Peacock Redesign Puts Mobile Video and Sports in Focus

Peacock is redesigning its mobile app to encourage subscribers to spend more time with the streaming service. The updates, announced in New York on November 10, add features for browsing, sports, short-form video and fans of individual shows and franchises.

The service is introducing conversational AI search, personalized recommendations and a “jump back in” option for returning to programs. Franchise hubs will gather related material such as episodes, clips, games, podcasts and microdramas. Peacock is also adding games and a membership program with rewards and activities for eligible subscribers.

Live vertical video will expand to The Voice, college basketball and golf. A player designed to adapt to a phone’s orientation will switch between vertical and horizontal views. NBA coverage is also set to include player statistics and additional game information beneath the live video.

Peacock has offered vertical video for nearly two years. Microdramas are another growing part of the app, with one new title arriving each week; some are licensed and others produced in-house. Peacock executives described the changes as a way to make mobile a central part of the service, rather than simply a smaller version of its TV experience.

Testing is underway, with features expected to roll out and receive updates through early 2027. Peacock had 48 million subscribers in the third quarter, unchanged from the previous quarter, and recorded its second consecutive profitable quarter. About 80% of subscribers use an ad-supported tier.