Peacock is redesigning its mobile app to focus more on vertical videos
This is an attempt to "win another hour per user, per month."
NBCUniversal is overhauling the Peacock mobile app with a focus on vertical videos to potentially increase user engagement. NBCUniversal chairman Matt Strauss explained that the company is shifting from being a streaming platform to an entertainment platform, aiming to serve franchises and fandoms better through the app. The redesign includes emphasis on short vertical video content, akin to TikTok and YouTube Shorts, and aims to keep users on the app while also enticing them to watch full episodes on TV.
Additionally, the app will feature fandom hubs for various franchises such as Bravo-verse or The Office, offering short videos and affiliated experiences. Users can also expect personalized experiences, including exclusive membership perks based on their subscription duration, like temporary Instacart memberships or New York Times Cooking subscriptions.
Technologically, Peacock will experiment with live vertical video and a dynamic video player that switches between vertical and horizontal orientations based on the device. Generative AI will also be integrated for conversational AI search. The app redesign aims to keep subscribers engaged, potentially lure them into watching full episodes on TV, and continue investment in microdramas, which are extremely short serial dramas connecting to larger stories.
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