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Peacock execs answer questions about Premier League content

Following our article about the improvements to the Premier League viewing experience on Peacock, we took the opportunity to ask Peacock executives the questions that are important to you, the readers.

Finding the balance between USA Network and Peacock

Slowly, the number of Premier League games streaming via Peacock has increased over the seasons. When NBC Sports had a product called Premier League Pass, it was 140 games per year. More recently, it has been 175. Then, this season it’s 180 games. We asked how NBCUniversal finds the balance between showing games on linear television versus Peacock Premium, and whether that 180 number could increase more in the future.

“I don’t think we’re precious about exact 175 or 180,” said Peacock’s Chief Commercialization Officer Rick Cordella. “It depends how the schedule falls sometimes. Each and every year has been different. COVID and the Olympics last year changed things a little bit. This year with the World Cup in November will change things a little bit. It’s more a macro sort of environment. Not ‘how do we hit 180 or 175.’

“Each and every week working with the NBC Sports team, we make these tougher choices of where games go, whether it’s going to maximize the viewership or the economics for the company.”

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Peacock Premium’s customer satisfaction results

“When we first launched Premier League on Peacock, there was some pushback of having a SVOD (subscription video service) even back to the [NBC Sports] Gold days.

“We do consumer surveys, and the surveys of Premier League fans is the highest it’s ever been — even higher than the average customer on Peacock. We’re really happy with the feedback we’re getting.”

Peacock execs answer questions about PL TV Channel

One of the features of Peacock that’s a favorite among soccer fans is the Premier League TV Channel.

This season, so far, one of the points of contention has been the lack of availability of on-demand programming from it. We queried Peacock executives to find out what the situation is with it.

“It’s a little bit of a chicken and egg situation with those. It does take a little bit of resource to cut those up and put them in VOD (video on demand), so we try and take what the most popular shows are and put those in VOD. Other ones, we let them flow through as a linear channel.

“If the data suggests that people have an interest in this, we will certainly take a look at it.”

Available as a 24/7 channel streaming on Peacock, the Premier League TV Channel schedule features a range of shows direct from Premier League Productions in the UK. The show Generation xG has been a particular favorite among many soccer fans this season.

Peacock becoming a major player in sports

Asked whether the long term vision for Peacock may change in the future, sports are still a key part of the strategy.

“We use sports as a catalyst to get people into the ecosystem,” Cordella said. “Sports are fairly sticky content. Premier League has been an anchor to our service. All the way back to day one, we had Premier League matches on our launch day, so it’s been incredibly important to us.

“We [just] announced the Big 10 deal, so Big 10 football and basketball are coming on [to Peacock]. You mentioned WWE, but we [also] have a lot of golf. US Open, The Open Championship — exclusive hours from both of those big events. The French Open. Sunday Night Football, and the simulcast from NBC. We have an exclusive NFL game in 2023.

“So sports are a pretty big part of our content.”

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33 Comments

33 Comments

  1. Tim Kean

    August 25, 2022 at 12:27 pm

    I can’t believe people complaining that they have to pay for the PL matches ! What do they do when they go to a bar or a grocery store!

  2. Marc

    August 24, 2022 at 12:39 pm

    Bitch all you want about Peacock being $5 a month. Back in the late 90’s the EPL was a pay per view event at $20 a match on Time Warner Cable. This was before there was a Fox Sports World.

  3. Josh

    August 24, 2022 at 12:18 pm

    Wait…there’s a Premier League Channel on Peacock? I was looking for some bumper coverage between games last weekend and couldn’t find any. Had to switch over to the NBC Sports app where they had Premier League Live front and center. This is part of the problem.

  4. jim

    August 24, 2022 at 11:05 am

    i never say never, but i’m never gonna pay for peacock. even if nbc paywalls all the games. these yuppie trickerations trying to force me in just generates resentment and disinterest from me.

