Peacock TV Demographic Stats

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Peacock TV is a streaming service that has rapidly gained popularity since its launch, providing a wide range of content to its users. It was introduced as the fourth new streaming service within a span of eight months, following the launches of Apple TV+, Disney+, and HBO Max. Offering three plans; ad-free content at $9.99/month, ad-supported content at $4.99/month, and a free version with limited programming, Peacock TV has made it accessible for a wide audience. As of February 2023, Peacock has about 30 million active accounts and 54 million sign-ups. This report will dive into various demographic, content, and financial statistics of Peacock TV, shedding light on its global usage, subscriber growth, content availability, and its impact on NBC Universal’s revenue.

Key Statistics:

  1. Global Usage: About 80 million people around the world use Peacock TV daily, indicating its global appeal and wide user base.
  2. Movie Viewership: One in every three users has watched a paid movie, showcasing the willingness of users to pay for premium content.
  3. Annual Revenue: In 2021, Peacock made $2.1 billion, a testament to its financial success and popularity.
  4. Subscriber Growth: Leading up to the Tokyo Olympics, 9 million new subscribers joined Peacock TV, highlighting the impact of major events on subscriber growth.
  5. Olympics Impact: The Tokyo Olympics led to a 96% increase in Peacock app downloads in the US in July 2021.
  6. Content Availability: Non-paying subscribers can watch over 7,500 hours of content, while paying subscribers can access over 15,000 hours, indicating a vast library of content available for both free and paying subscribers.
  7. Xfinity users get Peacock’s second-tier service for free, contributing to over 21 million subscribers.

Demographic Statistics:

  1. Most subscribers access Peacock through smart TVs (56.6%) and Roku devices (46.9%).
  2. Mainly subscribed by Millennials and Generation Zs, with 14% of Millennials and Generation Xs likely to purchase Peacock, whereas 67% of Boomers are not likely.
  3. The primary market is 35-44 year-olds, but 19% of Peacock’s audience is over 55 years old.
  4. There are more male subscribers (48%) than female (42%).
  5. 7% of internet-connected households in the US have a Peacock subscription.
  6. Over half of Peacock’s subscribers earn more than $51,000 annually.

Revenue and Profitability Statistics:

  1. Peacock increased NBC Universal’s media revenue by 25.7% and ad revenue by 33% in 2021.
  2. Peacock made $118 million in advertising revenue in 2020.

Peacock TV has successfully positioned itself as a strong competitor in the streaming service industry. With a vast library of content, affordable pricing plans, and accessibility on popular devices, it has attracted a wide range of users, particularly among the 35-44 age group and higher-income households. Major events like the Tokyo Olympics have significantly contributed to its growth, and its impact on NBC Universal’s revenue has been substantial. Despite the challenges faced in a competitive market, Peacock TV continues to thrive and grow its user base.

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