On April 28, 2026, Roku Inc. (NASDAQ: ROKU) made a significant addition to its Premium Subscription services by integrating NBCUniversal’s Peacock Premium Plus. This move is expected to enhance the viewing experience for Roku customers in the United States, allowing them to access a wide array of content seamlessly through The Roku Channel.

1. A Seamless Viewing Experience

With the addition of Peacock Premium Plus, Roku aims to simplify the way viewers access their favorite content. Customers can now subscribe directly through their Roku accounts, eliminating the need for multiple apps and logins. Gil Fuchsberg, Roku’s President of Subscriptions, Partnerships & Corporate Development, emphasized this goal, stating, “With Premium Subscriptions, our goal is simple: to make it easier for viewers to discover and watch the content they love.”

Peacock Premium Plus offers a rich mix of live events, sports, award-winning originals, beloved franchises, and blockbuster movies from NBCUniversal, all accessible from one platform. This integration marks a strategic move to increase Roku's value proposition in a competitive streaming landscape.

2. Key Features of Peacock Premium Plus

Peacock Premium Plus comes packed with features that cater to diverse viewer interests:

Live Sports and Events: The service includes coverage of major sporting events such as the NBA, Major League Baseball, WNBA, FIFA World Cup (Spanish), Premier League soccer, and NFL Sunday Night Football, among others.

Ad-Free Experience: Subscribers can enjoy an ad-free streaming experience for popular shows and movies on demand, including NBC series like “Law & Order” and “One Chicago,” Bravo’s reality series, and numerous original Peacock productions.

In a notable enhancement, Roku is introducing new features within Peacock Premium Plus that allow viewers to pause or replay live content, including sports events. These Cloud DVR capabilities, the first of their kind from Roku, are expected to expand in functionality later this year.

3. Strengthening Partnerships

This latest development is a testament to the ongoing collaboration between Roku and NBCUniversal. The two companies have previously worked together on projects like the dedicated NBC Olympics experiences for the Milan Cortina 2026 Winter Games and the Paris 2024 Summer Games. Matt Schnaars, President of Platform Distribution & Partnerships at NBCUniversal, highlighted the partnership’s focus on audience engagement, stating, “By bringing Peacock Premium Plus to Premium Subscriptions on The Roku Channel, we’re expanding access to our world-class programming and giving fans more choice in how they watch.”

4. Premium Subscriptions: Simplifying Streaming

Roku's Premium Subscriptions service allows users to subscribe to over 70 popular streaming services through a single Roku account. This feature simplifies the process of managing multiple subscriptions, enabling users to add or cancel services effortlessly. Customers can enjoy their entertainment using a single login across Roku devices, the Roku mobile app, or the web.

Peacock Premium Plus is available for $16.99 per month or $169.99 per year, and Roku customers can sign up either through their devices or via the Roku website.

5. The Bigger Picture

As the leading TV streaming platform in North America, Roku continuously seeks to enhance its service offerings and maintain a competitive edge in the evolving streaming market. The integration of Peacock Premium Plus not only enriches its content library but also reflects Roku's commitment to providing a user-friendly experience for its customers.

With the ongoing evolution of streaming services, Roku's latest announcement positions the company favorably for future growth and engagement in the dynamic entertainment landscape.

As the streaming wars continue, Roku’s strategic partnerships and innovative features will be crucial in attracting and retaining viewers, ensuring a robust presence in the competitive market.

Original press release