    • Hans

      August 24, 2022 at 1:46 pm

      Has nothing to do with different generations or trickery. Since, they paid billions of dollars for that sports property and will not give it away for free, and since they can see the trend Comcast will put it where it generates revenue. At the present for the first time more people stream content then they watch it using cable or over the air. To get their investment back they will follow that trend and put it where more people are willing to part with their cash. It is your choice no EPL or get via streaming.

    • StandUpAgainstPayWalls

      September 24, 2022 at 10:21 pm

      Exactly! When the games were spread out over there channels it was much better not to mention free! I like most people now resent having to pay for games which were free when they had NBCSN just last year! By closing down the channel it was an obvious attempt to screw the EPL Fans and squeeze more money out of us! Cable bills are getting put of control and they want to bill you for more! Funny they received the airwaves from the government to build their empires and now its screw the public and milk every dime out of them! No thanks!

      • Michael F

        September 25, 2022 at 10:48 am

        Your quote: “ When the games were spread out over there channels it was much better not to mention free!”

        That makes no sense since you then mention cable bills that milk every dime out of you. Those games were spread across channels behind a cable wall.

        Now all matches are available to you (some matches live, some on demand the next day) via Peacock for $5 a month. Yes, there are those that wish all matches were available ‘live’ on Peacock… but accessibility to all premier league matches are more affordable than ever before. As they are for any other euro league or competition — because they are no longer behind the cable wall.

        Your point is completely lost. Drop cable and watch soccer via stream services. It’s much cheaper.

      • Michael F

        September 25, 2022 at 11:12 am

        Sorry… but I must say more on this topic. I can’t get over the ill-informed public when it comes to being locked into a cable subscription and then complaining over additional low price streaming services by these providers.

        Where have you been? Are you pay any attention to what has been happening over the last few years?? There is now less than HALF of America’s population that are with traditional cable TV. The rest have ‘cut the cord’ and are streaming their content.

        Providers have seen this trend and this is why content has shifted more to streaming.

        I have nothing against those that continue to be subscribed to cable like conglomerates— it’s their choice. BUT… to log]die a complaint that soccer matches are behind a ‘pay wall’ that is now a low cost streaming service – then claim they used to be all available for ‘free’ (when it was all behind a much more expensive cable tv wall)… is just ignorant.

        I am sorry… not trying to be insulting… but calling it as it is. You have a CHOICE. you don’t have to stay with cable and you could subscribe to stream service and save a lot of money. It’s up to you.

        • Michael F

          September 25, 2022 at 11:18 am

          Correction in CAPS to paragraph above: ‘I have nothing against those that continue to be subscribed to cable like conglomerates— it’s their choice. BUT… to LODGE a complaint that soccer matches are behind a ‘pay wall’ that is now a low cost streaming service – then claim they used to be all available for ‘free’ (when it was all behind a much more expensive cable tv wall)… is just ignorant.’

  5. Taylor

    August 24, 2022 at 3:42 am

    I cut cable cord 2+ years ago, only watch EPL,and overjoyed that I can get so many games live on Peacock, plus available on demand within a day or so.

    My main complaint is the stream cuts off before the broadcast is over, usually abruptly, and if other matches are on USA,don’t get halftime report.

    Also, I MISS ARLO WHITE!! Peter Drury does not have his same presence,ease in front of camera,and willingness to do the texting and videos behind the scenes. Why did they not renew his contract??

  6. Bobb

    August 23, 2022 at 9:44 pm

    Thank you to all of you for reminding me why I WILL NOT be subscribing to Peacock.
    In addition to PL I’m a Big 10 fan, as well as other sports they have. $5 would be a great deal for me, but I’m not going to pay them for knowingly offering a crappy product, doing nothing to make it better and just expecting me to give them money.

