NBCUniversal launched a limited beta test of a new membership rewards program for Peacock subscribers, featuring perks like merchandise discounts, a complimentary Instacart+ subscription, and Pizza Hut deals. Aimed at reducing churn and driving incremental revenue, the test initially targets a randomly selected group of Peacock Premium and Premium Plus users.
Shifting From Pure Streaming to Ecosystem Membership
That is why NBCUniversal is testing a structured loyalty framework for its 48 million paid subscribers, as reported by Variety.
Peacock turned its first-ever quarterly profit in Q2 2026, pulling in 2 million net subscriber additions to hit that 48 million milestone by the end of June.
“[W]e’re starting to evolve from thinking of this as streaming to entertainment, from subscription to membership,” Matt Strauss, chairman of NBCUniversal Media Group, stated on an episode of Variety’s Strictly Business podcast. Strauss emphasized that the initiative maps out the next wave of growth and white space for the broader business.
Tiered Architecture and Beta Rewards
The beta test segments participants into three distinct tiers based on user tenure.
- Gold: Subscribers with three months to one year of tenure.
- Platinum: Subscribers with one to three years of tenure.
- Diamond: Subscribers with three or more years of tenure.
Members receive a 25% discount at the NBCU Shop for Shop at NBC Studios products. Bravo Shop discounts scale by tier, offering Gold members 15% off, Platinum members 20% off, and Diamond members 25% off.
Beta participants secure a complimentary one-year Instacart+ membership. This inclusion waives grocery delivery fees on orders over $10, bundles a subscription to New York Times Cooking at no additional cost if activated by May 6, 2027, and enables family sharing for up to three people.
A Pizza Hut digital code unlocks a buy-one-medium-pizza, get-second-free deal, but users must first stream three movies on Peacock to trigger the reward.
The Road Ahead for Streaming Loyalty
The model closely follows initiatives like Disney+ Perks, which deploys promotional offers to keep eyeballs locked to its catalog. NBCUniversal has confirmed that as the test evolves, additional benefits will integrate directly with its physical properties and release schedules.
Universal Parks perks, exclusive content previews, and early access to NBCU live events are slated for future rollouts.
