Peacock Eyeing Super Bowl LX as Platform’s Single-Largest Streaming Event
January 26, 2026
With the Seattle Seahawks set to play the New England Patriots in Super Bowl LX on Feb. 8 — a West Coast vs. East Coast duel and a rematch of Super Bowl XLIX (Feb. 1, 2015) that saw Tom Brady’s Patriots win on a goal line stand — NBCUniversal’s Peacock streaming service is looking for record viewership.
The streamer will share exclusive distribution rights with NBC Sports.
Last year’s Super Bowl, which saw Fox Sports share live distribution rights with its free ad-supported VOD platform Tubi, generated a record 127.7 million viewers.
NBC will use the Super Bowl as a launchpad for its exclusive distribution (with Peacock) of the Milano Cortina Winter Olympics, which runs Feb. 6 through Feb. 22.
NBC/Peacock’s most-watched NFL divisional playoff game on record is this month’s Los Angeles Rams vs. Chicago Bears contest, which averaged 45.4 million viewers. The game marked NBC Sports’ largest NFL simul-stream audience ever.
Peacock also contributed to NBC’s “Sunday Night Football” record-setting 2025 season, averaging 23.5 million cross-platform viewers (NBC Sports and Peacock). The streamer saw notable streaming growth tied to NFL content, with viewing increases of 16% in some monthly Nielsen data.
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