Peacock has already tested the ability of Days to woo customers by airing a couple of exclusive Days-branded miniseries on the platform.

NBCU has also decided to forgo the not-insignificant advertising revenue it gets from NBC programs appearing next-day on Hulu in order to move that encore window over to Peacock starting next month.ĭespite a very strong first quarter - boosted by the Super Bowl, the Olympics, Bel-Air, and Marry Me - the streamer’s growth stalled during the spring, bringing new urgency to NBCU’s effort to grow its subscriber base. The streamer has made a point of targeting various fandoms as it tries to build its subscriber base, spending big to become the home of WWE on streaming, for example. Days has been the least-watched of the four remaining network daytime dramas for years now, making it increasingly difficult for NBC execs to justify keeping the show around absent reduced license fees (which Sony has largely been able to deliver).īut while it may not be massive, the Days audience remains incredibly loyal, and NBCU/Peacock execs are hoping it will follow the show to Peacock. in association with Sony Pictures Television, has dodged cancellation multiple times over the past 15 years, with Sony and NBC often engaged in very last-minute negotiations to hammer out deals that make financial sense to both parties. In the case of Days, there has been industry speculation about it jumping to Peacock for some time now. It comes as two other major broadcast titles - Thursday Night Football and ABC’s Dancing With the Stars - prepare to shift to streaming this fall.

The move will end the show’s 57-year run on broadcast television and also marks the exit of NBC from a genre it pioneered 73 years ago with the launch in 1949 of These Are My Children, widely credited as TV’s first-ever daytime sudser. Like sands through the hourglass, another iconic TV title is switching to streaming: NBC’s Days of our Lives will become a Peacock exclusive starting September 12, Vulture has learned.

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