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NBCUniversal’s Peacock Premium Joins Instacart+ in New Deal

NBCUniversal’s Peacock Premium streaming service is set to become part of Instacart+, following a new deal between the two companies. Under this agreement, Peacock Premium will be available to all subscribers of Instacart+ in the United States at no extra cost. Instacart+ offers unlimited free delivery for orders over $35, along with other perks, for a subscription fee of $99 per year or $9.99 per month.

While the specific financial details of the deal were not disclosed, NBCU may receive a per-subscriber fee from Instacart. For Instacart, the addition of Peacock Premium provides a unique benefit to entice consumers to its subscription service, as it competes with major players like Amazon and FreshDirect.

Peacock Premium offers a diverse range of entertainment content, including sports, movies, and news programming, with over 80,000 hours of content. The streaming service is the first and currently the only one included with Instacart+. Upcoming titles on Peacock include exclusive NFL games, Seth McFarlane’s “Ted,” and the limited series “Apples Never Fall” starring Annette Bening and Sam Neill.

Heather Rivera, Instacart’s VP of Strategy, Partnerships, and Corporate Development, emphasized that Instacart+ complements Peacock’s offerings, providing viewers with the snacks and beverages they need for a great TV night without having to make a trip to the store.

Annie Luo, Peacock’s EVP, Head of Global Partnerships and Strategic Development, expressed the timeliness of the partnership, coinciding with the peak of TV viewing and grocery delivery during the holiday season. Instacart has been a regular advertiser across NBCUniversal’s TV portfolio, including Bravo, CNBC, E!, and “Today.”

To promote the partnership, Instacart and Peacock will launch an ad featuring holiday scenes from Peacock properties, running across NBCUniversal’s linear, social, and streaming platforms. Instacart will also be featured in a holiday takeover on NBCU programs, starting with “Christmas in Rockefeller Plaza” on Nov. 29 and “Watch What Happens Live With Andy Cohen” on Bravo on Dec. 5.

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Ruben Jay
Ruben Jay
Ruben Jay is an American broadcaster, media blogger, and podcast host. Currently, Ruben is the President of MultiMediaMouth.com and the executive producer and host of the popular podcasts You’re My Best Friend and ON AIR with Ruben Jay, exclusively on MultiMediaMouth.com. Follow Ruben on Instagram, Twitter, and Tiktok @TheRubenJay.

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