Peacock, the NBCUniversal and Comcast-owned streaming service, will be airing a commercial-free fourth quarter during an NFL Wild Card Weekend game on January 13. 

While the move will leave money on the table, Peacock has a bigger picture in mind to give fans and new viewers a first-class experience that will persuade them to become paying subscribers, writes Joe Flint for The Wall Street Journal. 

Peacock differentiates itself from its competitors by relying on sports to draw in subscribers and keep customers hooked.

“Sports is a differentiator to us. Once you’re in, you’re exposed to everything else,” said NBC Sports President Rick Cordella.

Already offering the NFL, Big Ten college sports, English Premier League Soccer, golf, and the Tour de France, NBCUniversal may look into pursuing NBA rights next year, as well.

Peacock expects to have more than 13,000 hours of sports content in 2024, including 4,000 hours of exclusive live sports. 

While Peacock hopes the commercial-free football will be a driver of subscribers and revenue, Cordella understands there could be some service cancellations after the playoff game.

“But not to the point where the economics don’t work,” he added. 

Read more about how Peacock is utilizing the spectacle of live sports to drive its business model at The Wall Street Journal. 

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