Peacock mobile app redesign adds vertical video and AI search
NBCUniversal has announced its largest Peacock mobile update to date, bringing a short-form Clips Feed, fandom-focused Franchise Hubs and conversational AI search. Testing has begun and will continue into 2027.
Key takeaways
- Peacock announced its largest mobile app redesign on 11 November, per Android Central.
- The update adds a vertical Clips Feed, Franchise Hubs with games and podcasts, and conversational AI search.
- Testing has started and will continue into 2027.
- Netflix already offers vertical feeds, so Peacock is following an industry trend.
In this article
What Peacock announced
NBCUniversal announced a major redesign of the Peacock mobile app on 11 November, according to Android Central. The company describes it as the biggest overhaul of the app so far, and says the changes are meant to deepen engagement with its library of shows, films and sport.
Three features stand out: a vertical video feed, franchise-focused hubs, and a conversational AI search tool. Peacock says testing of the new tools has already started and will continue into 2027.
Short-form video and Franchise Hubs
The new Clips Feed is a dedicated section for short-form, vertical video. Peacock positions it as a different way to discover entertainment and sports titles, rather than scrolling the homepage. The format follows Netflix, which introduced vertical feeds earlier.
Franchise Hubs group content around specific fandoms. Each hub can include interactive games, live moments, related episodes and podcasts. Android Central notes franchises such as Minions, Love Island USA and The Traitors as examples.
Conversational AI search
Peacock is also adding AI-powered search that works as a conversation. Viewers can look up titles by name, or describe a mood or theme and receive suggestions based on that description. The search can be refined as the conversation continues.
Jim Denney, Chief Product Officer for Global Streaming at NBCUniversal Media Group, said the goal is for Peacock to become an entertainment platform where fans can discover and take part, not only watch.
Why it matters
Streaming services are adapting to changing viewing habits, and short-form vertical video has spread from social media into apps such as Netflix and Spotify. Peacock is the latest to adopt it.
Android Central's writer argues the vertical feed is mainly a way to keep viewers in the app longer, and questions whether it genuinely helps discovery. That view is opinion, not a confirmed fact. For readers, the practical change is a busier mobile app with more ways to browse, arriving gradually through testing into 2027.
Sources
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