Streaming platform Peacock is introducing a range of new features centered on artificial intelligence, mobile-first viewing, and gaming, as it looks to increase user engagement and compete with social media platforms.
Owned by NBCUniversal, Peacock previewed the updates during a press event, revealing that its mobile app will soon blend elements of short-form video, interactive entertainment, and streaming content.
AI-powered “Bravoverse” experience
One of the platform’s biggest announcements is a new feature called “Your Bravoverse.” The feature targets fans of reality programming from Bravo, home to shows like The Real Housewives and Vanderpump Rules.
The feature uses AI to create personalized short-form playlists from over 5,000 hours of Bravo content.
Guiding viewers through the clips will be a generative AI avatar of TV host Andy Cohen, who introduces storylines, highlights memorable moments, and recommends related shows.
Peacock says the system uses computer vision and AI agents trained on fan behavior to identify important scenes and assemble them into customized viewing experiences.
According to the company, the system could generate more than 600 billion possible viewing variations.
Vertical live sports for mobile viewers
Peacock is also testing vertical live sports broadcasts, designed specifically for smartphone viewing.
The feature will debut during National Basketball Association games this spring and will appear inside the platform’s Courtside Live viewing mode.
Using AI-powered real-time cropping, the system automatically adjusts the camera feed to fit vertical phone screens, allowing viewers to follow the action without rotating their devices.
Expanding into short-form video
The platform is also expanding its short-form video feed, which highlights clips from across Peacock’s library of TV shows, movies, sports, and news.
Later this summer, the company plans to give vertical video its own section inside the app — a move that mirrors the format popularized by platforms such as TikTok, Instagram, and YouTube.
Other streaming services are experimenting with similar ideas. For example, Disney+ recently introduced a short-form video feed in the U.S., while Netflix plans to expand its short-form content strategy.
Mobile gaming expansion
Peacock is also building out its in-app gaming lineup.
The company announced two new mystery titles — Law & Order: Clue Hunter and Public Eye — created in partnership with Wolf Games, co-founded by Elliot Wolf, the son of Dick Wolf, creator of the Law & Order series.
Players will gather clues and solve crimes with assistance from an AI companion.
Additionally, Peacock is introducing a daily trivia experience based on Jeopardy!, joining existing games such as Wheel of Fortune and Daily Swap on the platform.
Strategy to boost growth
These new features signal a broader strategy by Peacock to transform its app into a more interactive entertainment hub rather than just a traditional streaming service.
The company currently has 44 million subscribers, up from 41 million last year. However, the service is still operating at a loss, reporting a $552 million deficit in the fourth quarter of 2025.
By integrating AI experiences, mobile-optimized sports viewing, and gaming features, Peacock hopes to increase user engagement and keep viewers spending more time inside its app.
