Peacock revamps mobile app with AI search, vertical live video and games

NBCUniversal's Peacock is overhauling its mobile app in what the company describes as its largest mobile update ever, The Hollywood Reporter reports. Matt Strauss, chairman of NBCUniversal Media Group, told a small group of reporters on Tuesday that the update is designed in part to "win another hour per user, per month." The article notes that Peacock has been profitable for two straight quarters.

The redesign reworks the smartphone display and functionality for vertical video, along with fandoms and sports content. New features include "conversational AI search," short clips that lead to full episodes, and franchise and fandom hubs, such as one for Bravo programming. Games, including Law & Order: Clue Hunter and Public Eye, are also planned, along with a membership program offering eligible subscribers rewards and activities tied to shows and movies.

Peacock also plans to expand its live vertical video tests to The Voice live simulcasts, NCAA basketball and golf. A "dynamic video player" will switch between vertical and horizontal playback depending on device orientation. NBA games will soon get the same treatment, with player stats and game information beneath the live feed in a dual screen view, the executives said.

According to the article, Peacock users who use the app on both TV and smartphone double the engagement of those who only sign in on television. John Jelley, senior vice president of product and UX, said the opportunity lies on the smaller screen and that many streamer homepages are a "sea of sameness." Discussing microdramas, he said users are not embarrassed by them and called them "another modality" alongside premium long-form content.