  7. Kate

    August 23, 2022 at 8:58 pm

    A different perspective: When I started watching PL soccer a decade or so ago, I could get games 3-5 days per week, and on NBC, CNBC, NBCSN, etc simultaneously all on cable. Cable is not everyone’s enemy, especially in rural areas where wifi is sketchy. Not everyone, believe it or not, has or can afford smart tvs. Now, I spend my weekend plugging my laptop into my tv to watch the games I want to see when they move them to streaming. The US’s love affair with the PL is blossoming and should be courted, not made harder to watch in whatever format the viewer has or can afford to have. For example, the August 22 game between Liverpool and Man U should have been on cable AND available to those who prefer streaming, not just on streaming, especially at 3pm on a Monday. A recent study of US streaming subscribers showed that 40% of subscribers had cut back on the number of streaming services they subscribe to. All the games should be available to both cable and streaming subscribers so that all viewers can continue to support soccer, the PL, and their favorite teams.

    • Pixie Sweeney

      August 23, 2022 at 9:39 pm

      Here, here! I for one, cannot afford any more than what I have. I have watched the Premier League since 2010 and followed them from ESPN to NBCSN, which is now gone. I do watch them on USA (the only time I ever watch USA!)and NBC. I agree about the Monday afternoon Liverpool v. Man. Utd. that I could not watch. Seemed to me like a ploy to get people to sign up just to watch that one! I won’t do any such thing! I’ll just be happy to watch whatever they decide to give me on Saturday, Sunday and possibly Monday afternoon. If they keep taking them away little by little, well, that would really kill off my love of the beautiful game!

  8. David

    August 23, 2022 at 8:24 pm

    Full marks to Chris, the Gaffer, for obtaining these comments from NBC. However, Mr. Cordella’s remarks are bland at best, and add nothing whatsoever of substance. Just PR gobbledygook, not addressing the major concerns of subscribers. Typical of the relative contempt in which they hold us.

    • Will

      August 23, 2022 at 9:10 pm

      Well said David (Aug 23@824 pm).

      Why doesn’t someone ask Peacock why one has difficulty casting from one’s tablet or phone to one’s own tv set? In fact, I think we can’t cast up to the TV on account if something they put in the app.

  9. Mercator

    August 23, 2022 at 12:30 pm

    Every other soccer league is available from one provider, to stream, for a certain set price. MLS, Champions League, La Liga, Bundesliga, all available to stream every game from one app, at one price. NBC is always going to be subpar as long as they continue to try to make you double dip with cable and their peacock. I get they have a business to run, but the fact there is not even a cable login or option to pay for all 380 games shows they simply do not care about making Peacock a decent product. They say the PL is their priority, but they cant find 2 hours of an interns time to make the PL channel shows available on demand. They refuse to add a cable login so you can watch the PL in 1080/60fps on Peacock instead of low res on USA. Ripping off the fans is one thing if you are truly putting out a top quality product – top studio, top broadcast quality (4k), minimal inconvenience. NBC does not do that, they rip you off and then give you a second tier studio to Sky, no 4K, huge inconvenience to go from the app to cable and back again.

    I’m a big PL fan and would pay for a good presentation of the PL, but NBC gives PL fans sloppy seconds at 5x the price of other broadcasters to “maximize the economics for the company.” We would have been better off if ESPN or CBS got the rights and I truly hope NBC’s strategy fails and they lose money so no other broadcaster takes such an anti-consumer approach.

    • dstorm

      August 23, 2022 at 12:53 pm

      I actually think this is just as much the ‘Premier League’ strategy as it is NBC. Premier League wanted their content over the air. Due to the massive fees paid through the bundle you devalue content and future revenue streams if it’s all available for $5 on Peacock. But totally understand the frustration.

      And as for ESPN, try going to ESPN+ and finding 8 to 10 minute match highlights of a Real Madrid or Barca match. They don’t exist. NBC does a great job with the match highlights on Peacock.

      I do wish NBC would make more content from the PL channel shows on demand. At least the Preview / Review shows. That would be a big improvement in my opinion. You can get those shows for La Liga and the Bundesliga on ESPN+.

      • Michael F

        August 23, 2022 at 1:05 pm

        @dstorm. To your point mention in your first paragraph— there certainly should not be any complaint about the $5 per month price point.

        As it is, ESPN+ Will be raising their price point by over 40%, mostly due to having to pay for more sports league content now available on their stream app (ie Laliga, NHL, MLB, etc). Sometimes people don’t want a one size fits all scenario. That’s cable.

