Streaming Deal Offers Price Discounts

NBCUniversal and Apple are joining forces on the streaming front — betting they can win new subscribers by offering price-discounted bundles of Peacock and Apple TV. The partnership also includes a cross-sampling component, letting standalone Apple TV and Peacock subs watch a selection of the other service’s shows for no extra cost.

The new Apple TV-Peacock bundles will be available beginning Oct. 20 to new customers in the U.S. The package will bring together Apple originals including “Ted Lasso,” “Severance” and “The Morning Show” with Peacock’s “The Paper,” “The Office,” “The Traitors,” “Love Island USA” and more — including the NBA (which launches Oct. 21 on Peacock with pro basketball returning to NBCU after more than two decades).

Customers in the U.S. can save 37% by subscribing to the Apple TV and Peacock Premium (with ads) bundle for $14.99 per month, or 33% with the Apple TV-Peacock Premium Plus (limited ads) bundle for $19.99 per month. The deals are available through both services’ apps and websites.

On a standalone basis, Apple TV — which the tech giant is rebranding to scrub the plus sign from “Apple TV+” — now costs $12.99 per month in the U.S. after a price hike this summer. After their own recent price increases, Peacock Premium (which includes ads) is $10.99/month and Premium Plus (which has limited ads in live programming) is $16.99 per month.

In addition, Apple One subscribers on the Family and Premier plans can subscribe to Peacock Premium Plus and receive a 35% discount. That’s the first benefit of its kind for Apple’s all-in-one subscription bundle, according to the companies.

As part of the partnership, Apple TV app users and Peacock subscribers will be able to sample a selection of the partner service’s shows in each respective app. At launch, Peacock subscribers will have access to up to three episodes of “Stick,” “Slow Horses,” “Silo,” “The Buccaneers,” “Foundation,” “Palm Royale” and “Prehistoric Planet” from Apple TV for no additional cost. Conversely, Apple TV app users will be able to watch up to three episodes of “Law & Order,” “Bel-Air,” “Twisted Metal,” “Love Island Games,” “Happy’s Place,” “The Hunting Party” and “Real Housewives of Miami” from Peacock.

Separately, Comcast — NBCU’s parent company — offers the StreamSaver bundle, priced at $15 per month for Xfinity customers, which provides Peacock, Apple TV and Netflix. The Apple TV-Peacock bundle is different: It’s available nationwide, and Apple also will be partnering with Peacock to market it.

For NBCU, the deal to bundle Apple TV with Peacock is part of a broader strategy to pursue more bundling and channels deals, aimed at driving growth for Peacock and exposure to even more audiences. For example, in August, NBCU announced a pact with Amazon to let Prime Video customers subscribe to Peacock. This month, NBCU secured a long-term distribution agreement with Google for carriage of its channels on YouTube TV, including the upcoming launch of Peacock as a subscription through YouTube Primetime Channels.

Until recently, NBCU had not pursued many channel and bundle deals as it focused on growing the Peacock subscriber base directly. Now, company execs believe Peacock has reached critical mass in terms of its portfolio of sports rights, originals, next-day NBC and Bravo content, and movies including titles from Universal.

“There is no more perfect combination of entertainment than the Apple TV and Peacock Bundle, with our complementary content portfolios featuring the best shows, movies, sports and live events,” said Matt Strauss, chairman of NBCUniversal Media Group. “With this first-of-its-kind initiative with Apple, we’re redefining what the customer journey should be for a streaming bundle with rich sampling and a smooth sign-up process, and we’re broadening the reach of Peacock to even more audiences.”

Oliver Schusser, Apple’s VP of Apple TV, Apple Music, Sports and Beats, said in a statement: “We’re thrilled to introduce this all-inclusive bundle of incredible programming and to bring Apple TV’s beloved shows and movies to more viewers in more places. From acclaimed originals to can’t-miss live sports, the Apple TV and Peacock Bundle unites the best of entertainment in a simple and seamless experience.”

Here’s a promo video for the Apple TV-Peacock bundle: