Streaming service Peacock Premium Plus now available on Prime Video, reflecting the increasing expenses in the streaming sector

Amazon Partners with NBCUniversal to Expand Prime Video Offerings

In a significant move for the streaming industry, Amazon and NBCUniversal announced a partnership on August 28, 2025, to bring Peacock Premium Plus to Amazon's Prime Video platform.

For Prime Video customers, this means access to thousands of hours of on-demand entertainment, news, and sports content, including live, local NBC channels. The service, available in the United States, offers ad-free viewing for $16.99 per month or $169.99 annually.

Peacock Premium Plus is not just a standalone service; it's an addition to Prime Video's growing subscription offerings, now totalling over 100 options. This move aims to address subscriber concerns about Peacock's recent pricing structure changes, making it more accessible and convenient for customers.

The partnership is strategic for Amazon, as it strengthens Prime Video's position as a comprehensive entertainment hub. By consolidating streaming access through platforms like Prime Video, the company hopes to provide advertising benefits by reducing audience fragmentation across multiple apps and billing relationships.

NBCUniversal sees this partnership as a step forward in its streaming strategy. The service leverages Amazon's vast customer data and AI capabilities to enhance viewing experiences through personalized recommendations, enhanced statistics integration, and multiview options.

However, recent policy changes have created some subscriber friction. Customers have reported difficulties upgrading their promotional Premium subscriptions to ad-free viewing without forfeiting their existing discounted pricing.

Despite this, Amazon's approach to streaming emphasizes aggregation and convenience, positioning Prime Video as a central hub for multiple streaming services rather than solely competing on exclusive content. This strategy addresses the challenge of subscription fatigue affecting the industry.

Streaming advertising also offers sophisticated targeting capabilities unavailable in traditional television, including demographic targeting, behavioral analysis, and cross-platform measurement. This could potentially benefit both Amazon and NBCUniversal in their advertising efforts.

With this partnership, NBCUniversal's Peacock Premium Plus is now available through a competitor's platform for the first time. Amazon Prime Video customers can subscribe to Peacock Premium Plus directly through their streaming app, making it easier than ever to access a wide range of content from multiple providers.

As the streaming market continues to evolve, partnerships like this one between Amazon and NBCUniversal are likely to become more common, as platforms seek to expand their offerings and compete for subscribers in a crowded market.

Streaming service Peacock Premium Plus now available on Prime Video, reflecting the increasing expenses in the streaming sector