{
  "id": 19522501,
  "title": "Peacock Refreshes Mobile App, Adds Franchise Hubs to Boost Engagement",
  "url": "https://urgent.news/2026/11/11/peacock-refreshes-mobile-app-adds-franchise-hubs-to-boost-engagement",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-11-11T16:00:00.000Z",
  "source": {
    "name": "TheWrap",
    "slug": "thewrap",
    "url": "https://www.thewrap.com/media-platforms/streaming/peacock-mobile-app-redesign-adaptive-vertical-video-conversational-ai-search/"
  },
  "original_language": "en",
  "account": "Peacock is enhancing its mobile app with new features aimed at boosting user engagement and content discovery. The streamer will launch a phased rollout featuring Franchise Hubs, which will consolidate related episodes, clips, podcasts, games, microdramas and live moments for fans of specific franchises onto the homepage. The app will also include dynamic discovery tools such as Trending Stack, Direct Access and Explore Mode, and a Jump Back In feature at the top. Furthermore, Peacock is piloting conversational AI-powered search, allowing users to begin with a title, mood, theme, similar program or situation and continue the conversation to explore more content within the app. The company is also improving live viewing experiences by testing vertical video formats for popular shows like \"The Voice,\" NCAA basketball games and golf. These tests will help shape a dynamic video player that automatically transitions between vertical and horizontal video playback based on the device's orientation. For future NBA games, the live feed will be supplemented with easy access to player stats and additional game information in a split-screen layout. NBCUniversal Media Group's John Jelley noted that many streaming platforms have similar homepages, forcing users to sort through content on their own. Peacock aims to differentiate itself by anticipating users' needs and making the next most useful action readily accessible. The phased rollout will begin with the redesigned homepage and conversational AI search, followed by live reframing and dynamic reformatting of live video, as well as the introduction of Franchise Hubs and Trending Stack, Direct Access and Explore Mode in the first half of the next year. Mobile usage accounts for about 40% of Peacock's 48 million subscribers, and the streamer captured 1.4% of TV streaming viewership in August, according to Nielsen. Jelley emphasized that the company built Peacock to foster growth after a period of intense streaming competition, and the focus now is on maximizing user engagement through a tailored user experience, particularly on mobile devices. Peacock's mobile app enhancements come as the service reported its second consecutive profitable quarter in October and as NBCU prepares to separate from Comcast. The company is also testing a new membership program, offering exclusive rewards and benefits tied to subscribers' preferences, which is currently in beta testing and will expand in 2027.",
  "summary": "The platform is also testing adaptive vertical video for live programming, including \"The Voice\" simulcasts, NCAA basketball games and golf, and conversational AI-powered search The post Peacock Refreshes Mobile App, Adds Franchise Hubs to Boost Engagement appeared first on TheWrap .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}