Peacock's $110 Million NFL Playoff Gamble Pays Off, Tripled Subscriber Growth in Q1 While Still Cutting Losses

NBCUniversal paid the NFL $110 million just for the rights to show one playoff game, the Jan. 13 Wild Card matchup between the Kansas City Chiefs and the Miami Dolphins, exclusively on Peacock.
(Image credit: David Eulitt/Getty Images)

We knew NBCUniversal's decision to pay the NFL $110 million for the rights to an exclusive playoff game on Peacock drew a big audience and a lot of signups, but was it worth it in the end?

The answer seems to be yes, after NBCU parent company Comcast reported a tripling of Peacock Q1 signups amid an overall reduction in first-quarter losses for the subscription streaming platform. 

Also read: Comcast Earnings Flat as Video, Broadband Subscriber Losses Continue

Peacock added 3 million subscribers from January - March to finish the quarter with 34 million subscribers. It added only 1 million customers in the first quarter of 2023. 

(Image credit: MoffettNathanson)

Meanwhile, despite the huge nine-figure outlay, Peacock lost less money in Q1 than it did in the first quarter of last year, experiencing an EBITDA loss of $639 million from January - March vs. $704 million for the same period of 2023. 

Peacock revenue in the quarter was only up year over year by 54% to $1.054 billion, a performance that surpassed the typically strongest fourth quarter. 

MoffettNathanson

(Image credit: MoffettNathanson)

NBCU declared the Peacock exclusive presentation of the Jan. 13 Wild Card game, played in freezing conditions, the "biggest live-streamed event in U.S. history." 

In a note to investors Thursday, equity analyst Craig Moffett argued that Peacock is still "sub-scale" at only 34,000 users. And losses "remain stubbornly high." 

But Comcast, he added, has the balance sheet that gives it something streaming competitors including Warner Bros. Discovery do not have -- time.

"If Comcast really wants to pursue an own-the-customer DTC strategy, they can afford to wait to see what opportunities arise," Moffett wrote. 

Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!