      • Mercator

        August 23, 2022 at 1:15 pm

        I doesn’t have to be available for the $5 bucks on Peacock. It can be an extra charge, they could just include a cable TV login, the point is that you should be able to get ALL the EPL games on Peacock somehow. It’s absurd to sit here and say NBC cares about the EPL, NBC cares about Peacock…well can you get all the EPL games on Peacock? No, no matter what you are willing to pay NBC says piss off, go buy a cable package from some third-party and watch the EPL games in 720p on USA. And BTW we can’t find an intern with 3 hours to spare to make the PL Channel on demand. An absolute joke, my nephew will intern for free to split the clips, what on earth is he talking about we don’t have the manpower.

        The bottom line is they paid a lot for the EPL and they will put you and every other fan through the ringer in order to milk as many dollars out of you. Growing the league, growing the game, growing Peacock, pleasing the fans…none of this is their concern and it shows. Here we are 2 years after Peacock launched, on NBC’s second contract with the EPL… and you still cannot watch all EPL games on Peacock, for any price, and Peacock STILL is not the best place to watch the EPL games it does make available (no 4k, no sky content WHICH IS ON YOUTUBE, no pregame/halftime many times, etc).

        • Michael F

          August 23, 2022 at 1:23 pm

          I think I agreed with you on this point you’re making above in my earlier reply posted.

          • Mercator

            August 23, 2022 at 2:23 pm

            Yes sorry, this was a reply to @dstorm. I agree the PL probably wants games on TV, but that doesn’t mean they can’t also be on Peacock (free, additional charge or cable login). They lose fans (like you) who would happily watch but aren’t going to pay for a full cable subscription. They abuse their fans like every EPL game isn’t free in HD with a quick google search, which looks increasingly out of touch and off market when ESPN, CBS and now Apple are making every game available to stream from top leagues while ESPN/CBS are still putting matches on TV as well. I’m telling you swap out Rebecca Lowe for Alexi Lalas and NBC is basically as bad as Fox – they are by far the most expensive and least convenient broadcaster of soccer in the USA. Even Bein doesn’t bother with an app you have to pay extra for in addition to your cable subscription.

            • Hans

              August 23, 2022 at 3:38 pm

              Hear! Hear! How can I not contribute to this conversation and support it 😆 Make it so to get it all on ONE streaming platform and the true EPL fans will splash the cash.
              .
              Will stick around for another year but since they also now start to mess with the Premiership Rugby matches it looks like they DO need to hire someone that understands the cord cutting community.
              .
              Spent the last few days researching where globally do I find all my sports events streaming with English speaking personnel who I can handle. To my surprise NBC/Comcast is skating on thin ice if they don’t shape up after this season.

              • Mercator

                August 23, 2022 at 3:56 pm

                Well to be clear I’m also not going to pay $20 a month for all the games in 720p where I still have to flip to Youtube to see the good bits from Sky. Peacock actually has to be the BEST place to watch the EPL in terms of quality, convivence and the production. It annoys me to no end they have Sky content free on YouTube and NOTHING in the Peacock app. CBS’ Champions League presentation is the best out there – they have Thierry Henry while even BT has Rio or some clown. It’s not just available, it’s the best thing available. For Seria A, Bundesliga, La Liga – there is no better place to stream those matches in English than ESPN and CBS. This is not the case at all with Peacock. Yesterday for example, the match was at 3pm, NBC pregame starts at 2pm, Sky pregame starts at 1:30pm. Why, from 1:30 to 2pm, can I not watch the Sky stream on Peacock? Why are there games in 4K on YouTube TV, but not on Peacock? I like the Robbies, nothing against them, but Sky has Roy Keane on and its a procession of players and celebrities paying their respects, I want to hear what he has to say as well and there is NO reason NBC/Comcast can’t make that available. It’s so poor, yet you can see the potential is there. But right now it’s not even the best EPL broadcaster for the games it does show unless those games are blacked out in England.

