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Instacart+ to Include Peacock Premium Streaming Subscription
The popular grocery delivery service Instacart is adding a streaming benefit to its premium memberships thanks to a new partnership.
About the partnership and offer:
Now, an Instacart+ membership will include a subscription to Peacock Premium. This new benefit comes at no additional cost as Instacart+ will retain its current $99 per year or $9.99 per month pricing. Peacock Premium is the ad-supported tier of NBCUniversal’s streaming service, allowing customers to watch original films/series, classic favorites, live sporting events, and more. According to an Instacart FAQ, this offer is only good for Peacock Premium, meaning that customers will not have the option of upgrading to the ad-free Peacock Premium Plus.
The Peacock Premium perk joins Instacart+’s lineup of other benefits. With a membership, Instacart customers receive free delivery on orders over $35, lower service fees, and a 5% credit back when they opt to pick up orders instead.
Related:
The inclusion of Peacock in an Instacart+ membership is reminiscent of the partnership Walmart+ formed with Paramount+ last year. Like Instacart, Walmart+ offers members free home delivery for groceries, as well as other store items. Additionally, Walmart+ users enjoy fuel discounts, Scan & Go access, and a complimentary Paramount+ subscription. Currently, Walmart+ costs $98 per year or $12.95 per month.
What they’re saying:
Announcing the new benefits, Instacart VP of Strategy, Partnerships, and Corporate Development Heather Rivera said, “Instacart+ helps deliver all of the snacks and beverages a Peacock viewer needs for a must-see TV night. We’re excited to marry the convenience of shopping with Instacart with Peacock’s unparalleled content offerings. An hour saved on a trip to the store means an hour more of fan-favorite shows from Peacock.”
On the other end of the deal, Peacock EVP and Head of Global Partnerships and Strategic Development Annie Luo said, “Peacock and Instacart are both fast-growing brands that aim to deliver a great experience and exceptional value to our customers. With TV viewing and grocery delivery at their peak during the holiday season, it’s the perfect time to launch this partnership and lean into big moments across NBCUniversal.”
My thoughts:
On paper, the addition of Peacock Premium to Instacart+ is a value worth $59.99 per year or $5.99 per month. Of course, the actual value will depend on how much use customers get from the subscription. On top of that, with Peacock previously offering yearly deals for as low as $20, perhaps that near-$60 figure is a bit inflated.
With that said, considering that this benefit comes with no hike to the price of Instacart+, there’s really no downside for current members or prospective members who can already make use of the delivery and pick-up order discounts. For those consumers, this is certainly a win.
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