Peacock Deepens Mobile Engagement With Vertical Video and Original Unscripted Microdramas

Peacock is expanding its content strategy with the debut of its first original vertical microdrama, Campus Confidential, a new unscripted series from Bravo. The series marks Peacock’s latest step in a broader push into vertical video and made-for-phone experiences, designed to deepen engagement among existing users and give fans more ways to connect with NBCUniversal’s franchises.

“We’re trying to give people reasons to open up our app every single day, and we know the value of one incremental hour per user per month, we know the value of a user who spends one more day on our platform,” said Matt Strauss, chairman of NBCUniversal Media Group, in an interview with The Hollywood Reporter. “We’re being very surgical, identifying the fandoms that we believe we can super serve, and how do we drive and generate more of that share of time by ensuring that we are the absolute best destination for these fans to want to spend more of their video calories on Peacock.”

Alongside the new original programming, Peacock is investing in technology to support its vertical video ambitions. New features include an AI-powered Andy Cohen experience that guides viewers through Bravo clips, as well as technology that automates the conversion of live and on-demand video from horizontal to vertical formats. The technology can also be applied across Peacock’s broader content library, making it easier to adapt programming for mobile viewing.

Peacock will also introduce a dedicated vertical video feed, initially focused on clips, with the personalized Your Bravoverse experience set to launch later this summer.

As Peacock continues to expand its mobile offerings, the company sees vertical video as another way to drive engagement, extend the reach of its franchises and meet fans where they are already consuming content.