Peacock will now be available to all Instacart+ users, the companies announced today, marking the latest addition to the streaming bundling trend. 

Instacart+ costs $9.99 per month or $99 per year and comes with added benefits such as free delivery on orders over $35 and lower service fees. On its own, Peacock costs $5.99 per month for the ad-supported subscription, which will be made available to Instacart+ users.

Peacock and Instacart will promote their bundle with a holiday-themed campaign that highlights scenes from popular NBCU series such as “The Office” and “The Real Housewives.” The spot will run across NBCU’s linear, streaming and social channels, and Instacart will be featured in NBCU programming such as “Christmas in Rockefeller Plaza” and an episode of “Watch What Happens Live with Andy Cohen.”

As media companies fight tooth and nail to stand out among the proliferating streaming market, partnering with necessity services has become a popular tactic.

Last year, Walmart+ and Paramount+ partnered on a bundle subscription deal, which gave Walmart+ members free membership in the ad-supported version of Paramount. The pairing of entertainment with everyday utilities, including grocery services, is a more recent twist on the Disney bundle model, which positions its lower-cost package of Disney+, Hulu and ESPN+ as an all-you-could-want streaming set. Although Disney is unique in that it has numerous platforms under its control, positioning streaming as a bonus to non-entertainment platforms could have extra benefits for other streamers.

“Peacock and Instacart are both fast-growing brands that aim to deliver a great experience and exceptional value to our customers,” said Annie Luo, executive VP, head of global partnerships and strategic development at Peacock, in a statement. “With TV viewing and grocery delivery at their peak during the holiday season, it’s the perfect time to launch this partnership and lean into big moments across NBCUniversal.”

In general, media companies and retailers have been increasing pushes to share consumer data for better targeting and business attribution measurement. While NBCU and Instacart didn’t specify any partnership details beyond the bundle in its announcement, media companies such as Roku have turned to Instacart for ad capabilities such as measurement on Roku’s demand-side platform. Roku has also partnered with companies such as Walmart and DoorDash for shoppable ad capabilities.

Read more: An ad guide to retail media networks

“Instacart+ helps deliver all of the snacks and beverages a Peacock viewer needs for a must-see TV night,” said Heather Rivera, VP of strategy, partnerships, and corporate development at Instacart, in a statement. “We're excited to marry the convenience of shopping with Instacart with Peacock's unparalleled content offerings. An hour saved on a trip to the store means an hour more of fan-favorite shows from Peacock.”