CivicScience | Vudu Might Be Magic for NBC's Peacock Platform

Media & Entertainment

Vudu Might Be Magic for NBC’s Peacock Platform

Image Credit: Comcast

The entertainment industry’s biggest story right now has to be the streaming wars, and things are heating up again as Comcast is rumored to be in talks to acquire Vudu, Walmart’s television and movie video content service.

Comcast is the parent company of NBCUniversal and it is gearing up for the July 15 release of Peacock, its entry into the streaming world. Buying Vudu would allow Peacock to also offer digital rentals and purchases in addition to being able to stream content.

Is Vudu a good partner for Peacock? Perhaps. As far as Vudu goes, 9% of Americans 13+ say they’ve used the service, with another 2% saying they plan to. Nearly 40% say they won’t be using it, and more than half of Americans have never heard of it. Vudu use skews more toward Millennials and Generation X than Gen Z, and significantly more than the 55+ crowd.

But while Vudu use is relatively small, 26% of current or would-be Vudu users say they’ll sign up for Peacock, a number which is way higher than the public at large, as a mere 5% of the 18+ population is currently showing interest in signing up for the new streaming service. (Additionally, another 16% of Vudu users are considering signing up for Peacock.) Clearly, there is synergy between Vudu users and would-be Peacock subscribers.

But for Peacock, that 5% number has to be dispiriting. One potential reason for the seeming lack of interest in Peacock? Americans may be feeling a bit overwhelmed by the sheer number of streaming options. In fact, a quarter of Americans who subscribe to streaming services say they’ve canceled at least one of the services due to “subscription fatigue.” 

Lastly, here’s a glass half-full, glass half-empty look at Vudu users: On the half-full front, 13% of people with a favorable view of Target – Walmart’s chief brick-and-mortar competitor – are using or plan to use Vudu. The half-empty? That number barely ticks up when it comes to people who have a favorable view of Walmart. Clearly, Walmart could be doing – and could have done – a better job of appealing to their loyal customers.

Is Vudu going to be magic for Peacock? Too early to tell, but Comcast’s entry into the streaming wars looks like it could use all the help it can get.

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