YouTube TV and NBCUniversal have signed a new multiyear deal, avoiding a channel blackout. Subscribers will continue to enjoy NBC, CNBC, Sunday Night Football, and expanded access to Peacock on YouTube and Google platforms.
YouTube TV subscribers can exhale today. Following a stressful, last-minute negotiation, Google and NBCUniversal have inked a new multiyear deal that means shows like NBC, CNBC, and Sunday Night Football won’t be leaving the streaming TV platform.
The deal, announced Thursday, avoids the much-feared channel blackout and is a milestone in the shifting dynamic between new-media distributors and old-content powerhouses. Beyond a carriage deal, the partnership also extends Peacock’s integration further into Google’s massive ecosystem.
Avoiding a Blackout: What’s in the Agreement
It was a tough negotiation, with sources saying it had reportedly stalled over money and the rates YouTube TV would pay to carry NBCUniversal’s programming. The impasse was so severe that the two companies were driven to a short-term contract extension on Wednesday just to keep the channels live while they negotiated final terms.
The resolution also implies that YouTube TV, the most significant U.S. pay-TV distributor, will persist in providing its subscribers with NBCUniversal’s complete suite of channels. That means still getting broadcast mainstays like America’s Got Talent, big sporting events, and CNBC business news.
“This deal builds on our longstanding partnership with NBCU while addressing the rapidly evolving media landscape and acknowledging the significance of making content accessible where and how viewers desire to watch it,” stated Justin Connolly, YouTube’s Global Head of Media and Sports.
Beyond Traditional TV: Deeper Integration with Peacock
One of the highlights of this new deal is its futuristic view on the streaming environment. The deal also meaningfully widens the relationship between the two companies beyond the conventional linear channels accessible on YouTube TV.
NBCUniversal’s flagship streaming service, Peacock, will now be available for purchase via YouTube’s Primetime Channels as well. It’s a marketplace within the primary YouTube app where one can subscribe to these third-party streaming services with one click.
In addition, the deal extends Peacock for multiple years across Google’s wider Android ecosystem, including Google Play Store and Google TV. That guarantees the streaming app will stay front and center on millions of devices, highlighting a more holistic and strategic partnership.
Reflecting a Changing of the Guard in the Media World
And while this successful negotiation is more than a victory for consumers, it is also a strong signal of a major transformation in the media landscape. The leverage in these high-stakes carriage disputes is shifting from traditional media conglomerates to big-tech platforms.
The fuel for this power is viewership. YouTube (overall) now accounts for the largest share of total TV viewing time in the United States, exceeding streaming competitors like Netflix and even behemoths like Disney, according to new data from analytics firm Nielsen.
This dominance, coupled with parent Alphabet’s “deep pockets,” provides YouTube TV with tremendous leverage. It’s evident in its recent triumphs negotiating carriage deals with other heavyweights such as Paramount Skydance and Fox Corp.
The days of cable companies having all the leverage are waning, supplanted by a new reality where tech platforms with immense audiences can more and more call the shots. This deal with NBCUniversal is the newest and most important evidence of that new reality.
FAQs
Will NBC channels remain on YouTube TV?
Yes. The new multiyear deal ensures subscribers will continue to have access to NBC, CNBC, and popular shows like Sunday Night Football and America’s Got Talent.
What about Peacock?
Peacock will now be offered through YouTube’s Primetime Channels and will also remain available on Google’s Android ecosystem, including Google Play and Google TV.
Why was there a risk of blackout?
Negotiations reportedly stalled over carriage rates — the amount YouTube TV would pay NBCUniversal to carry its channels. A short-term extension kept channels live until the final deal was signed.
What does this deal mean for the media industry?
It highlights the growing power of tech platforms like YouTube, which now dominate U.S. TV viewership, shifting leverage away from traditional cable companies.
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