NBCUniversal Debuts “Live In Browse” Feature On Peacock And Other Ways To Help Advertisers And Viewers Connect [Video]

NBCUniversal is rolling out a “Live in Browse” feature on Peacock along with other advertising capabilities aimed at improving engagement and arming brands with more data.

The media giant made the announcement at CES, where it is joining Disney, Fox, Warner Bros. Discovery and other entertainment players leaning into technology. The new offerings are under NBCU’s One Platform umbrella and come as the media company gears up for its 100th anniversary in the fall of 2026.

“Live in Browse” highlights live events on the home page of Peacock, automatically playing in the top row when the app is opened. NBCU also said its “pause ad” format, introduced several years ago, will now be available during live events. Peacock early on after launching in 2020 put an emphasis on live sports and news. NBCU said pause ads have driven upticks of 43% in both site visits for brands as well as memorability compared with standard ads.

Another area getting a boost …