Driving the Future of Streaming: Matt Strauss on Peacock's Latest Wins and NBCUniversal's Next Era of Growth

A 20-plus year veteran of Comcast and NBCUniversal, Matt Strauss serves as Chairman of NBCUniversal Media Group - a position to which he was elevated in late 2024. In this role, Strauss is charged with overseeing the strategy and revenue-generating functions of the company's media business and leading the organization in its next era of growth. Off the heels of NBCU announcing a new partnership with Apple for the Apple TV and Peacock Bundle, and on the cusp of the NBA's return to NBC and debut on Peacock, Strauss talks about the growth of Peacock and how it is helping drive NBCU's future.

Q: You just announced a new partnership with Apple for the Apple TV and Peacock Bundle. Talk about that partnership and how it's helping drive momentum for Peacock.

Matt Strauss: The Apple TV and Peacock Bundle brings together the perfect combination of sports and entertainment, with our complementary portfolios of the best shows, movies, sports and live events. With this first-of-its-kind initiative with Apple, we're redefining what the customer journey should be for a streaming bundle with a smooth sign-up process, and a rich sampling of episodes in each other's apps will help expose our content to more customers. It also includes a first-of-its-kind discount for subscribers to their Apple One Family and Premier plans, who are arguably Apple's highest value subscribers.

This partnership with Apple is just the latest example of our broader Peacock growth strategy. We recently struck strategic deals with Amazon, Google and Walmart to expand our reach and complement the premium experience that defines Peacock. These initiatives all ladder up to one goal: sustainable growth. We're building a platform that scales smartly, delivering the right content, through the right partners, to audiences everywhere. Prior to these partnerships, we had intentionally focused on building the Peacock subscriber base directly. With our impressive content mix, we are an attractive industry partner, which has allowed us to enter into new deals that are great for our business.

Q: You've also recently announced some strong wins on the advertising front.

MS: Our growth story comes down to focus and execution. Peacock's growth is being driven by two powerful engines - partnerships and also advertising. Peacock was one of the only streaming services ad-supported at launch, and as a result, in partnership with Mark Marshall, we've had a head start on defining what ad-supported streaming looks like, with innovative formats, data-driven targeting and custom integrations that deliver measurable results for brands and real value for viewers. The proof is in the numbers: digital advertising on Peacock now represents nearly a third of NBCUniversal's total Upfront commitments. And this comes on the heels of NBCUniversal's most successful Upfronts in history.

We're seeing strong advertising momentum continue into the fall season as well, with the current NFL season having its highest grossing season-to-date and we've already sold out of all ad inventory for Super Bowl LX. And the NBA returns to NBC and debuts on Peacock with over 20% of advertisers new to NBCUniversal, which is an incredible number for a new property launch.

Q: At a time when consumer viewing habits are more fragmented, NBCUniversal has managed to maintain and grow very rabid fan bases across its content. Can you provide some insight into what drives this success?

MS: From day one, we set out to make Peacock the streaming home of where people could connect with the moments, stories and communities they love from NBCUniversal. We've deepened fan engagement via incredible momentum with breakthrough scripted hits like The Paper, and our record performance across our live sports and events. From SNL50 to Love Island USA, from the Premier League to the upcoming NBA debut, every success this year has reinforced our mission: to make Peacock the home of culture-shaping entertainment and breakthrough innovation.

Our team at NBCUniversal has been focused on strengthening our sports portfolio, expanding our technological capabilities and building experiences that feel personal, interactive and distinctly Peacock. 2025 has really proven what makes both our company and Peacock unique: our ability to deliver culture-shaping content and a world-class streaming experience.

Q: Live programming has been at the center of Peacock's evolution. How does that focus reinforce NBCUniversal's broader strategy?

MS: Live is in our DNA, and it is unquestionably where Peacock's strategy aligns perfectly with NBCUniversal's legacy. We're not just streaming live moments: we believe we're redefining them. This year reinforced this belief in a big way. The SNL50 anniversary special is a perfect example - 21 million viewers across NBC and Peacock tuned in, celebrating one of our most iconic franchises.

The same goes for our sports slate, from the most-watched Kentucky Derby since 1989 to Sunday Night Football off to its best six-week start in its history. Live content is powerful because it unites audiences in the moment, and that's something very few platforms can replicate. It's also an incredible driver for advertisers and partners, connecting them with audiences who are deeply engaged and emotionally invested.

Q: Peacock's growth this year has been fueled by a strong mix of content. Can you provide more insight?

MS: Donna Langley, Chairman, NBCUniversal Entertainment & Studios, and her team have set an entertainment programming strategy that balances giving viewers the excitement of live events alongside the depth of great storytelling. Reality continues to be a massive driver for us. Love Island USA has turned into a cultural phenomenon and paired with The Traitors, continue to set new streaming benchmarks.

At the same time, we've seen incredible momentum in scripted with The Paper, Poker Face, St. Denis Medical and more - all examples of stories that show our range and creative depth. I think our success comes from understanding fandoms and giving them reasons to stay. Whether you're tuning in for a game, a show, or a franchise you love, Peacock feels like a place where all of those worlds connect.

Q: Innovation and technology have been recurring themes this year. How are they shaping Peacock's competitive edge?

MS: I'm really proud of how far we've come in creating a product experience that feels as premium as our content. Viewers notice when a stream starts instantly, when the sound is cinematic, or when interactive features truly enhances the game they're watching. These things turn a good watching experience into a great one, and that drives engagement and loyalty.

We've received Fast Company, Emmy® and Webby Awards recognition for product innovation, an incredible validation of the game-changing work our team is doing. But what's even more exciting is what's on deck. As we look toward Legendary February - with Super Bowl LX, the Milan-Cortina Winter Olympics and NBA All-Star Game all streaming live - we're focused on delivering a seamless experience at an unprecedented scale. It's a huge opportunity to prove our technical infrastructure can deliver the world's biggest live moments with 100% reliability.

Q: Looking ahead, what's next for Peacock?

MS: What's next is continued scale and engagement. We are operating our NBCUniversal media portfolio as one, including Peacock, and our focus moving forward is clear: to lead in live, to continue pushing the boundaries of product design and interactivity, and to create more value for both viewers and partners to visit our platforms every single day.

2026 will be a defining year. Legendary February will shine a spotlight on everything we've been collectively working towards: a chance to deliver the world's biggest sporting events on our platforms. One of the clearest examples of what's possible came from Your Daily Olympic Recap on Peacock, which resonated with audiences in ways that exceeded our expectations. We're now exploring how to expand that kind of personalized, appointment-viewing experience to other key properties. It's part of a much longer-term vision - to make NBCUniversal synonymous with modern fandom, grounded in reliability, creativity and storytelling that sets the standard for the future of entertainment.