Why Does Peacock Still Share Sports With Broadcast?

Matt Strauss says about 20% of television households in the country still use over-the-air antennas. Picture quality is excellent at the right look angle to pick up the signal.

Growing broadcast ratings does not mean more people are putting antennas up. NBCUniversal still builds live sports around broad reach: the NFL, the NBA, MLB, the Big Ten, the Premier League, and the Olympics with the IOC. In 2026, almost every sport in that lineup has continued to grow ratings and reach new audiences. Peacock carries sports too, and games are not reserved only for the streaming service. Broadcast and streaming are managed as one portfolio, not as two businesses sitting next to each other.