Peacock is working with creators to bring new scripted shows to its platform. This is a part of a bigger push from NBCUniversal to turn digital talent into long-term collaborators.
The platform’s success
The NBCUniversal Creator Accelerator, announced last year, is starting to show results. The company has greenlit several creator-led series for Peacock, including shows from TikTok creators Chris Olsen, Eitan Bernath and Victoria Browne. NBCUniversal says this is just the start. The plan is to produce more creator-fronted content with full studio support, spanning development, production and distribution.
Creator partnerships help Peacock stand out
The streaming platform has struggled to compete with Netflix, Hulu and Prime Video on original content. Partnering with creators who already have built-in audiences gives Peacock a way to stand out. It also positions creators as more than just influencers; they are now given the opportunity to be showrunners, stars and producers.
Each show currently in development came directly from the NBCUniversal Creator Accelerator. The program was designed to help social media talent move into traditional entertainment. Instead of just inviting creators to participate in branded content, NBCUniversal is offering access to internal teams, training and long-term production deals.
Long term opportunities for creators
Peacock’s deal with Chris Olsen is a clear example. Olsen, who has over 10 million followers across TikTok and Instagram, is developing a scripted comedy. Eitan Bernath, known for his food content and work with the White House, is working on a cooking-themed series. Victoria Browne’s series is in development as well. All three are active on social and already familiar to younger viewers, especially Gen Z.
Instead of chasing views on TikTok or YouTube, creators working with Peacock have the chance to build sustainable careers in TV and film.
Peacock’s scripted creator shows are set to premiere later this year.
Featured image courtesy: Peacock