NBCUniversal‘s Peacock is integrating Dolby‘s full set of picture and sound technology, calling the move a streaming first.
Announced Monday evening at CES in Las Vegas, the initiative is designed to make pay-1 movies from Universal, marquee live sports like the NFL, NBA and Premier League more engaging. Dolby Vision and Dolby Atmos will be rolled out later this year on live sporting events on Peacock, which is also integrating Dolby Vision 2 and Dolby AC-4 after their launch later in 2026.
At 41 million subscribers, Peacock significantly trails other subscription players in streaming. It phased in a price hike last fall, adding $3 to the monthly cost of Peacock Premium, which is now $10.99. The Winter Olympics in Milan-Cortina, Italy, along with the Super Bowl and NBA All-Star Game, will make February a powerhouse month for Peacock and could help move the subscriber needle.
Dolby says its tools address streaming viewer complaints that the picture can be too dark in certain scenes. They say they also make color more vibrant and dialogue clearer and crisper, while also providing enhanced sonic atmosphere from sports venues.
“Peacock is raising the bar for what streaming entertainment can be with Dolby,” said John Couling, SVP of Entertainment at Dolby Laboratories. “This partnership reflects our vision to push the boundaries of live sports and entertainment, delivering experiences that truly stand apart. With Dolby, Peacock stands as the premier destination for viewers who expect nothing less than exceptional entertainment at home.”
David Bohunek, SVP of Global Video Engineering at NBCU, said the Dolby partnership aims to ensure that viewers are experiencing programming “exactly as creators intended – with breathtaking picture and immersive sound that brings every moment to life.”