What TODAY does

TODAY is a multi-platform morning news and lifestyle media brand operated by NBCUniversal Media, LLC, a wholly owned subsidiary of Comcast Corporation (NASDAQ: CMCSA). The brand is anchored by the TODAY broadcast, an NBC morning news and entertainment program that has aired continuously since January 14, 1952, and is positioned as one of the most-watched morning shows in the United States. TODAY distributes content through NBC's broadcast network, today.com, the NBC News mobile applications, the Peacock streaming platform, eight social media channels (Facebook, X, Pinterest, LinkedIn, Reddit, WhatsApp, Flipboard, Bluesky), email newsletters, and podcasts, reaching American consumers seeking daily news, expert health and wellness advice, recipes, parenting guidance, pop culture coverage, and curated product recommendations.

The brand operates a portfolio of digital and commerce products built around the broadcast. Shop TODAY is an editorial commerce platform where editors curate product recommendations across beauty, fashion, and travel, generating affiliate commissions through links to retailers including Walmart, Amazon, and Target. Recurring commerce moments include the annual Shop TODAY Beauty Awards (120 winners in 2026) and Shop TODAY Travel Awards. Start TODAY is a paid fitness and wellness subscription offering daily workouts, meal plans, and expert coaching. Supporting properties include dedicated verticals for health, parents, food, life, style, and pop culture, plus the Citi Concert Series featuring live musical performances and the Read With Jenna book club.

TODAY generates revenue through three primary streams: broadcast and digital advertising, branded sponsorships, and affiliate commerce. Major sponsorship relationships include Citi as title sponsor of the Concert Series and Walmart for sponsored editorial features, with additional affiliate partnerships across major U.S. retail merchants. The business does not disclose standalone financial results and is operated as part of NBCUniversal's broader news and lifestyle portfolio, leveraging NBCUniversal's broadcast infrastructure, distribution network, and advertising sales capabilities rather than functioning as an independent commercial entity.

Name

TODAY

Legal name

NBCUniversal Media, LLC

Website

https://today.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

1–10 employees

Short description

TODAY is NBC's flagship morning news and lifestyle brand, operating since 1952 across broadcast television, today.com, mobile apps, Peacock, social media, and podcasts. It serves American consumers with news, expert health advice, recipes, lifestyle content, and curated shopping through Shop TODAY and Start TODAY.

Ownership category

akta.pro rank

Product category

Morning News and Lifestyle Broadcast Media

NAICS

Radio and Television Broadcasting Stations (5161)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Consumer News & Digital Newsrooms (Web/App-First) (MPAJADAD)

Keywords

• Morning news program
• Broadcast television
• Editorial shopping recommendations
• Lifestyle digital media
• Fitness subscription service

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Advertising Revenue: TODAY generates primary revenue through advertising on its broadcast television program and digital properties. The show sells television commercial spots and digital advertising inventory across its website and email newsletters.
2. Affiliate Commerce: Shop TODAY editorial team independently selects products featured on the show and in articles. The company earns commissions when readers purchase through affiliate links to retailers like Walmart, Amazon, Target, and other merchants.
3. Sponsorships: Branded content and sponsored editorial sections, such as the Walmart back-to-school essentials feature and Citi Concert Series sponsorship, provide revenue through partnerships with corporate sponsors.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

TODAY is a free, multi-platform morning news and entertainment media brand built around the NBC TODAY broadcast show and its digital properties. It distributes daily editorial content across television, web, mobile, social, podcast, and email channels spanning news, health, food, parenting, pop culture, style, and lifestyle. Commercial offerings include Shop TODAY (editorial product recommendations with affiliate commerce links), Start TODAY (subscription fitness and wellness service), and sponsored content partnerships such as the Citi Concert Series.

Product overview

TODAY is a multi-platform media brand anchored by the NBC morning show, offering a unified content ecosystem across news, lifestyle, entertainment, and commerce. The core offering includes the main TODAY show (with Saturday and Sunday editions), dedicated show segments (3rd Hour of TODAY, Jenna & Sheinelle), and specialized vertical content in health, food, parenting, pop culture, style, and life. Supporting commerce and engagement features include Shop TODAY for product recommendations, the annual TODAY Beauty Awards program, Start TODAY fitness subscription, podcast content, and the Citi Concert Series. The brand extends through mobile apps and recipe databases, creating a cross-platform experience combining original journalism with lifestyle and shopping features.

