November 07, 2025
Peacock's TV Viewing Share: Current Data and Trends
Peacock captures 1.5% of total TV viewing. Here's how its ad tier performs.
Table of Contents
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1.6%
Peacock's share of total TV viewing
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2.0%
Peacock's Sunday share (NFL)
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+19%
Monthly viewing growth (Oct 2025)
According to Nielsen's October 2025 Gauge report, Peacock exhibited a 19% monthly viewing uptick and represented 1.6% of total TV viewing, with Sunday share averaging 2.0% driven by NFL content. NBCUniversal's streaming service has established itself as a significant player in the streaming landscape through premium sports programming, next-day NBC content access, and expanding original programming. For advertisers, Peacock represents a premium streaming environment with sports-engaged audiences increasingly difficult to reach through traditional television as live sports migrate to streaming platforms.
Understanding Peacock's position requires recognizing its hybrid model and sports focus. Unlike pure ad-supported services (Tubi, Pluto TV) or subscription-only services (Netflix's former model), Peacock offers multiple tiers: free with ads, premium with ads, and premium without ads. This flexibility, combined with exclusive NFL games, Premier League soccer, and other sports content, creates a diverse audience of sports fans, NBC content enthusiasts, and value-seeking streamers. Peacock's integration with NBCUniversal's broader content ecosystem provides ongoing programming advantages.
What the data shows
Peacock's viewing share and growth metrics demonstrate its sports-driven audience appeal.
Current viewing share metrics
Nielsen Gauge data for October 2025 shows Peacock's position:
1.6%: Overall share of total TV viewing (streaming + traditional)
2.0%: Sunday share (NFL days)
+19%: Monthly viewing growth
Premium positioning: Smaller share but highly engaged audience
While Peacock's overall share is smaller than Netflix (7.8%) or YouTube (10.3%), its Sunday NFL-driven spike demonstrates the power of premium live content.
Sports-driven viewing patterns
Peacock's viewing is heavily influenced by sports programming:
Sunday NFL spike: Share jumps from 1.6% to 2.0% on Sundays
Premier League: Weekend morning viewership increases
Olympics: Massive spikes during Olympic coverage
Sports shoulder programming: Pre and post-game content extends engagement
This sports concentration means advertisers can reach highly engaged sports audiences through Peacock.
Growth trajectory
Peacock's 19% monthly growth in October 2025 reflects:
NFL season impact: Football driving subscriber and viewer growth
Content expansion: New original series and films
Bundling strategies: Comcast/Xfinity bundling driving adoption
Ad tier success: Ad-supported tier gaining viewers
This growth rate positions Peacock for continued share gains as sports content exclusivity expands.
Competitive positioning
Peacock's 1.6-2.0% compares to other streaming services:
Netflix: 7.8% (subscription model, limited sports)
YouTube: 10.3% (includes non-TV content)
Hulu: 3.1% (mixed model)
Peacock: 1.6-2.0% (sports-focused premium)
Tubi: 2.2% (fully ad-supported FAST)
The Roku Channel: 2.8% (fully ad-supported FAST)
Peacock's sports focus differentiates it from FAST services and general entertainment streamers.
Breaking down the numbers
Understanding what drives Peacock's viewing patterns reveals advertising opportunities.
The sports programming advantage
Peacock's sports content drives distinct viewing patterns:
NFL exclusivity: Peacock holds exclusive rights to certain NFL games, driving viewership that can't be found elsewhere.
Premier League breadth: Extensive Premier League coverage attracts soccer fans for weekend morning viewing.
Olympics dominance: NBCUniversal's Olympic rights flow through Peacock for streaming access.
WWE programming: Wrestling content attracts dedicated fan bases.
Golf and other sports: PGA Tour, Notre Dame football, and other sports programming.
This sports portfolio creates high-engagement viewing contexts ideal for advertising.
NBCUniversal content ecosystem
Peacock benefits from NBCUniversal's broader content:
Next-day NBC: Network programming available the day after broadcast
Bravo content: Popular reality programming from Bravo
NBC News: News content and live coverage
Universal films: Early streaming windows for Universal movies
Classic library: Legacy NBC and Universal content
This breadth attracts viewers beyond sports, providing year-round engagement.
Hybrid tier model
Peacock's tiered model creates diverse audience segments:
Free tier (with ads): Limited content, highest ad load, price-sensitive viewers
Premium (with ads): Full content access, moderate ad load, value-seeking viewers
Premium Plus (no ads): Full content, no ads, premium-willing subscribers
For advertisers, the ad-supported tiers (free and premium) provide access to significant portions of Peacock's audience.
Sunday viewing spike mechanics
The jump from 1.6% to 2.0% on Sundays demonstrates sports impact:
NFL game windows: Peacock exclusive games draw large audiences
Pre-game programming: Extended viewing around game times
Second-screen behavior: Viewers engaged with content during games
Appointment viewing: Sports creates scheduled, can't-miss viewing
This concentrated, high-attention viewing creates premium advertising contexts.
Why it matters for your business
Peacock's sports-driven viewing creates specific advertising opportunities.
Premium sports audience access
Peacock provides access to sports audiences:
NFL viewers: Highly valuable demographic for many advertisers
Soccer fans: Premier League attracts specific demographics
Sports enthusiasts: Engaged, attentive viewers
Cord-cutter sports fans: Otherwise difficult to reach through traditional TV
For businesses targeting sports audiences, Peacock represents premium streaming inventory.
High-engagement viewing context
Sports viewing on Peacock offers advertising advantages:
Live viewing: Sports watched live, not time-shifted
Full attention: Sports commands viewer attention
Social viewing: Often watched with others
Emotional engagement: Sports creates emotional peaks
These factors contribute to stronger ad recall and brand impact.
