NBCUniversal wants to stuff the Peacock streaming app with even more ads. According to a press briefing, starting in 2026, you will now see an ad next to your profile icon on the “Who’s watching?” screen when you open the streamer.
It's an unfortunate development for one of the best streaming services that we highlight for its value compared to other streamers.
In the briefing, NBCUniversal said these “arrival ads” would appear next to your profile avatars when you’re trying to switch users. In one image seen by MarketingDive, the ad would take up three-quarters of the screen.
The image shows profile icons stacked vertically while an ad for Capital One takes up the rest of the display. A different image swapped Capital One for one promoting the Macy’s Thanksgiving Day Parade.
“We’ve been laser-focused on this idea of, how do we take all this great content and really drive the consumer experience and the advertiser impact?” Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, said in the briefing
The press release describes the ads a “a first-of-its-kind, bold presence on a user’s profile page that allow brands to own the first impression as soon as viewers enter the platform.” NBCUniversal peacocks that it’s the “first streamer to offer this type of ad.”
Reportedly, the ad-free Peacock Premium Plus won’t see these ads. Currently, the Premium ad-free tier costs $10.99 a month or $109.99 annually.
Even more ads
In addition to arrival ads, Peacock also announced that it's bringing advertisements to the vertical video feed of clips, showcased on the mobile app. It’s another place to insert ads, as the service already shows full-screen marketing material when you pause.
Recently, the company launched its “binge ads” that display after a viewer has watched two episodes of the same show in a row. After, the streamer will say that the next episode will be ad-free.
It’s possible NBCUniversal is desperate for Peacock to turn any kind of profit. In October, the Hollywood Reporter wrote that it had lost $217 million in 2025, while subscriber rates stagnated. That $217 million was half of what the company lost compared to 2024.
However, Peacock is slated to have a huge 2026 as it will air the Super Bowl, the Winter Olympics, the World Cup and more sports-centric programming that will bring in viewers.
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