Peacock Leans Into Vertical Video for Daily Engagement

Peacock is introducing original vertical microdramas from Bravo, a new format for the NBCUniversal-owned streaming service. This initiative is part of a broader strategy to boost daily user engagement through content specifically designed for mobile devices.

The platform is experimenting with various mobile-first experiences, including live vertical sports, mobile games, and shoppable vertical series. The microdramas, described as similar to soap operas, are intended to attract and retain users by offering content that aligns with modern consumption habits.

Peacock is also leveraging advanced technology, such as an AI-driven Andy Cohen feature and tools to convert horizontal video to vertical. These innovations are part of a long-term plan to grow engagement and extend the relevance of existing intellectual property, with a dedicated vertical video feed set to launch soon.