Peacock has launched a beta version of a new membership program offering perks to a randomly selected group of Premium and Premium Plus subscribers, NBCUniversal announced Monday. The rollout marks the streamer’s latest attempt to hold onto customers and generate additional revenue through brand partnerships, following similar moves by rivals such as Disney+.
The program sorts participants into three tiers based on how long they’ve held a subscription: Gold for three months to a year, Platinum for one to three years, and Diamond for three years or more, with reward levels scaling alongside tenure. At launch, members gain access to a 25% discount at the NBCU Shop and tiered savings at the Bravo Shop, ranging from 15% off for Gold members up to 25% off for Diamond members. The package also includes a complimentary yearlong Instacart+ membership, which converts to a paid subscription after twelve months and comes bundled with waived grocery delivery fees on qualifying orders and a linked subscription to New York Times Cooking.
NBCUniversal structured the offerings around four categories: rewards tied to its own brands and programming, discounts from outside partners, recognition for how subscribers engage with the platform, and access to experiences connected to the company’s wider entertainment holdings, including theme parks and live events. Executives said the design reflects what customers have told the company they value most, emphasizing exclusive access and experiences over standard discount codes.
The test arrives at a pivotal moment for Peacock, which posted its first profitable quarter this year, six years after its launch, and now counts roughly 48 million paid subscribers. NBCUniversal is also preparing to separate from parent company Comcast within the next year, adding pressure to demonstrate the streaming division’s standalone value. The company said it expects to expand the rewards program over time, with plans to add Universal Parks perks, early previews of NBCUniversal content and advance access to live events as the beta evolves.
