Hayu
Hayu is NBCUniversal's international streaming service dedicated exclusively to reality TV, offering ad-free, same-day-as-US access to over 300 shows and 10,000+ episodes for consumers in the UK, Ireland, and Australia via direct subscription and a Sky Ultimate TV bundle.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Hayu does
Hayu is NBCUniversal's international streaming service dedicated exclusively to reality television, launched in 2016 and operated through the UK-incorporated entity Universal Pictures Subscription Television Limited. The service offers ad-free, on-demand streaming of over 300 reality TV shows and more than 10,000 episodes — including Bravo franchises (The Real Housewives across multiple international editions, Below Deck, Vanderpump Rules, Summer House, Southern Charm), Peacock Original titles, and other NBCUniversal reality programming — with new episodes typically available the same day as their US broadcast. The platform is accessible via web, iOS and Android mobile apps, major smart TV platforms (Samsung, LG, Android TV, Apple TV, Amazon Fire TV), and streaming devices (Chromecast, AirPlay), with offline download support.
The business runs a direct-to-consumer subscription model with three pricing tiers: a Monthly Plan at £4.99, a 6-Month Plan at £23.99 (19% saving), and an Annual Plan at £43.99 (25% saving), all including a 7-day free trial for new users. The primary customer segment is reality TV enthusiasts seeking same-day access to US reality programming outside the United States, particularly in markets where Bravo content is otherwise unavailable without US cable credentials. Geographic focus is concentrated in the UK, Ireland, and Australia.
Distribution is anchored by direct subscription via hayu.com and a flagship bundling partnership with Sky, under which Hayu is integrated into the Sky Ultimate TV package in the UK and Ireland alongside Netflix, Disney+, and HBO Max, with native Sky OS features including unified search, voice control, and Continue Watching. Hayu is wholly owned by NBCUniversal (a subsidiary of Comcast Corporation), functions as the international counterpart to Peacock in the US market, and operates with a small team of 11-50 employees that draws on shared parent-company content, technology, and marketing infrastructure.
Hayu firmographics
Firmographics- Name
- Hayu
- Legal name
- Universal Pictures Subscription Television Limited
- Website
- https://get.hayu.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hayu is NBCUniversal's international streaming service dedicated exclusively to reality TV, offering ad-free, same-day-as-US access to over 300 shows and 10,000+ episodes for consumers in the UK, Ireland, and Australia via direct subscription and a Sky Ultimate TV bundle.
- Ownership category
- akta.pro rank
Hayu industry classification
Industry- Product category
- Reality TV Video Streaming
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG)
Keywords
Where Hayu is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hayu business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Subscription Streaming: Hayu generates revenue through direct-to-consumer subscription model with three tiers: monthly (£4.99), 6-month (£23.99), and annual (£43.99). All plans include 7-day free trial. Auto-renews at end of each billing period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription at £4.99 per month |
| Subscription | Multi-year contract | 6-month plan at £23.99, saving 19% |
| Subscription | Annual | Annual plan at £43.99, saving 25% |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Hayu product offering
Product offeringCore offering
Hayu is a subscription video-on-demand streaming service dedicated exclusively to reality television, offering ad-free, on-demand access to over 300 reality TV shows and more than 10,000 episodes, with new episodes typically available the same day they air in the United States. The service distributes Bravo and Peacock Original reality titles internationally (outside the US), accessible across web, mobile, tablet, smart TVs, and major streaming devices via three subscription tiers.
Product overview
Hayu is NBCUniversal's streaming service dedicated entirely to reality TV. The product portfolio consists of a single streaming platform offered through three subscription tiers: Monthly Plan (£4.99/month), 6-Month Plan (£23.99), and Annual Plan (£43.99). All plans provide ad-free, on-demand access to over 300 reality TV shows and 10,000+ episodes, with content available the same day as US broadcast. The service features shows from franchises including The Real Housewives (multiple international editions), Below Deck (Mediterranean, Down Under, Sailing Yacht, Adventure), Vanderpump Rules, Summer House, Southern Charm, and numerous other reality programming. Hayu is accessible across web, mobile apps (iOS/Android), smart TVs (Samsung, LG, Android TV, Amazon Fire TV, Apple TV), and streaming devices (Chromecast, AirPlay, Xbox).
Differentiator
Problem solved
Functional benefit
Products and services
- Hayu Streaming Service NBCUniversal's reality TV streaming service offering ad-free, on-demand access to over 300 reality TV shows and 10,000+ episodes from franchises including The Real Housewives (multiple editions), Below Deck, Vanderpump Rules, Summer House, Southern Charm, and Keeping Up With the Kardashians, with new episodes typically available the same day as US broadcast. Targeted at international viewers (outside the US) who want comprehensive, ad-free access to US reality content across web, mobile, tablet, smart TV, and streaming devices.
