Peacock has a serial TV problem and is counting on a pandemic-delayed pipeline of programming to help overcome it. More than a year after its launch, NBCUniversal’s streaming service lacks the buzz…
with Wall Street analysts last week, the lack of breakthrough hits, considered key to streamer growth, suggests the service has much work to do before it becomes truly competitive with its rivals.
“I think most observers have concluded that there’s going to have to be a merger at some point,” Moffett says. According to Parrot Analytics, which estimates consumer demand based on data from multiple online sources, including Google searches, social media services, blogs, video platforms and piracy services, Peacock mustered only 1.6% of digital original demand share in the U.S. during the third quarter, a slight improvement from the 1.4% it drew during the prior quarter. Paramount Plus eked out 3.9%, while HBO Max, Apple TV Plus, Hulu, Amazon Prime and Disney Plus ranged from 6.1% to 8.
“Peacock needs the big show to get people in, or the exclusive run of ‘SNL,’ or whatever it might be to get people into the door, and then they can start really seeing how their originals play out,” Alexander says. “Until there’s an audience, you’re just kind of pushing stuff out and hoping people show up.”
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