Peacock Wants To Show You Ads Before You Even Log In

Peacock Wants to Show You Ads Before You Even Log In

Last updated: 2025/12/21 at 3:58 AM

News Room Published 21 December 2025

If you have an ad-supported Peacock subscription, you’ll soon see more of them while logging into the video-streaming app.

The streamer has introduced what it calls Arrival Ads, which will appear on the page where you select your profile. In an announcement geared toward advertisers, NBCUniversal calls the ads an opportunity for clients to get “high-impact visibility across nearly all daily active users.”

NBCUniversal’s pitch uses language only a marketer could love. The ads are an “interactive brand moment,” it says, “demonstrating how technology and world-class storytelling can fuel engagement, fandom, and full-funnel performance.” Translation: Here’s another way for us to make money and for you to get your products in front of a captive audience. (And maybe annoy people enough that they’ll upgrade to the ad-free tier.)

An example shared with Marketing Dive shows a Capital One ad taking up around three-quarters of the login screen on the right-hand side. Profile photos for each account sit in a vertical list on the left, with a Settings cog in the top-right corner. Currently, the profile list appears in a horizontal line across the screen.

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Ad-supported Peacock Premium costs $10.99 per month or $109.99 per year. Ditching the ads costs $16.99 per month or $169.99 per year.

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NBC Universal also touted a new tool it calls “Contextual Targeting,” which uses AI-powered monitoring to introduce the most relevant ads during live events. Plus, it will expand Pause Ads, an option that shows ads when people pause what they’re watching.

Peacock has struggled in 2025; it lost $217 million in the third quarter, according to the latest earnings report from parent company Comcast. It also reported no subscriber growth since the start of the year, with 41 million paying customers. Still, it increased prices in July.