    • Michael F

      August 23, 2022 at 12:54 pm

      I will have to agree with Mercator in that it is disappointing that there is not an option to purchase all 380 Premier League matches to get them all ‘live’ and on-demand immediately after matches complete for a set price.

      It may come to surprise to some here, but I have completely cut the cord and dropped live TV stream service (YouTubeTV), primarily because my viewing habits are prioritized elsewhere with all the streaming apps available.

      NBC/Comcast Should indeed provide a solution for the cord cutters to not have to rely on-demand match delays on Peacock for those telecasted on USA network. I would gladly pay extra for the option to have all 380 PL matches available to me live or immediately after match is complete on Peacock. I got to believe most PL fans would.

      • JP

        August 23, 2022 at 1:52 pm

        @Michael F, welcome to the club! I’m 1 year in cutting the cord and don’t miss a thing. Amazing how much money was being thrown away all those years.

        Cannot be stressed enough, unless you’re wedded to watching you local basketball, baseball, or hockey team for all games during the regular season and need that RSN, live TV service is useless. For those sports, just get one of the Sling options for the playoffs if you care. My local RSN for baseball (don’t care) and hockey (do care) has an OTT option now but $30 a month. Double the price I’d consider paying, but understand that can’t make it too attractive and undercut the cable providers who pay them massive fees to carry.

    • dave

      August 23, 2022 at 2:53 pm

      Watching every Liga MX game live requires TUDN, ViX+, ESPN+, ESPND, FOXD, and Telemundo. Watching every NWSL game live requires Paramount+, CBSSN, and Twitch. Watching every EPL game live requires USA and Peacock. Outside of soccer, it takes a mix of OTA, basic cable, specialty cable, and streaming to watch every live game in NCAA, NHL, etc.
      .
      Fragmentation is not my preference, but popular domestic leagues in the US often have this model. I agree EPL (and Liga MX and NWSL and …) could improve by having a central app where you enter all your credentials and can then watch whatever you have access to

      • Mercator

        August 23, 2022 at 3:19 pm

        Liga MX does not sell it’s rights as a league, it’s not a comparable situation because there is not a single broadcaster. NWSL is on Paramount+ ($5) and twitch (free), there are only 2-3 games only on CBSSN and yea there is no reason for that. It’s completely different to USA ($30) and Peacock ($5). Outside of soccer, rights are often split between broadcasters, its not the same as a situation where a single broadcaster has the rights to everything. In soccer, where one broadcaster owns the rights, everything is made available to stream. ESPN does this with Bundesliga and La Liga, CBS does it with Champions League and Seria A, Apple will do it with the MLS. NBC DELIBERATLY splits the games to make things difficult and expensive for fans, it is the only soccer broadcaster to do this (even Fox does not do this its just cable, they aren’t trying to nickle and time you for an additional app subscription).

        The worst part is this ruins the experience! Hopping between games from app to cable, missing pregame or halftime bits. Stuck watching games in low res on USA when it should be available to stream in full 1080/60fps. This is what is so obnoxious, they ruin the product trying to get an extra buck out of you. If you want more revenue give us an option to PAY for all the EPL games on Peacock, don’t split the games randomly to inconvenience everyone and ruin PL mornings. It’s one thing to be greedy, but I’m not sure what they are doing is even good business.

        • dave

          August 23, 2022 at 4:28 pm

          @Mercator, I think your argument is getting in to “no true Scotsman” territory. The initial claim was “Every other soccer league is available from one provider, to stream, for a certain set price”
          .
          Two of the three most popular men’s domestic soccer leagues are presented in a fragmented manner (three of three until MLS/Apple). The most popular women’s domestic soccer league is presented in a fragmented manner (CBSSN is expensive and Twitch is annoying, each has 4 exclusive NWSL games in August with the other ~15 on Paramount+)
          .
          Hopefully it will change over time, but popular sports leagues in the US (soccer and otherwise) are often fragmented and expensive if you want lawful and live access to everything. The recent Big Ten deal continues the trend – FOX, CBS, NBC, FS1, BTN, and Peacock will all be required. No confirmation yet, but dollars to donuts some games find their way on to USA, CBSSN, Paramount+, some FOX streaming option, etc.

