Peacock and Paramount+ are relaunching new corporate partnerships with each other to grab subscribers.
NBCUniversal’s streamer is now available for free to all users of Instacart+, the grocery pickup and delivery company. To celebrate the launch of this new benefit, Instacart and Peacock are premiering a custom commercial featuring iconic holiday scenes from The Office, Parks & Recreation, and Brooklyn Nine-Nine, to which Peacock owns the rights.
The perfect combination for Instacart+ users is to combine the convenience of shopping with same-day delivery with Peacock’s unparalleled content offerings.
The Instacart/Peacock pairing, created by Mastercard, is a response to Walmart’s agreement with Paramount Global. Walmart+, the U.S. multinational retailer’s shipping program, offers its monthly and annual subscribers Paramount+ Essential access at no additional cost. This is the level with commercials and without Showtime, which costs $5.99 per month.
Is the game a tie? No. Paramount reacted to the Instacart/Peacock deal by announcing a partnership with AARP on Wednesday and offering its members a 10 percent discount on premium streaming service for new and returning subscribers.
Jeff Shultz, Chief Strategy Officer and Chief Business Development Officer of Paramount Streaming said in a statement, “Our total household offering, which includes popular content from studios such as CBS, Paramount Pictures and Showtime, means Paramount+ is a natural fit for the AARP audience, and we are excited that this new deal allows us to better reach this vast and active community.”
The challenge between the two streamers has been contested for some time and at “different altitude.” Nearly a year ago, NBCUniversal had announced a partnership with JetBlue Airways, the large U.S. airline with seatback screens in every seat, on every plane. Claimed to be the “first partnership of its kind between an airline and a streaming service,” the deal quickly lost that record when Paramount+ and Delta announced they would do much the same thing.
PHOTO CREDITS: Marques Thomas su Unsplash