Comcast Strikes Amazon Deal—Will This Save Peacock’s Streaming Struggles?

Comcast just took a major step forward in its streaming ambitions with an expanded distribution deal that brings Peacock, its flagship streaming platform, to Amazon Prime Video Channels. This move significantly increases Peacock’s visibility, plugging it directly into one of the most trafficked digital ecosystems in the world. With 200 million Prime members globally, Amazon’s platform offers a ready-made subscriber base that could provide the boost Peacock needs to accelerate adoption and close the gap with rivals like Netflix, Disney+, and Max. This is happening at a critical time for Comcast. The company has been reworking its go-to-market broadband strategy, successfully launching the Epic Universe theme park, and streamlining NBCUniversal’s linear assets through its Versant spin-off. As Comcast prepares to onboard the NBA to its media empire this fall, Peacock’s inclusion on Amazon adds to the momentum. But it also raises fresh questions about margins, brand dilution, and whether Comcast can effectively scale a streaming business within its broader ecosystem.