Peacock redesigns mobile app to prioritize vertical videos

NBCUniversal is completely overhauling the Peacock mobile app, shifting emphasis to vertical video, as chairman Matt Strauss explained, aiming to "win another hour per user, per month," according to The Hollywood Reporter.

Strauss said, "We recognize that we have to start thinking of ourselves less as a streaming platform and more of an entertainment platform," and added, "How do we super serve our franchises and our fandoms where the best experience is on our app?"

The redesign will give priority to vertical video, with the expectation that short clips of programmes will retain users on the app and entice them to watch full episodes on television.

On 4 November 2026 NBCUniversal posted on X that, "Bravo fandom has always extended far beyond the episode itself. @Inc goes inside how @Peacock is building on that passion with Your Bravoverse, a new personalized experience that helps fans explore two decades of unforgettable @BravoTV moments. https://t.co/PETJdEzTsy".

Beyond vertical video, the updated app will launch fandom hubs for properties such as the Bravo‑verse, The Office, Law & Order and the NBA; the Law & Order hub will feature mini video games, while the NBA hub will provide quick player stats and deeper game information in a dual‑screen view beneath a live feed.

NBCUniversal also hinted at a membership programme that will give "eligible subscribers exclusive rewards, benefits and activities tied to the movies and shows they enjoy," with perks reported to include temporary Instacart memberships and a subscription to New York Times Cooking, based on how long a user has been subscribed.

Technical upgrades include ongoing experiments with live vertical video, an upcoming "dynamic video player" that automatically switches between vertical and horizontal orientations depending on the device, and the integration of generative AI to enable "conversational AI search".

On 24 October 2026 Bravo tweeted, "🚨BREAKING FROM #BRAVOFANFEST🚨 Allow us to set the scene... Craig Conover stars in an all-new original scripted microdrama, Charmed by a Southern Monster! Stream November 9th on the @Peacock mobile app. #SouthernCharm pic.twitter.com/QpzjT0YE2X".

NBCUniversal said it will continue investing in microdramas – ultra‑short serial pieces often only a minute long – noting that Charmed by a Southern Monster is its first scripted microdrama.

The refreshed Peacock app is being rolled out in phases and may not reach all users until sometime next year.

Peacock has recently become profitable for the first time, recording two consecutive quarters of profit, and NBCUniversal will monitor whether the redesign sustains that momentum.