The news: NBC News is introducing an ad-free, subscription-based streaming platform that consolidates its full lineup of content, spanning linear broadcasts, podcasts, live channels from NBC-owned stations, and original exclusive reports, into a single application, per Variety.

Subscribers will also gain access to popular content like “Dateline” and “Today,” along with livestreamed news service NBC News Now. NBC has not stated what the name or subscription price will be for the service.

The trend: NBC News is taking on competitors like CNN while also following the trend of legacy media companies breaking out offerings into multiple services to serve different market segments.

• CNN, owned by Warner Bros. Discovery (WBD), is simultaneously promoting a subscription streaming service that gives subscribers access to its cable network, on-demand special programs, and consistent news coverage not available via linear. Beyond CNN, WBD offers streaming services like HBO Max.
• Fox operates several streaming services: Fox One, offering Fox networks and Fox Sports; Fox Nation, which offers on-demand and exclusive content from Fox News personalities; and Tubi, its free ad-supported streaming TV (FAST) service.
• Disney operates several distinct streaming services, including Disney+, Hulu, and ESPN+, while also maintaining a plethora of linear networks.
• Paramount owns services including streaming subscription platform Paramount+ and FAST platform Pluto TV.
• Meanwhile, NBCUniversal already operates subscription streaming service Peacock and is considering launching a dedicated sports cable network.

Behind the strategy: Companies are operating multiple streaming and TV services to maximize revenue streams, reach diverse audiences, and adapt to shifting consumer behaviors as the landscape becomes increasingly fragmented.

• Offering multiple options makes it likelier that companies will have at least one TV offering that appeals to most consumers. Various services means companies can cater to niche interests and diverse fan bases whose interests range from sports to movies and specific genres—in turn boosting subscriptions and maximizing revenues.
• Companies are looking to keep pace with shifting viewing habits. Over one-quarter of connected TV (CTV) users are spending less time with linear TV, per LG Ad Solutions, while only 18% are watching more linear.