Instacart Adds Peacock As First-Ever Streaming Partner
Portfolio Pulse from Benzinga Newsdesk
Instacart (NASDAQ:CART) has partnered with Peacock, NBCUniversal's streaming service, to offer Peacock Premium to all Instacart+ members in the U.S. at no extra cost. The partnership includes a custom ad spot featuring holiday scenes from popular shows and will be promoted across NBCUniversal platforms. Instacart+ membership provides benefits such as free delivery, credit back on pickup orders, and reduced fees. The partnership aims to enhance customer value during the holiday season, a peak time for TV viewing and grocery delivery.
November 29, 2023 | 2:26 pm
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POSITIVE IMPACT
Instacart's partnership with Peacock could increase the value proposition of its Instacart+ membership, potentially boosting subscriber numbers and customer retention during the competitive holiday season.
The partnership with Peacock adds significant value to the Instacart+ membership, which could lead to increased subscriptions and customer loyalty. The timing during the holiday season is strategic, aiming to capitalize on higher consumer activity. The promotion across NBCUniversal's platforms could also enhance Instacart's visibility and brand association.
CONFIDENCE 75
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
NBCUniversal's Peacock, owned by Comcast (NASDAQ:CMCSA), gains a new avenue for subscriber growth through the Instacart partnership, potentially increasing its user base and engagement during the holiday season.
The inclusion of Peacock Premium in the Instacart+ membership could attract new viewers to the streaming service, especially with the promotion of exclusive content like NFL games and upcoming titles. The partnership leverages the holiday season's high TV viewership and could lead to increased engagement and subscriber numbers for Peacock.
CONFIDENCE 70
IMPORTANCE 60
RELEVANCE 70