The news: NBCUniversal has reached a multiyear licensing agreement with EverPass Media, a company that works with rights holders and distribution partners to commercially distribute live events.
Why it matters: Digital out-of-home content and advertising are growing in importance. In February, CTV content provider Atmosphere raised $65 million to continue its mission of offering unskippable DOOH ads in venues like restaurants and gyms, attracting advertisers.
The partnership is meant to expose Peacock's sports offerings to a wider audience outside of the typical household setting.
Behind the numbers: Since its launch in 2020, Peacock has garnered 24 million paid subscribers.
Our take: The deal between NBCUniversal and EverPass is a strategic move to diversify Peacock’s audience and increase its brand visibility.
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