Under an agreement between NBCU and Amazon, Peacock will launch on the Amazon devices in the U.S. starting Thursday, June 24. In addition, the two companies reached a distribution agreement for NBCU’s 15 network apps for Amazon Fire TV and Fire tablet devices including NBC, Bravo, NBC News, NBC Sports and Telemundo.
Peacock launched across the U.S. on July 15, 2020, available in free, ad-supported and paid tiers. Amazon and NBCU had been at an impasse over business terms, including over access to Peacock ad inventory. Although Peacock was not available in Amazon’s Appstore, the Fire TV family of devices supports Google’s Android TV, so users could “sideload” the Peacock app for the platform (if they jumped through a few technical hoops).
The lack of an easy way for Amazon device users to add Peacock has represented a big gap for NBCU: Amazon boasts more than 50 million active monthly users of Fire TV devices.
Separately, in September 2020, NBCU inked a distribution deal for Peacock with Roku, after the two sides haggled over distribution terms including how to split advertising and over NBCU content sharing on the Roku Channel.
“We aim to make Peacock as widely available as possible, so we’re excited to bring the service to millions more people who stream on Fire TV and Fire tablets,” Maggie McLean Suniewick, NBCUniversal’s president of business development and partnerships, direct-to-consumer. “Amazon customers will find amazing content to stream this summer on Peacock from the Tokyo Olympics to ‘The Boss Baby: Family Business.’”
Daniel Rausch, VP of Amazon Entertainment Devices and Services, commented, “By pairing Peacock with Fire TV, our joint customers will be able to use Alexa and personalized recommendations to rediscover some of the world’s most-loved sitcoms, watch all-new shows like ‘Girls5Eva,’ and follow Olympic highlights — all from one service.”
More to come.