Companies that use Hayu
Customer profileSegments2 records
Ideal customer profiles1 record
Hayu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Hayu partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- SkyflagshipSky partnered with Hayu to bundle the streaming service into Sky Ultimate TV package alongside Netflix, Disney+, and HBO Max. Hayu is integrated into Sky OS with unified search, voice control, and Continue Watching features. Hayu full catalogue launch on Sky planned for July, with preview of 150+ episodes available earlier to Sky Ultimate subscribers at no additional cost.
- NetflixcoreNetflix bundled with Sky Ultimate TV alongside Hayu, Disney+, and HBO Max as part of Sky's bundled subscription strategy offering multiple streaming services in a single subscription.
- Disney+coreDisney+ bundled with Sky Ultimate TV alongside Netflix, HBO Max, and Hayu. Multi-year deal with Disney includes Disney+ Standard with Ads available to eligible Sky TV subscribers at no extra cost.
- HBO MaxcoreHBO Max bundled with Sky Ultimate TV alongside Netflix, Disney+, and Hayu. HBO Max Basic with Ads included at no extra cost for NOW Entertainment members, launching March 26.
- NBCUniversalcoreHayu is NBCUniversal's streaming service dedicated to reality TV, offering access to select Bravo and Peacock Original titles outside the US. NBCUniversal provides content library and parent company support for the Hayu platform.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Hayu competitors and assessment
Company assessmentBroad incumbents
- Netflix: Global generalist streaming leader that carries significant reality content (Selling Sunset, Love Is Blind, Too Hot to Handle) and is bundled alongside Hayu in Sky Ultimate TV. Represents the dominant competitor for reality TV viewers' subscription dollars outside the US.
- HBO Max: Premium generalist streaming service bundled alongside Hayu in Sky Ultimate TV. Carries reality franchises and competes for entertainment subscription share in the same international markets Hayu serves.
- Peacock: NBCUniversal's US-market streaming service and sibling platform to Hayu. Both share NBCUniversal content pipelines, including Bravo reality programming, but Peacock serves the US while Hayu is positioned internationally — making them sister services with overlapping content but non-competing geographies.
- Paramount+: Generalist streaming service with reality content including MTV, VH1, and Bravo-style programming. Competes with Hayu for international reality TV subscribers with a broader content library and global marketing scale.
- Disney+: Major generalist streaming service bundled alongside Hayu in Sky Ultimate TV. Carries The Kardashians (Hulu Original internationally) and other reality-adjacent content — representing direct competition for the same reality TV viewing occasions.
Emerging players
- Pluto TV: Free ad-supported streaming (FAST) service from Paramount offering curated linear channels including reality TV. Competes with Hayu for reality viewing time, particularly among cost-sensitive viewers unwilling to pay for a niche subscription.
- Tubi: Fox-owned free ad-supported streaming service with significant unscripted/reality content. Competes with Hayu for free-tier reality viewing, particularly in markets where subscription streaming penetration is lower.
Regional players
- NOW (Sky): Sky's contract-free streaming service in the UK and Ireland, offering entertainment passes. Competes with Hayu as a complementary or substitute product for UK/Ireland viewers seeking flexible entertainment streaming without a full Sky TV subscription.
Direct peers
- Discovery+: Previously a standalone niche streaming service focused on unscripted/reality content from Discovery, TLC, HGTV, and Food Network — the most direct historical comparator to Hayu's vertical-reality positioning. Has since been integrated into Max (Warner Bros. Discovery), but represents the same niche-reality D2C thesis.
- BritBox: Vertically-focused subscription streaming service (ITV/BBC joint venture) offering British content internationally. Comparable to Hayu as a niche, genre-curated international DTC streaming service with parent broadcaster content rights — though focused on British drama/comedy rather than reality.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Hayu social profiles
Digital presenceHayu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hayu leadership team
Management profileNumber of profiles
Hayu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hayu M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hayu
What does Hayu do?
Hayu is a subscription video-on-demand streaming service dedicated exclusively to reality television, offering ad-free, on-demand access to over 300 reality TV shows and more than 10,000 episodes, with new episodes typically available the same day they air in the United States. The service distributes Bravo and Peacock Original reality titles internationally (outside the US), accessible across web, mobile, tablet, smart TVs, and major streaming devices via three subscription tiers.
Is Hayu a public or private company?
Hayu is a private company. It is classified as corporate owned and is currently operating.
When was Hayu founded?
Hayu was founded in 2016. It employs 11 to 50 people.
Where is Hayu based?
Hayu is headquartered in New York, United States, in the North America region.
How does Hayu make money?
One revenue line is on record: subscription Streaming.
Who are Hayu's main competitors?
Broad incumbents on record are Netflix, HBO Max, Peacock, Paramount+ and Disney+. Emerging players are Pluto TV and Tubi. NOW (Sky) is listed as a regional player. Direct peers are Discovery+ and BritBox.
Does Hayu have an API?
No public API is recorded for Hayu.
What industry is Hayu in?
Hayu's product category is Reality TV Video Streaming. Its primary akta.pro industry code is MPABAHAG, Direct-to-Consumer (DTC) Network/Studio Streaming Channels. Its NAICS code is 5162 and its SIC code is 4841.