NBCUniversal and YouTube have finalized a new multi-year agreement that ensures NBCUniversal’s complete range of channels remains accessible on YouTube TV while paving the way for significant streaming and sports enhancements. Announced on Thursday, the deal follows a period of extended negotiations similar to their previous contract renewal in 2021. Although financial specifics were not revealed, the agreement is comprehensive. It guarantees ongoing access to NBCUniversal’s broadcast and cable networks on YouTube TV, including major channels like NBC, Telemundo, Bravo, CNBC, MSNBC, Golf Channel, E!, USA, Syfy, and Oxygen True Crime. Matt Schnaars, President of Content Distribution at NBCUniversal, characterized this initiative as part of a larger strategy for digital growth.
He stated, “We’ve secured long-term access to our full portfolio of broadcast and cable networks on YouTube TV, and we’re advancing our Peacock strategy with an upcoming launch on YouTube Primetime Channels and an ongoing presence on Google TV.” One of the most notable aspects of the agreement is the return of NBC Sports Network (NBCSN), which was originally closed in 2021. This channel will relaunch this fall on YouTube TV, providing fans with greater access to NBCUniversal’s extensive sports programming. NBCSN will complement the sports content already offered on NBC’s broadcast network, enhancing the company’s capacity to reach viewers who prefer cable-style packages over direct streaming.
Analysts suggest that this relaunch may align with NBCUniversal’s strategy to balance its investments in Peacock while still generating revenue from traditional carriage fees. As sports rights gradually transition to streaming exclusives, reintroducing NBCSN presents an opportunity to monetize audiences that have not yet switched to Peacock. Furthermore, Peacock, NBCUniversal’s primary streaming service, will soon be available as a subscription through YouTube’s Primetime Channels, providing Google users with an additional way to access its library of original content, live sports, and films. The deal also broadens Peacock’s accessibility across Android devices, Google Play, and Google TV. Additionally, it enhances NBCUniversal’s content presence on YouTube itself.
Short-form clips, highlights, and full episodes from NBCUniversal programming will continue to be featured on YouTube, keeping audiences engaged with the company’s brands. The partnership also guarantees that films and TV shows from Universal Pictures Home Entertainment will remain available for digital purchase or rental on Google TV, YouTube, and YouTube TV. Iconic titles from NBCUniversal’s library will continue to be streamed on YouTube Premium and free ad-supported platforms through YouTube’s Primetime Content. For NBCUniversal, this agreement strikes a crucial balance between promoting Peacock as a direct-to-consumer service and maintaining revenue through channel carriage fees.
For YouTube TV subscribers, it ensures long-term stability for some of the most popular cable and broadcast networks, along with new offerings such as the returning NBCSN. As streaming platforms evolve, this partnership illustrates how traditional media companies and digital-first distributors are collaborating to adapt to changing viewing preferences.