Peacock and Prime Video Have the Most Content Overlap of All the Streamers | Charts

Peacock has bled money over the last four years, but the Comcast C-suite insists its losses peaked in 2023. The platform built some momentum early this year, led by the first-ever streaming exclusive NFL Playoff game. And the company beat analyst estimates for first-quarter revenue and profit while Peacock’s subscriber base grew 55% between the first quarters of 2023 and 2024.

Despite these positive developments, the long-term viability of Peacock as a standalone streamer remains questionable. A major strength of the platform is its robust lineup of linear programming, more notably NBC shows and popular Bravo reality franchises. Although having those titles exclusive on Peacock would boost the platform’s appeal, Comcast generates revenues by licensing those shows to other platforms. For example, while Peacock has exclusive rights to most of Bravo’s library, many of those shows can be found on other platforms, including some exclusives on Netflix.

One interesting outcome of licensing content is that it leads to overlap between streaming platform catalogs. According to Parrot Analytics Content Panorama, a system that tracks supply data on streaming platform catalogs, the most significant overlap between the major SVOD platforms is between Peacock and Amazon Prime Video. As of the first quarter of 2024, the number of shared shows between the two platforms represented 19.2% of Peacock’s TV catalog and 8.7% of Prime Video’s, due to the difference in catalog size.

Despite Amazon Prime Video’s catalog presenting several NBC shows, such as two installments of the Chicago franchise, “Chicago Fire” and “Chicago P.D.,” Comcast did not directly license most of the shows in Peacock and Prime Video’s catalogs to Amazon. Instead, the overlap arises from both platforms licensing from common sources, such as ITV, CBS, and Channel 4.

Catalog overlap trends have evolved over the last few quarters. In the first quarter of 2022, only 10.7% of Peacock’s catalog overlapped with Prime Video’s, a figure that had nearly doubled by 2024. In contrast, the number of shared titles between Peacock and Hulu, another platform that relies heavily on licensed content, dropped from 20.9% to 9.9% of Peacock’s catalog following the termination of a content-sharing deal between Hulu and NBCUniversal in the first quarter of 2022.

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