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Peacock and Amazon Reach Agreement to Add Streaming App to Fire TV Devices

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Angela Lang / CNET

Peacock – the partially free and partially paid streaming service of Comcast‘s NBCUniversal – will finally hit Amazon’s Fire TV devices on Thursday, more than a year after the app’s launch and a month before Peacock begins streaming the Olympics in the US.

Amazon mocked the news earlier on Twitter with a reference to The Office, one of the marquee titles that Peacock exclusively airs.

In addition to adding Peacock to the Fire TV and Fire tablets, the companies’ agreement adds support for NBCUniversal’s network applications on Amazon’s platform, they said in announcing the deal on Wednesday. NBCUniversal’s 15 network apps include NBC, Bravo, NBC News, NBC Sports, and Telemundo.

Streaming rose in popularity during the pandemic, and Amazon’s Fire TV products are among the most popular devices to stream on televisions in the U.S. Rivaling Roku in scope, those two companies make up 70% of all streaming devices installed in the US, reaching more than 100 million active users between them.

But instead of serving as neutral platforms for apps, Amazon and others like it have become more assertive in their conversations with new streaming services in the last year. And media companies have invested more in getting the highest possible payoff from their streaming bets, leading to a stalemate. HBO Max, for example, what missing on both Roku and Fire TV for months after its release in May.

Peacock is now available on a host of TV streaming devices, including Google’s Roku, Apple TV, Android TV and Chromecast, Microsoft’s Xbox One, and PlayStation 4. The Peacock app is also available on Vizio’s SmartCast TV and LG Smart TV, and the service can also be viewed on mobile devices.

Compete with people like Netflix, Disney Plus other HBO max., Peacock is another new service to be deployed in the so-called “streaming wars,” when a flood of services poured out from the tech and media giants for about a year and a half. In Peacock’s case, it means that even a traditional cable and television company like Comcast is betting that the tide of cable cutting will not turn.

Unlike its streaming service rivals, Peacock offers an always free tier, allowing you to test approximately half of your library with advertising. Peacock Premium, which unlocks the full catalog, costs $ 5 a month or $ 50 a year with advertising, or you can upgrade to an ad-free version for $ 10 a month or $ 100 a year.

The library has over 20,000 hours of shows, movies, news, sports, sketch-style clips, and exclusive, big-budget original programming.

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