Peacock is investing in premium AV technology to offer a superior user experience, especially for live sports and blockbuster movies. By providing higher video and audio quality, Peacock differentiates itself from competitors such as Netflix and Disney+, justifying its premium tier offerings and adding clear value for subscribers seeking the best streaming experience.
Key reasons for Peacock’s streaming strategy include:
Differentiation: The streaming market is saturated with on-demand libraries, but few services offer high-end AV differentiation for all content, especially live events. Peacock leverages Dolby Vision and Dolby Atmos to deliver superior audiovisual quality, appealing to viewers who prioritize an exceptional, unique streaming experience.
Premium AV technology offers a more immersive viewing experience with vibrant visuals and surround sound that place viewers in the action.
Dolby Vision and Dolby Atmos together provide brighter colors, sharper detail, deeper contrast, and immersive audio, meeting high expectations and common quality concerns.
Dolby Atmos delivers immersive sound that puts viewers at the center of every moment, intensifying everything from explosive movie scenes to the electric atmosphere of live stadium events.
Monetization of premium content: NBC Universal invests in exclusive content, including Premier League soccer, NFL and NBA games, and Universal Pictures blockbusters. By delivering these with superior audio and video quality, Peacock enhances perceived value and subscriber attention, and incentivizes users to subscribe to paid tiers and to remain subscribers.
Addressing viewer needs: Technologies like Dolby AC4 let viewers customize audio, including adjusting dialogue volume relative to background noise, which has received frequent feedback.
Leveraging NBCUniversal’s strengths: NBCUniversal’s expertise with live sports and news aligns well with enhanced AV experiences. Premium technology can replicate and even exceed classic TV quality, appealing to cord-cutters seeking high-quality live viewing.
Futureproofing: Peacock is committed to leading with next-generation innovations, such as Dolby Vision 2 and Dolby AC, to ensure it remains at the forefront as viewer expectations evolve.
NBCUniversal’s Peacock unveiled its OTT streaming offering, reviewing pricing, release dates, and launch content at a New York investors’ meeting on Jan. 16, outlining its strategy for entering the streaming competition.
Peacock establishes itself as the first streaming service to feature the full suite of Dolby Vision’s newest picture and sound technologies. This milestone signifies a bold leap forward in streaming, enhancing Peacock’s collection of movies, original series, and live sports content with Dolby Vision’s cutting-edge visual and audio advancements.
Peacock is set to bring Dolby Vision and Dolby Atmos to an even broader slate of live sports this year. It stands as the first to plan support for the coming Dolby Vision 2 and Dolby AC-4, expected later this year.
Peacock is redefining streaming entertainment with Dolby, said John Kooling, Senior Vice President of Entertainment at Dolby Laboratories. This partnership expands what’s possible for live sports and entertainment with Dolby. Peacock leads the way for viewers seeking the best home entertainment experience.
We deliver the most compelling content with the highest-quality experience and unmatched reliability on Peacock, said David Bohunek, senior vice president of global video engineering at NBCUniversal. Our partnership with Dolby guarantees that, regardless of whether our subscribers are streaming a suspenseful playoff game, the latest Universal blockbuster, or a critically acclaimed Peacock original, they are experiencing it exactly as the creators intended, with breathtaking pictures and immersive sound that bring every moment to life.
Why AV Quality Matters?
Dolby Vision and Dolby Atmos are available for more titles. By 2026, Peacock will improve visuals and sound and offer more live sports, including Sunday Night Football, NBA, and MLB, with these features.
Peacock is preparing to adopt Dolby Vision, the next generation of Dolby’s picture quality technology, unveiled at IFA 2025. This builds on the success of Dolby Vision. Dolby Vision 2 addresses evolving viewer expectations by enhancing image clarity. It also resolves common issues such as overly dark screens, scenes, and distracting motion effects. This advancement delivers a more authentic and immersive viewing experience.
Dolby AC-4, Dolby’s most advanced codec, delivers pristine sound 50% more efficiently and adds customization and enhanced dialogue features, ensuring high fidelity while saving bandwidth.
Enjoy Live Sports Advantage, Movies, And Television At Their Peak With Dolby Technology
Nothing matches the impact of Dolby. With Dolby Vision, colors leap off the screen, details sharpen, and contrast deepens—delivering every emotion in a pivotal scene or the thrill of a game-changing play. Dolby Atmos surrounds you, placing sound above and all around, drawing you into the core of the story and the center of action. Every explosion excites, every game day vibrates, and each moment is unforgettable. From subtle emotions to spectacular action, Dolby brings you closer to the moments you cherish.
About Dolby:
Dolby leads in immersive entertainment technology, transforming movies, TV, music, sports, and gaming. Advancing sight and sound, Dolby offers solutions like Dolby Atmos, Vision, Cinema, and Opti View, collaborating with creators and brands worldwide.
About Peacock:
Peacock, NBCUniversal’s streaming platform, delivers premium entertainment, sports, and news to audiences worldwide. Viewers enjoy thousands of hours of content from current NBC and Bravo series to exclusive originals and live sporting events, including the Olympic and Paralympic Games, NFL, Premier League, and NBA, helping Peacock manage subscriber retention. Peacock’s interactive technology connects NBCUniversal’s world-class content with viewers at home and on the go.
