Peacock's exclusive JetBlue deal aims to attract more subscribers

NBCUniversal’s Peacock has been named the exclusive streaming partner for JetBlue in a deal that will begin this spring. The partnership, which includes a one-year subscription for JetBlue loyalty members, continues a trend of bundles between media companies and consumer brands in streamers’ bids to acquire subscribers. As inflation and a looming recession prompt consumers to be more selective with subscriptions, streaming services have sought more ways to increase value for consumers and stand out against the competition. Consumer churn and subscription hopping have become prime points of concern for streamers over the past year as Netflix saw its first major user exoduses and Disney reported huge hits to revenue in their digital offerings. In addition to Peacock benefits being added to JetBlue’s TrueBlue loyalty program, members will be gifted a one-year subscription to the streamer and the ability to participate in special promotions that will earn points applicable to renewing the subscription. The partnership will also offer “personalized marketing communications, experiential activations and additional surprise and delight moments,” according to the partnership’s press materials. This deal follows a trend of similar partnerships, such as one struck between Paramount+ and Walmart in August. Check out the latest Ad Age events and award programs The partnership will include a selection of Peacock original series and films, including “Bel-Air,” Rian Johnson’s upcoming “Poker Face” and “Pitch Perfect: Bumper in Berlin,” available to watch on JetBlue's seatback screens. Travelers will also be able to access Peacock’s full library on their own devices using JetBlue’s in-flight wifi, free to all passengers. “JetBlue has a long history of providing industry-leading inflight entertainment and connectivity, and our partnership with Peacock will seamlessly integrate into our TrueBlue program giving customers access to content throughout their travel journey and beyond,” Jayne O’Brien, head of marketing and loyalty at JetBlue, in a statement. Annie Luo, executive VP of global partnerships and strategic development at Peacock, said that "as we were working to bring Peacock to viewers at 30,000 feet, JetBlue emerged as the perfect like-minded partner—a brand that puts its customers first, prides itself on innovation and believes that you can do it all and have some fun in the process."

Peacock's exclusive JetBlue deal aims to attract more subscribers

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