Apple and NBCUniversal are teaming up on a new streaming bundle, one that they hope will drive subscription growth at their respective direct-to-consumer services.
The “Apple TV and Peacock Bundle” will launch on Monday Oct. 20, just ahead of the NBA tip-off on NBC and Peacock. The bundle will cost $14.99 per month for the Apple TV and Peacock Premium tier, or $19.99 for Apple TV and Peacock Premium Plus bundle, representing a discount of over 30 percent (Apple TV is currently $12.99 per month, while Peacock Premium and Premium Plus are $10.99 and $16.99, respectively).
Apple is also offering select Apple One subscribers a subscription to Peacock Premium Plus for a 35 percent discount, the first perk outside of the Apple ecosystem for Apple One subscribers. Apple One currently includes Apple TV, Apple Music, Apple Arcade and iCloud+ storage.
In another notable aspect of the deal, each streaming platform will also offer a curated selection of shows from the other’s service, to help consumers sample programming and perhaps persuade them to subscribe.
That means that Apple TV users will get up to three episodes of shows like Bel-Air, Twisted Metal and Happy’s Place, while Peacock users till get up to three episodes of shows like Palm Royale, Stick, and Slow Horses.
The content on both services is largely complementary, with Peacock focusing on live sports and events, joined by a selection of original programming (like The Paper) and fare from NBC and Bravo, while Apple TV is almost all original, curated premium programming, closer to the HBO model.
“There is no more perfect combination of entertainment than the Apple TV and Peacock Bundle, with our complementary content portfolios featuring the best shows, movies, sports and live events,” said Matt Strauss, chairman of NBCUniversal Media Group, in a statement. “With this first-of-its-kind initiative with Apple, we’re redefining what the customer journey should be for a streaming bundle with rich sampling and a smooth sign-up process, and we’re broadening the reach of Peacock to even more audiences.”
“We’re thrilled to introduce this all-inclusive bundle of incredible programming and to bring Apple TV’s beloved shows and movies to more viewers in more places,” added Oliver Schusser, Apple’s vp of Apple TV, Apple Music, Sports, and Beats. “From acclaimed originals to can’t-miss live sports, the Apple TV and Peacock Bundle unites the best of entertainment in a simple and seamless experience.”
Both Apple and NBCU had been reluctant to cut bundle or partner deals since launching their streaming services in 2019 and 2020, respectively. While they had worked with partners like cable companies and telcos to offer subsidized bundles, they had mostly avoided cutting direct partnerships.
That has changed over the last year, with Peacock and Walmart inking a deal to add Peacock as an option for Walmart+ subscribers, and NBCU cutting deals with Amazon and Google to bring Peacock to Prime Video Channels and YouTube Primetime Channels (both deals were much broader than just Peacock, it’s worth noting).
Apple, meanwhile, rebranded Apple TV+ to just Apple TV earlier this week, and a year ago announced a deal to bring Apple TV to Amazon Prime Video Channels. The company also partnered with Chase to offer a complimentary subscription to Apple TV for its Sapphire Reserve credit card holders.
“Selfishly, I think it’s great because more people get to see our show,” Ben Stiller, whose show Severance streams on Apple TV, told THR earlier this year.
The tech giant has been focused on building out its Apple One bundle of services, and the Peacock deal suggests that in addition to its own services, it will add offers bundles with outside providers as well.
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