, is around $5.5 billion, which highlights Peacock’s value as a competitive streaming platform with substantial growth potential.

Brands Owned by Peacock

Peacock operates a range of brands, channels, original programming, and strategic partnerships. Its focus is on offering diverse content including movies, TV shows, live sports, and news, while expanding its presence in the competitive streaming market.

Below is a list of the major brands and entities owned by Peacock as of 2025:

Peacock TV, LLC

Peacock TV, LLC is the primary operating entity responsible for the development, management, and distribution of the Peacock streaming service. Established in 2020, it serves as the central hub for all streaming operations, encompassing content acquisition, technology infrastructure, and subscriber management. The company operates under NBCUniversal’s Direct-to-Consumer division.

Peacock Streaming Service

The flagship product of Peacock TV, LLC, the Peacock streaming service offers a diverse range of content, including original programming, licensed films and television shows, live sports, and news. As of 2025, the service boasts over 41 million paid subscribers. It operates on a tiered subscription model, offering various plans to cater to different viewer preferences.

Peacock Originals

Peacock Originals refers to the suite of exclusive content produced and distributed by Peacock. This includes a variety of scripted series, unscripted shows, films, and documentaries. Notable titles include “The Paper,” an Office spinoff, and “Ted,” an animated series based on the popular film franchise. These original productions are central to Peacock’s strategy to differentiate itself in the competitive streaming market.

Peacock Channels

Peacock Channels are curated digital linear channels that emulate a traditional broadcast programming experience. These channels feature long-form and digital-originated programming content from NBCUniversal’s broadcast and cable properties, as well as third-party content providers. They are designed to offer a continuous viewing experience, catering to diverse audience interests.

Peacock News Programming

Peacock offers a range of news programming through partnerships with NBC News and Sky News. This includes channels like “The Choice by MSNBC,” which features original news and opinion programs. These offerings aim to provide viewers with timely and relevant news content, complementing the service’s entertainment and sports programming.

International Distribution Partnerships

While not owned entities, Peacock has established several international distribution partnerships to expand its reach. In Canada, Corus Entertainment holds exclusive English Canadian broadcast rights to Peacock Original programming.

In the Middle East and North Africa, OSN has acquired Peacock’s original programming for its streaming service, OSN+. These partnerships allow Peacock to extend its content offerings to global audiences.

Strategic Partnerships

Peacock has entered into strategic partnerships to enhance its distribution and content offerings.

In 2025, Comcast, NBCUniversal, and Amazon announced distribution agreements across Prime Video, Fire TV, and Peacock. This collaboration enables Prime Video customers to access Peacock Premium Plus, the streaming service’s ad-free experience, as a subscription.

Additionally, the companies renewed several existing distribution deals to continue providing access to Peacock on Fire TV and other platforms.

Rebranding and Strategic Shifts

As part of a broader strategic shift, Comcast announced plans to spin off several NBCUniversal cable networks, including CNBC and USA, into a new company named Versant. This move reflects Comcast’s focus on streaming and digital platforms. As part of this rebranding, MSNBC will undergo a transformation, rebranding as “My Source News Opinion World” or “MS NOW,” and will drop the iconic NBC peacock logo.

Conclusion

Peacock’s rise in the streaming world is a direct result of NBCUniversal’s strategic vision and Comcast’s backing. With access to a vast library of content, original programming, and live events, Peacock continues to grow its audience and influence. Its ownership structure ensures steady investment, innovation, and expansion, positioning Peacock as a dynamic and competitive force in the U.S. streaming market.

FAQs

Who owns Peacock TV?

Peacock TV is owned by NBCUniversal, which operates it under its Direct-to-Consumer division. NBCUniversal oversees the platform’s content, technology, and subscriber management.

Who owns Peacock streaming?

The Peacock streaming service is wholly owned and managed by NBCUniversal. While it operates independently in terms of content and subscriptions, it benefits from NBCUniversal’s broader library and infrastructure.

Is Peacock owned by Disney?

No, Peacock is not owned by Disney. It is owned by NBCUniversal, which is a subsidiary of Comcast Corporation, a separate media and technology conglomerate.

Does Universal own Peacock?

Yes, NBCUniversal (often referred to as “Universal” in media contexts) owns Peacock. The service operates as NBCUniversal’s flagship streaming platform.

Is Peacock owned by NBC?

Peacock is operated by NBCUniversal, which includes NBC as one of its main broadcast networks. However, Peacock is not owned by NBC alone; it is part of the broader NBCUniversal Direct-to-Consumer division.

Is Peacock available in Canada?

Yes, Peacock content is available in Canada through distribution partnerships, primarily with Corus Entertainment, which holds the rights to broadcast Peacock Originals in English Canada.

Is Peacock owned by Netflix?

No, Peacock is not owned by Netflix. It is owned by NBCUniversal under Comcast Corporation, entirely separate from Netflix’s streaming operations.

What platform is Peacock part of?

Peacock is part of NBCUniversal’s Direct-to-Consumer platform, leveraging Comcast’s resources. It is a standalone streaming service but integrates with platforms like Amazon Prime Video and Fire TV through distribution agreements.

Who owns Peacock and NBC?

Both Peacock and NBC are owned by NBCUniversal, which is a subsidiary of Comcast Corporation. Comcast provides strategic oversight and financial backing for both the network and the streaming platform.