Differentiator

Problem solved

Functional benefit

Products and services

• TODAY Main Show The flagship NBC morning news and entertainment program that airs daily, providing news, lifestyle, health, food, pop culture, and celebrity content to general American viewers across television, web, mobile, and social platforms.
• 3rd Hour of TODAY The third hour of the TODAY morning broadcast featuring lifestyle and entertainment content for general viewers.
• TODAY with Jenna & Sheinelle A TODAY show segment hosted by Jenna Bush Hager and Sheinelle Jones featuring lifestyle and cultural content for general viewers.
• Saturday TODAY The Saturday edition of the TODAY show delivering weekend news and lifestyle content to general viewers.
• Sunday TODAY with Willie Geist The Sunday edition of the TODAY show hosted by Willie Geist featuring news and feature stories for general viewers.
• Shop TODAY An editorial product recommendation and shopping content platform that features curated product picks, deals, the annual Beauty Awards, and sponsored content from retailers such as Walmart, Amazon, and Target. The Shop TODAY editorial team independently selects featured products and TODAY earns commissions when readers purchase through affiliate links.
• Start TODAY A subscription-based fitness and wellness service offering daily workouts, meal plans, and expert support for individual consumers pursuing health goals.
• Citi Concert Series on TODAY A flagship live concert program featured on the TODAY show, presenting musical performances by major artists and sponsored by Citi as the title partner.

Quantifiable outcome

• 120 products selected as Shop TODAY Beauty Awards winners in 2026

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• WalmartminorGTM or Marketing PartnerWalmart partners with TODAY for sponsored editorial content in the Shop TODAY section. TODAY editors independently select and feature Walmart products in articles such as back-to-school essentials. TODAY earns affiliate commissions when readers purchase through links.
• CiticoreGTM or Marketing PartnerCiti is the title sponsor of the Citi Concert Series on TODAY, a flagship program featuring live musical performances by major artists. This partnership brings exclusive concert content to TODAY viewers.
• NBCUniversal MediacoreStrategic or Co-development PartnerTODAY is owned and operated by NBCUniversal Media, LLC, part of the NBC News division. NBCU provides broadcast infrastructure, distribution, advertising sales, and corporate resources.
• YMCAminorGTM or Marketing PartnerTODAY has partnered with YMCA for the 'Campfires Across America' sponsorship, a branded content section within the show's programming.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Good Housekeeping / Hearst Lifestyle: Long-running lifestyle publisher with product testing, awards (Good Housekeeping Seal/awards), recipes, and commerce content — closely comparable to Shop TODAY's Beauty/Travel Awards model.

Direct peers

• CBS Mornings: CBS's flagship morning show directly competing with TODAY in the same morning broadcast window with similar news/lifestyle format and anchor-led presentation.
• Live with Kelly and Mark: ABC syndicated daytime talk show competing with TODAY's third hour and Jenna & Sheinelle segments for advertiser dollars in adjacent morning/daytime dayparts.
• Good Morning America: ABC/Disney's flagship morning news program and TODAY's most direct competitor. Competes for the same morning broadcast audience, advertisers, and digital readership on a network-versus-network basis.
• The View: ABC daytime talk show competing with TODAY for female-skewing daytime advertisers and pop-culture/conversation segments of TODAY's audience.
• CNN This Morning: CNN's morning show competing in the same morning broadcast window with a news-first format; comparable audience scale challenges against TODAY's broader lifestyle offering.
• Fox & Friends: Fox News's morning show occupying the same broadcast daypart with news, lifestyle, and entertainment segments; directly comparable audience and ad-market dynamics.

Broad incumbents

• People: Mass-market entertainment/lifestyle publisher with celebrity coverage, lifestyle content, and affiliate commerce — directly analogous to today.com's pop-culture, parenting, and Shop TODAY verticals.
• NBC Nightly News: Sister NBC/NBCUniversal news program sharing corporate parent, broadcast distribution, and ad-sales infrastructure with TODAY — operates in a different daypart but is a key internal benchmark.
• Daily Mail: Large news publisher combining news with affiliate commerce and lifestyle verticals; operates at broader scale with a similar commerce-plus-content model to today.com/Shop TODAY.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/nbc
• Pinterestpinterest.com/todayshow
• TikToktiktok.com/@todayshow
• Xx.com/TODAYshow
• Facebookfacebook.com/today
• LinkedInlinkedin.com/company/ttfn-today

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TODAY