Late-night sports fans, reality TV buffs, and Sunday football devotees can breathe a sigh of relief—at least for now. After a tense standoff that threatened to pull NBCUniversal channels from YouTube TV, the two media giants have struck a multiyear distribution agreement, ensuring that NBC’s vast array of programming remains available to nearly 10 million YouTube TV subscribers across the United States. The deal, finalized just after the previous contract expired on September 30, 2025, marks both a reprieve for viewers and a sign of how fiercely competitive the streaming TV landscape has become.
The drama began in the final days of September, when negotiations between YouTube TV and NBCUniversal hit a wall. According to reporting from On3 and CNBC, both companies fired off public statements warning of a possible blackout. NBCUniversal accused YouTube TV of “refusing the best rates and terms in the market, demanding preferential treatment and seeking an unfair advantage over competitors to dominate the video marketplace – all under the false pretense of fighting for the consumer.” The company warned that, without a deal, “YouTube TV customers will lose access to NBCUniversal’s premium programming.”
YouTube TV, meanwhile, argued that NBCUniversal was asking for more money than it charges consumers for its own streaming service, Peacock. “NBCUniversal is asking us to pay more than what they charge consumers for the same content on Peacock, which would mean less flexibility and higher prices for our subscribers,” YouTube TV said in a statement to CNBC. The company promised that, if a blackout occurred and NBC content became unavailable for an extended period, it would offer subscribers a $10 credit.
As the midnight deadline approached on September 30, 2025, negotiations remained tense. John Ourand of Puck reported that the two sides were “still far apart” on key issues, particularly YouTube TV’s push to include Peacock programming directly in its offerings. According to LightShed’s Rich Greenfield, YouTube TV was already paying more than $10 per subscriber per month for NBCUniversal channels, while Peacock was running promotional offers at just $25 per year. The difference in pricing, and the question of how to bundle streaming content, was at the heart of the dispute.
For sports fans, the stakes were especially high. NBC holds the broadcast rights to some of the biggest events in American sports, including Sunday Night Football and major college football matchups. The timing of the contract expiration threatened to disrupt two high-profile games scheduled for October 4: Boise State at Notre Dame and Minnesota at Ohio State, both set to air on NBC. The following day, the New England Patriots were set to take on the Buffalo Bills in the NFL’s marquee Sunday night slot. Losing access to NBC channels would have left YouTube TV subscribers in the lurch just as the fall sports season was heating up.
Fortunately for viewers, the two companies hammered out a short-term extension at the eleventh hour, keeping NBCUniversal programming on YouTube TV while they worked out the final details of a longer-term deal. On October 2, 2025, NBCUniversal and Google (YouTube TV’s parent company) announced that they had reached a multiyear distribution agreement. The new deal not only keeps NBC and its suite of cable networks—Bravo, CNBC, Golf Channel, E!, Oxygen True Crime, MSNBC, USA, Syfy, Telemundo, and Universo—on YouTube TV, but also brings the newly relaunched NBC Sports Network (NBCSN) back to the platform later this fall. NBCSN, which had been shuttered in 2021, is set to return with a focus on complementing the sports properties showcased on the main NBC network.
The agreement also represents a strategic win for both companies in the ongoing battle to capture viewers in a fragmented media landscape. As reported by Variety, YouTube TV remains the largest internet pay-TV service in the U.S., with an estimated 9.5 million customers as of the end of 2024, according to research firm MoffettNathanson. The deal ensures that NBCUniversal’s content continues to reach this massive audience, while YouTube TV retains a critical lineup of must-see programming that helps it compete with rivals like Hulu + Live TV, Sling TV, and traditional cable providers.
The partnership doesn’t stop at live and on-demand TV. Under the terms of the new agreement, Peacock—NBCUniversal’s flagship streaming service—will soon be available as a subscription through YouTube Primetime Channels, a third-party subscription hub that operates independently from YouTube TV itself. This move is expected to give Peacock additional exposure and provide YouTube users with more flexibility in how they access premium NBC content. Additionally, the companies have extended Peacock’s availability across Google’s Android platforms, including Google Play and Google TV, further broadening the reach of NBCUniversal’s streaming library.
“Our new agreement with Google is a clear win for both our business and our viewers—underscoring the enduring value of our must-see shows, films, sports, and live events while expanding our reach to even more audiences,” Matt Schnaars, NBCUniversal’s president of platform distribution and partnerships, said in a statement published by Variety. “We’ve secured long-term access to our full portfolio of broadcast and cable networks on YouTube TV, and we’re advancing our Peacock strategy with an upcoming launch on YouTube Primetime Channels and ongoing presence on Google TV. This agreement positions us for continued growth and reflects our commitment to delivering exceptional entertainment to fans across platforms.”
Justin Connolly, VP and global head of media and sports at YouTube, echoed the sentiment: “This deal builds on our long-standing partnership with NBCU while addressing the evolving media landscape and recognizing the importance of making content available where and how viewers want to watch it. We are pleased to have reached this agreement and look forward to continuing our partnership to serve billions of viewers around the world.”
The pact goes beyond just channel access. According to Variety, the agreement also includes a long-term deal for short-form clips, highlights, and shows from NBCUniversal’s premium programming to appear on YouTube. It extends the availability of Universal Pictures Home Entertainment films and TV shows for purchase or rental on Google TV, YouTube TV, and YouTube, and makes NBCUniversal’s library films available to stream via YouTube Premium and YouTube Free Primetime Content.
However, not all negotiations ended so amicably. In a separate development, YouTube TV dropped Univision and other TelevisaUnivision-owned networks after the two sides failed to reach a carriage renewal agreement by September 30, 2025. The loss of these channels highlights the ongoing volatility and complexity of modern streaming TV deals, where content providers and distributors frequently clash over pricing, bundling, and platform exclusivity.
Looking ahead, NBCUniversal’s cable networks (excluding Bravo) are slated to become part of the Versant spin-off, a transaction expected to close by the end of 2025. This move could further reshape the cable and streaming landscape as companies seek new ways to package and monetize their content.
For now, though, YouTube TV subscribers can rest easy knowing that their favorite NBC shows, sports, and live events aren’t going anywhere. The deal’s resolution is a testament to the high stakes and shifting alliances that define the streaming age—where content is king, and the battle for viewers is as fierce as ever.
