Peacock is NBCUniversal's direct-to-consumer streaming service; NBCUniversal is a subsidiary of Comcast Corporation (NASDAQ: CMCSA), and Comcast's 2025 Form 10-K reports 44 million paid Peacock subscribers. The app is governed by the NBCUniversal Privacy Policy, which covers collection of contact, demographic, device, and detailed usage data — including browsing activity, scrolling and keystroke activity, and videos viewed with duration — plus geolocation and household-level data purchased from commercial sources. NBCUniversal discloses personal information to its Comcast "Related Businesses" (including Xfinity and Sky), sells or shares identifiers, internet activity, and geolocation with advertising partners under CCPA definitions, and operates the NBCUnified identity platform built on more than 150 million person-level IDs. Peacock and NBCUniversal have faced Video Privacy Protection Act class actions alleging viewing-history sharing via the Meta Pixel and analytics SDKs (allegations, not adjudicated findings). NBCUniversal honors legally recognized opt-out signals such as Global Privacy Control where required, but does not respond to Do Not Track.
TIMELINE
NO ENTRIES ON FILE YET.
ULTIMATE PARENT
TOOLS WE RECOMMEND
PLUS
RECEIPTS
15 ON FILE
COLLECTION
Peacock's Apple App Store privacy label, based on the developer's own declaration, states that purchases, location, contact info, identifiers, and usage data may be used to track users across apps and websites owned by other companies.
NBCUniversal's California Notice states it collects geolocation data derived from IP address or Wi-Fi triangulation, and asks permission before collecting precise GPS-based location from mobile devices; geolocation is among the categories disclosed to advertising partners.
Peacock is governed by the NBCUniversal Privacy Policy, which states that NBCUniversal automatically collects detailed usage data including browsing activity, scrolling and keystroke activity, search terms, and the content (including videos) a user views and for how long; events occurring offline may be logged and uploaded on reconnection.
NBCUniversal plainly discloses its parent in its own corporate materials, stating in its NBCUnified announcement that "NBCUniversal is a subsidiary of Comcast Corporation."
Comcast Corporation's Form 10-K for fiscal 2025 (filed February 3, 2026) identifies Peacock as Comcast's direct-to-consumer streaming service within its Media segment and reports 44 million paid Peacock subscribers as of 2025, making the ownership chain (Peacock → NBCUniversal → Comcast, NASDAQ: CMCSA) fully documented in SEC filings.
The governing privacy policy discloses the corporate family up front, stating that NBCUniversal is part of the Comcast family of companies including Xfinity and Sky, and NBCUniversal maintains a single consolidated privacy center covering its policy, cookie notice, and state notices.
NBCUniversal operates NBCUnified, a first-party identity platform announced in 2022 that combines consumer data across streaming, ecommerce, and theme parks into person-level advertising IDs, with a data marketplace that combines these profiles with third-party licensed data for advertiser matching.
A proposed class action filed October 26, 2023 (Afriyie et al. v. NBCUniversal Media, LLC et al., S.D.N.Y.) alleges that NBCUniversal and Peacock TV shared subscribers' personal data and video-viewing histories with third parties such as Adobe and mParticle through SDKs embedded in the Peacock, CNBC, NBC News, and NBC Sports apps; these are allegations, not adjudicated findings.
The data flow with the Comcast family runs both directions: NBCUniversal's California Notice states it receives categories of personal information from Comcast and its subsidiaries, and the same notice lists identifiers, internet activity, and geolocation as categories it "sells" or "shares" with advertising partners and certain third-party partners.
NBCUniversal's privacy policy permits disclosing personal information, including information that personally identifies users, to its Comcast-family "Related Businesses" (which include Xfinity and Sky) for purposes including marketing and advertising.
In 2023, Peacock subscribers filed a proposed class action in Florida federal court alleging Peacock TV violated the Video Privacy Protection Act by embedding the Meta Pixel on its website and sharing subscribers' video viewing histories and Facebook IDs with Facebook; these are allegations, not adjudicated findings.
In December 2023, Comcast's Xfinity unit — Peacock's corporate affiliate, not Peacock itself — disclosed a data breach tied to the CitrixBleed vulnerability affecting 35.9 million customers; this is relevant to Peacock users because NBCUniversal's privacy policy permits data flows between NBCUniversal and Comcast-family businesses.
The NBCUniversal Cookie Notice, which covers Peacock, describes a wide range of tracking technologies — including SDKs, web beacons, and embedded scripts — used by NBCUniversal and third parties, and names advertising providers with individual opt-outs including Google, Facebook, LiveRamp, and The Trade Desk.
NBCUniversal's California Notice states it does not respond to browser Do Not Track signals, while noting that legally recognized opt-out preference signals (such as Global Privacy Control) are honored in accordance with applicable law.
NBCUniversal's privacy policy states its video services may embed Nielsen's proprietary audience-measurement software, with an opt-out available through Nielsen's digital privacy page rather than in-app.