Peacock Overhauls Mobile App to Prioritize Vertical Video Content

NBCUniversal is launching a major overhaul of its Peacock mobile app, aiming to make it more engaging for users by prioritizing vertical video content.

The redesign's primary goal is to increase user engagement on the platform, specifically targeting an additional hour per user, per month. This strategy reflects a broader shift in how Peacock views itself, from simply being a streaming service to a comprehensive entertainment destination.

Peacock chairman Matt Strauss has emphasized that the company needs to rethink its approach to serving its franchises and fan bases, with the goal of providing the best possible experience within the app. To achieve this, the platform will feature short vertical videos showcasing shows and other content, which are expected to attract subscribers and encourage them to watch full episodes on television.

The introduction of vertical video is a key aspect of Peacock's new strategy, mirroring the approach taken by popular platforms like TikTok and YouTube Shorts. By focusing on bite-sized clips, the app aims to keep users engaged for longer periods and potentially draw in new viewers who might not have considered subscribing otherwise.

The revamped Peacock mobile app will feature an enhanced focus on vertical videos, aiming to keep users engaged for longer periods and potentially attract new subscribers.

To cater to its diverse audience, the app is launching fandom hubs dedicated to various franchises, such as The Office and Bravo-verse. These hubs will be home to short-form content and affiliated experiences, allowing fans to interact with their favorite shows in a more immersive way. For instance, the Law & Order page will include interactive elements like mini video games.

The redesigned app will also introduce a membership program that rewards subscribers based on their viewing history. Eligible members can look forward to exclusive perks, such as temporary Instacart memberships and access to New York Times Cooking. The program is designed to incentivize long-term subscription by offering benefits tied to the movies and shows users enjoy.

In addition to these updates, Peacock will continue to experiment with live vertical video and introduce a dynamic video player that automatically adjusts its orientation based on the device being used. The app is also integrating generative AI for conversational search capabilities, further enhancing the user experience.

The new Peacock mobile app is now rolling out in phases, a process that may take until next year to reach all users. This redesign aims to prioritize vertical videos, likely catering to the growing demand for content optimized for smartphone screens.

NBCUniversal plans to continue investing in microdramas, which are short serial dramas that contribute to larger stories. The company's first scripted microdrama, Charmed by a Southern Monster, has recently been released on the Peacock platform. This addition is part of the ongoing effort to expand and diversify content offerings.

The redesign comes at an opportune time for Peacock, which has achieved profitability for the first time after two consecutive quarters of profit. The success of this app revamp will be closely watched as it may contribute to sustaining this trend.