NBCUniversal’s Peacock TV app generated over 10 million app downloads in the US since its July 15 expansion.
After an Xfinity-exclusive April launch, Peacock TV expanded its availability to the rest of the US on July 15, 2020. The service launched with over 20,000 hours of movie and television content and has already generated over 10.3 million app downloads in the US.
Why It Matters:
The popularity of video streaming on mobile was already at an all-time high even before COVID-19 hit. With consumers spending more time indoors, and 4 hours and 20 minutes per day on their phones, many have turned to streaming to pass the time. Peacock TV is the latest in a line of recent high-profile releases in the past year, including Disney+, HBO Max and Quibi. As we discussed in our 2020 Predictions, the streaming wars are heating up in 2020 — with social networking apps like TikTok, Snapchat and Instagram adding to the competitive mix as the lines between social and entertainment apps continue to blur.
Peacock TV is taking a hybrid approach with its offering, with options available for an ad-based free tier, a $4.99/month ad-based tier that includes additional content, and a $9.99/month ad-free monthly subscription. It will be interesting to see how these options impact Peacock TV’s growth throughout 2020.
The ongoing pandemic has proven that digital innovation is no longer just a nice-to-have within broader business strategies. Looking forward, mobile is increasingly the battleground for consumer attention. We’ve already seen monumental video streaming launches and expansions on mobile in 2020 — and expect to see continued competition in the space through the end of the year.
For more information on the impact of how COVID-19 is reshaping the mobile economy, please see our blog post here: The Impact of Coronavirus on the Mobile Economy.
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This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.
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July 31, 2020Mobile Minute