TV Everywhere_
TV Everywhere_
TV Everywhere was NBCUniversal’s cross-platform streaming initiative, delivering a suite of branded apps that allowed users to watch live and on-demand content from 16 NBCU networks. Built on a shared design system, the platform enabled seamless navigation between shows, channels, and devices—spanning mobile, OTT, and gaming environments.
The Challenge
NBCUniversal needed to provide audiences with a seamless way to access and switch between live and on-demand content across its vast portfolio of network brands.
The Insight
Viewers didn’t see networks—they saw their favorite shows. To compete in a fragmented streaming landscape, NBCU needed to present a cohesive experience that respected user behavior while offering freedom of choice across brands.
The Solution
Designed and launched a unified, configurable streaming app platform across Android, iOS, Apple TV, Roku, and Xbox, enabling effortless discovery and playback across 16 NBCU networks—all within a consistent, user-friendly experience.
The TV Everywhere initiative drove a 66% year-over-year increase in app downloads and a 146% rise in total video streams. A companion behavioral marketing campaign (“Best Ever”) reinforced the product’s cross-network value and delivered over 1 billion media impressions, 383,000+ earned social engagements, and was recognized as a Finalist for Best Multi-Platform Campaign.