Apple TV and Peacock debut streaming bundle
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Apple and NBCUniversal on Thursday announced a new deal to bundle their streaming services, Apple TV and Peacock, for a discount to subscribers.
Why it matters: The agreement gives both streamers access to more programming, which is meaningful in a saturated subscription streaming environment.
- Apple TV subscribers will also get access to select content from Peacock and NBCUniversal, while Peacock subscribers will get access to to select Apple TV original shows.
Zoom in: Beginning Oct. 20, U.S. Apple TV customers can subscribe to a package bundling Apple TV and Peacock's Premium tier for $14.99 per month, a 30% discount.
- Alternatively, they can subscribe to Apple TV and Peacock's Premium Plus tier for $19.99 per month.
- Users that subscribe to Apple One Family or Premier plans can subscribe to Peacock Premium Plus at a 35% discount.
- Apple said that offering represents the "first benefit of its kind" for the Apple One bundle, which currently offers up to six of its services, such as Apple TV, Apple Music, Apple Arcade, Apple News+, Apple Fitness+ or iCloud.
Reality check: Until now, neither Apple nor Peacock had invested as seriously in bundle partnerships as their peers. But more services are eyeing these types of deals in the crowded U.S. streaming market.
- Peacock is currently available via a bundle offering from its parent Comcast that combines Apple TV, Netflix and Peacock via the Xfinity Streamsaver package. It recently brokered bundle and distribution deals with Amazon Prime Video, Google and Walmart+.
- Apple has mostly partnered with telecom providers, including Comcast and T-Mobile.
- By comparison, Warner Bros. Discovery's HBO Max and Starz both have nearly a dozen bundle offerings in the U.S., per an Axios analysis from earlier this year.
What to watch: The deal will be available the day before 2025-26 NBA season kicks off on Peacock, which is notable given Apple TV's increased interest in sports content.
