What are we trying to solve?
The business introduced a partner-agnostic capability to sell bi-directional bundled services.
The team, in partnership with Apple, would build a best-in-class bundle, with seamless sign-up and a compelling customer experience for both services.
Objectives:
Business goals: To broadly merchandise across web and on-device, remove barriers to purchasing and account linking, while notifying and reminding customers about offer and access.
Supporting evidence: Offering the bundle could lead to a unique acquisition opportunity, merchandising additional benefits outside of Peacock to get users through the door. Data showed that bundles are a positive retention tactic.
Unique factors: No other streamer in the States had implemented a bi-directional bundle (where customers can purchase a bundle via either streaming service).
Timeline: 10 months for Discovery, Design, and Implementation across all devices, with a launch date of October, 2025.
Success metrics: New paid customer acquisition, customer retention, cancellation rates, upgrades to the bundle for existing Peacock users.
My role:
End-to-end strategic direction and alignment with Sr. Design Director, UX Copywriter, engineering, Research, Apple contacts and Product Managers to create user journeys for all devices, strategic input, presented during stakeholder readouts, ensured design deadlines were on track, participated in engineering reviews.
Impact metrics
Launched on Apple TV & Peacock October, 2025
Subscriptions purchased
As of January, 2026
Subs purchased via both Apple partner and Peacock.Target: 480k year-on-year.
Account linking success
Bundle purchased via Peacock
72% of customers link their Apple accounts post-purchase via CRM.Target: 95% of customers to link their Apple account through messaging.
Streaming Competitors
What is the landscape for various bundles?
Bundles could be an opportunity to acquire users, and one of the best ways to reduce churn, as they are typically locked into special pricing.
We paid careful attention to identify pricing, offer benefits to guide purchases, account creation and account linking when purchasing bundles.
Below is a sample from our research initiative from 2024, outlining a path forward for a potential growth market.
Apple relationship
Beginning our partnership
The Bundle SKU would need to align across both partners, with a monthly subscription for both. Peacock and Apple do have monthly tiers, and would allow users to cancel at any time.
We identified how to split up the work into 6 key work segments for both working teams: 1. Merchandising, Content sampling, Purchasing & account linking (post-purchase), Notifying and reminding of offer and access, Upgrades and Churn/Cancel.
Merchandising across Web & on-device
Leveraging key merchandising moments to motivate adoption
The Project: Cross-integration of content on both platforms
Content upsell for existing users
The Partner Capabilities team worked with the "viewing experience" Product team at Peacock to explore different ways for existing Peacock customers to sample Apple TV+ content.
We aligned with the Apple team to ensure the Peacock content sampling within the Apple TV+ app was consistent with the offering on Peacock, in terms of verbiage and market positioning.
These in-market examples below show how users could sample and purchase the bundle via the Peacock PDP (Show Details) page, or to sample Peacock content from the Apple TV+ hero across TV and iPad.
Removing barriers to purchasing & account linking
Purchase path on Apple TVs
We began the conversation with Apple using low resolution user journeys, then refining after each touchpoint. We ensured messaging was consistent, regardless of where the user purchases the Bundle (either via Peacock or Apple TV+).
The video below illustrates the purchase path from an Apple TV, using the customer's Apple ID to confirm their purchase on a companion device. Post-purchase, the customer receives a Transcomm from Apple, alerting them to link with Peacock.
Purchasing on phone, tablet & Web
Users who are billed via other partners (e.g. Google or Amazon) for either Peacock or Apple TV+ would be able to purchase, and instructed how to resolve duplicate subs.
The journey maps below illustrate the high level purchase paths on Peacock and Apple, created in order to begin the conversation with Apple and our respective engineering teams.
Account linking
Peacock would send users to Apple to complete the linking of their Apple TV+ and Peacock entitlement. We worked closely with our Apple Partners to ensure that we would leverage already existing mechanisms for linking accounts from both engineering teams, and adapted as necessary.
The video below shows an an example of a user that has purchased the Bundle via Peacock and received a comfirmation email to link their Apple TV account with the Bundle.
Notifying & reminding the customer
Taking action to link their account post-purchase
We would perform multiple experiments to achieve a 95% goal for customers to link their accounts. Apple will test a push notification from their Apple TV app to indicate the Bundle is ready to link.
The results
Launched across Apple devices & Web October, 2025
Account linking: 72% success for account linking (bundles purchased via Peacock, then customer links their Apple account). Business goal is for 95% success rate.
Future state: Working with Apple to increase success metrics for account linking and marketing initiatives.