NBCUniversal's Peacock ends phase one of the streaming era; phase two will test theory of disruption
are among the largest companies laying the groundwork for a mass transition in media consumption, but their products also work as complements to traditional TV rather than replacements. Still, there's an assumption that streaming services will one day function as replacements, even if the end result is a bundle of streaming services that looks like a skinnier version of traditional TV with better user functionality that's available on all devices all over the world.
"When disruptive products enter a market, they typically are worse in some meaningful way relative to traditional products," Hindo said. "Their appeal will initially be to certain segments of the market who are willing to accept trade-offs for new benefits." Historically, publicly traded incumbents, such as Disney and NBCUniversal, have been poorly positioned to keep up with disruptors, said Hindo. They are too wedded to profitable models to purposefully innovate against themselves with niche products that come with disadvantages.
That means new NBCUniversal CEO Jeff Shell stands to lose $7 to $9 per month for a given household that cuts the cord on cable. Simply swapping in Peacock for cable TV, a product that's either free, $5 or $10, is probably going to be a money-losing proposition.
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