          • Mercator

            August 23, 2022 at 5:18 pm

            No they are not. You are saying 4 games out of the 100+ in the NWSL are not available to stream without cable. I agree that’s not ideal, but it’s in a completely different league to putting 180+ games on cable while strategically putting the other 180+ games on streaming, to ensure no fan can follow without paying for both. I didn’t even realize NWSL games were available only on CBSSN, because its 4 games out of 100+, not 50% of them.
            .
            Champions League, MLS, La Liga, Bundesliga, Seria A – all available to stream every game on a single app for under $10. CBS also has Brazil and Argentina, all to stream. NBC is completely off market here. ESPN is paying almost as much for La Liga, yet it’s all available to stream. Champions League is as popular and prestigious as the EPL, yet CBS streams every games.

            It’s complete nonsense to pretend the EPL is substantially different from CL, MLS or La Liga, and then turn around and compare it to college football. A million viewers is a great EPL game, not Iowa v Rutgers. If the EPL is that special and important, they should be able to find an intern with a free afternoon to make the PL channel available on demand. It’s completely unacceptable the way NBC deliberately splits the properties, damaging the actual presentation, while not giving fans a way to actually pay to stream the games.
            .
            I know Notre Dame was on Peacock last year, I heard the complaints for months and I generally do my utmost to avoid domers entirely. Everyone was disappointed Peacock got any part of the rights at all, and it’s only tolerated with the expectation it will be Indiana – Maryland games on. Put Ohio State v Michigan on Peacock while law and order reruns run on NBC (like they did with United Liverpool) – NBC executives would be in physical danger in a good part of the country if they tried that.
            .
            It’s an incredibly anti-consumer approach and completely off market for soccer rights. Nothing about NBC’s presentation merits that sort of premium, and its an insane approach to take with a league where you can find every game in 15 seconds for free on google.

            • dave

              August 23, 2022 at 6:53 pm

              @Mercator, NWSL is 10%-15% CBSSN. In August 2022 (not the full season), 4 of ~25 games are CBSSN only, 4 of ~25 games are Twitch only, the rest are on Paramount+. Both NWSL playoff semifinals are contractually CBSSN only, though that could change
              .
              If your argument is that you do not like how NBC presents EPL for many reasons, and that you prefer for EPL to be carried like La Liga/ESPN+, MLS/Apple, and UCL/Paramount+, that is a reasonable statement of personal preference
              .
              If your argument is that EPL on NBC is the only soccer league that cannot be 100% streamed in one place for one price (the most literal interpretation of the original claim), then it is untrue. My most-watched domestic leagues are Liga MX and NWSL. As of August 2022, both are at least as expensive and tough to follow as EPL (if you pay for both CBSSN and TUDN, your package very likely includes USA; the converse is not true, for example, Sling Blue)
              .
              For reference, your original claim that prompted my response is “Every other soccer league is available from one provider, to stream, for a certain set price”

              • Mercator

                August 23, 2022 at 7:17 pm

                Fair enough, it wasn’t meant as a literal statement, obviously the Bein Sports leagues are not streaming either. Liga MX is not the proper comparison because again they don’t sell their rights as a league, you should take issue with Liga MX for that, not a broadcaster. I see your point but I would say that if your rebuttal is 10% of NWSL games are cable only, it just reinforces my original point which is that NBC is completely off market splitting half the games between cable and Peacock.

    • Lboogie

      August 23, 2022 at 8:16 pm

      Very much agree with this assessment. Splitting PL between two platforms that are inconvenient at best to navigate between (and more often it’s on outright wall) is maddening as a consumer especially as is pointed out there’s no such split when trying to watch UEFA Leagues or the other big domestic Euro leagues. Do away with the USA bs and if you absolutely must split PL offerings, just go with NBC and Peacock.

    • Efrain

      August 24, 2022 at 8:32 am

      @Mercator- You’re spot on. Nothing more to add.

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