Peacock's Vertical Video Experiment Boosts NBA Viewership

As of November 14th, 2025, Peacock's vertical video experiment has proven to be a hit with its NBA viewers. The platform's Can't Miss Highlights feature, which showcases notable moments from across the league, has been used by 15% of Peacock's NBA audience. This adoption rate is considered a solid performance for a new feature.

The vertical video clips, similar to Instagram Reels, have not only been popular with viewers but have also led to an increase in overall viewership on Peacock. According to internal data, users are engaging with multiple highlights and then transitioning to watch live events on the platform.

Peacock's senior vice president of Product and User Experience, John Jelley, stated that the goal was to make Peacock a one-stop-shop for NBA fans to catch up on the latest highlights, regardless of which games were airing on the platform. The immediacy of the Can't Miss Highlights feature has been a key factor in its success.

Looking ahead, Peacock plans to expand its interactive viewing features for sports fans. This includes the recently launched Performance View, which overlays stats and player information on live games, as well as the upcoming Courtside Live option that will allow viewers to customize their viewing experience by focusing on specific players or cameras.

Peacock's vertical video experiment has not been limited to sports, as the platform has also been testing the format for its scripted and reality content. Short-form catch-up episodes, exclusive clips, and upcoming trailers have all been part of these efforts, with the goal of engaging younger audiences who consume more content on mobile devices.