Diversified reach through aggregated platforms
Small businesses can access Peacock inventory through aggregated platforms:
Adwave: Includes Peacock in 100+ channel mix
$50 minimum: Low barrier to entry
Combined targeting: Geographic and demographic across channels
Automated optimization: Platform allocates to performing inventory
This approach provides Peacock reach without direct platform relationships requiring larger budgets.
Seasonal planning opportunities
Peacock's sports schedule creates planning opportunities:
NFL season (September-February): Peak sports viewing
Premier League (August-May): Weekend morning opportunities
Olympics (Summer/Winter): Massive viewership spikes
Off-season: Entertainment content focus
Understanding Peacock's seasonal patterns enables strategic campaign timing.
How to take advantage of this trend
Capitalizing on Peacock's growth requires strategic approach to platform access and creative planning.
Access through aggregated platforms
Most small businesses access Peacock through aggregated CTV platforms:
Adwave: $50 minimum, AI creative, 100+ channels including Peacock
No direct negotiation: Platform handles inventory access
Combined optimization: Peacock alongside other streaming sources
Flexible budgets: Scale based on results
This approach provides Peacock reach as part of comprehensive streaming strategy.
Consider sports-adjacent timing
While specific sports programming targeting may require direct Peacock relationships:
NFL season campaigns: September through February captures elevated viewership
Weekend campaigns: Soccer viewership patterns on weekends
Evening campaigns: Prime time sports and entertainment
Year-round presence: Entertainment content maintains audience
Understanding Peacock's viewing patterns informs campaign timing even through aggregated platforms.
Optimize creative for premium context
Peacock's premium positioning warrants appropriate creative:
Professional quality: Match the premium content environment
Clear branding: Stand out in quality programming context
Engaging storytelling: Viewers in entertainment mindset
Strong calls to action: Direct viewers to next steps
AI-generated creative can produce professional results suitable for premium streaming environments.
Balance reach and precision
Peacock's smaller share but engaged audience requires strategic balance:
Reach goals: May require broader platform mix beyond Peacock alone
Engagement value: Peacock viewers highly attentive
Frequency management: Smaller audience may see ads more often
Platform mix optimization: Let aggregated platforms balance sources
Through aggregated platforms, this balance is handled automatically based on campaign goals.
The bigger picture
Peacock's growth reflects broader streaming industry dynamics around sports and premium content.
Sports migration to streaming
Peacock exemplifies sports' streaming migration:
NFL streaming expansion: More games moving to streaming exclusives
Soccer on streaming: Premier League, MLS, and other leagues
Olympics streaming: Primary streaming access through Peacock
Sports rights fragmentation: Multiple platforms for different sports
Advertisers must follow sports audiences across platforms, with Peacock representing a major destination.
Premium content value
Peacock's growth validates premium content investment:
Sports content worth billions in rights fees
Premium content drives subscription and engagement
Ad-supported premium content creating advertiser opportunity
Quality content commands viewer attention
This premium content focus creates valuable advertising contexts.
NBCUniversal streaming strategy
Peacock represents NBCUniversal's streaming future:
Integration with cable, broadcast, and streaming
Content flowing across platforms
Advertising relationships spanning linear and streaming
Technology investment improving experience
Understanding Peacock as part of NBCU ecosystem helps advertisers plan across channels.
Competition and differentiation
Peacock competes through differentiation rather than scale:
Sports content others don't have
NBC content ecosystem advantages
Hybrid pricing model flexibility
Live programming emphasis
This positioning creates specific audience segments valuable to advertisers even without Netflix-scale reach.
Common questions answered
What is Peacock's share of TV viewing?
Peacock holds approximately 1.6% of total TV viewing according to Nielsen Gauge data, rising to 2.0% on Sundays when NFL games air. While smaller than Netflix or YouTube, Peacock's sports-engaged audience represents premium advertising inventory.
How does Peacock compare to other streaming services?
Peacock's 1.6% share is smaller than Netflix (7.8%), YouTube (10.3%), Hulu (3.1%), and even Tubi (2.2%). However, Peacock differentiates through sports content (NFL, Premier League, Olympics) and NBCUniversal programming, creating highly engaged audiences rather than maximizing overall share.
Can small businesses advertise on Peacock?
Yes, small businesses can access Peacock inventory through aggregated CTV platforms like Adwave. These platforms include Peacock in their 100+ channel mix, providing access with low minimums ($50) and AI-generated creative. Direct Peacock advertising typically requires larger budgets.
What makes Peacock different from other streaming services?
Peacock differentiates through: exclusive sports content (NFL, Premier League, Olympics), next-day NBC programming access, hybrid tier model (free, premium with ads, premium without ads), and NBCUniversal content library. This combination creates specific audience segments around sports and premium entertainment.
Why does Peacock's share spike on Sundays?
Peacock's Sunday share increases to 2.0% (from 1.6%) due to NFL game streaming. Peacock holds exclusive rights to certain NFL games, driving viewership that can't be found elsewhere. This demonstrates sports' power to drive appointment viewing on streaming platforms.
Supporting data
Additional statistics contextualizing Peacock's TV viewing share:
1.6%: Peacock share of total TV viewing
2.0%: Peacock Sunday share (NFL impact)
+19%: Monthly viewing growth (October 2025)
7.8%: Netflix share (for comparison)
10.3%: YouTube share (for comparison)
3.1%: Hulu share (for comparison)
2.2%: Tubi share (FAST comparison)
$25: Average CTV CPM through aggregated platforms
100+: Channels available through Adwave
Data sources:
Industry streaming reports
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