The streaming service market is heating up, and obviously, there won’t be room for everyone. So instead of competing with the likes of Netflix, Disney+, and HBO Max on the size of the content catalog, Peacock decided to take a different approach.
To that end, the NBC-owned streaming platform is launching a new interactive experience that allows fans to live stream episodes alongside actors from the show who provide real-time reactions, commentary, and a live Q&A.
Called “Watch With,” the feature is set to roll out on February 24, a day after the second season premiere of Peacock’s “Fresh Prince of Bel-Air” reboot series – “Bel-Air.” Viewers can try the new experience at 9 p.m. ET, where they can watch the new show premiere with main cast members Jabari Banks, who plays Will on the show, and Olly Sholotan, who plays Carlton.
When the live stream is started, users will see a split-screen view — with Banks and Sholotan reacting to scenes, providing commentary, and answering questions. Also, there will be a viewer count of how many fans are watching and the ability to send questions using the hashtag #WatchWithPeacock.
The company has previously touted “Bel-Air” as the most successful original show in the streaming service’s two-year history, breaking records for new subscribers, usage, and upgrades to the Premium tier. In May 2022, Peacock said that “Bel-Air” reached 8 million accounts. At the moment, the service has a total of 20 million paid subscribers.
Beyond “Bel-Air,” Peacock will be adding the “Watch With” feature to other shows — including the “Eurovision” song contest and “The Real Housewives Ultimate Girls Trip.”
Some subscribers may have already seen a test of the “Watch With” feature, though. Last year, Peacock tested its beta version for “The Real Housewives of Miami” with stars Larsa Pippen and Marysol Patton.
“After exceeding our viewership forecasts, we’re highly encouraged by the first test of ‘Watch With’ as a way to super-serve fans with a live communal viewing experience,” said John Jelley, senior vice president of Product & UX at Peacock. “As we work to build an unrivaled audience experience at Peacock, we’re looking to continue experimenting with in-product innovations that enhance the streaming experience and break into the cultural zeitgeist.”
For what it matters, Netflix offered a similar experience last summer when it teamed up with co-viewing platform Scener to provide fans of “Stranger Things” with the ability to attend a virtual watch party for the finale of Season 4.
Back to Peacock, which is also rolling out “Choose Your Reality,” an interactive storytelling feature that will let Peacock Premium subscribers delve deeper into select scenes and watch extended clips like extra footage and interviews. “Choose Your Reality” will launch in season three of “The Real Housewives Ultimate Girls Trip,” set to premiere sometime this year.
As mentioned above, Peacock is adding these interactive features to make its paid subscription more attractive to users, some of whom will have to “settle” for a few streaming platforms.
In the last quarter of 2022, the company revealed that its losses continue to widen, reporting an adjusted EBITDA loss of $978 million. Also, Peacock no longer has a free tier for new customers and further shifting its focus to its Premium offering.
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