Peacock joins Prime Video in Comcast–Amazon deal

Peacock, NBCUniversal’s streaming service, is officially joining Amazon’s Prime Video Channels lineup as part of a wide-ranging agreement between Comcast and Amazon. The move marks Peacock’s most significant expansion into third-party distribution to date and could signal a broader shift in strategy for the platform.

Beginning immediately, Peacock Premium Plus—the service’s ad-free tier—will be available as an add-on through Prime Video Channels at $16.99 per month or $169.99 per year. Prime Video Channels has become a key hub for subscription aggregation, already offering access to HBO Max, Paramount+, Starz, and Apple TV+, among others. For Amazon, the addition further reinforces its position as a one-stop destination for streaming subscriptions and simplified billing.

A New Chapter for Peacock’s Distribution Strategy

Unlike rivals such as Max, Paramount+, or Starz, Peacock has largely resisted participating in third-party channel bundles until now. The service has been available in certain bundles through Comcast Xfinity and Charter Spectrum, but Amazon represents the first major tech platform to carry Peacock as a channels add-on.

Industry observers suggest this deal may serve as a template for further expansion, with competitors like Google’s YouTube and Roku—both of which offer robust channel marketplaces—potential next steps.

Peacock currently counts around 41 million subscribers, still behind leaders like Netflix, Disney+, and Max. The service has leaned heavily on live sports programming as a differentiator, including exclusive rights to Premier League soccer, WWE events, and most recently, the NBA starting this fall.

Boosting Prime Video’s Sports Offering

The partnership also bolsters Amazon’s own sports portfolio. With Peacock now on board, Prime Video subscribers gain access to more live sports coverage, including NFL games. Combined with the recent addition of Fox One, Prime Video now offers access to four of the five national NFL packages, with ESPN remaining the sole missing piece.

Broader Distribution Deal

The deal extends beyond Peacock. Comcast and Amazon also agreed to:

• Maintain Peacock’s availability on Fire TV devices.
• Ensure Prime Video access on Comcast’s Xfinity X1 set-top boxes.
• Continue distribution of Universal Pictures Home Entertainment movies for purchase or rental via Prime Video.

Mike Cavanagh, president of Comcast Corporation, emphasized the scope of the agreement:

“This multi-faceted set of agreements is a testament to our close collaboration with Amazon, delivering significant value across our businesses and expanding exposure of our world-class content.”

Mike Hopkins, head of Prime Video and Amazon MGM Studios, echoed the sentiment:

“Adding Peacock to our growing list of subscriptions – while renewing our long-standing agreements for Fire TV, Universal Pictures Home Entertainment, and Xfinity X1 – deepens an incredible working relationship with Comcast/NBCU, and we look forward to a future of mutual distribution that benefits our shared customers.”

What It Means for the Industry

This move positions Peacock to scale more quickly by tapping into Amazon’s vast subscriber base, while Amazon cements its role as a central aggregator for streaming services. With bundling and cross-platform distribution becoming more critical in a fragmented streaming landscape, the Peacock–Amazon deal could set the tone for future partnerships across the industry.