Peacock Theater
Peacock Theater is a 7,100-seat AEG-owned live entertainment venue in downtown Los Angeles' L.A. LIVE district, hosting over 120 concerts, award shows, and private events annually for 500,000+ guests, and set to become the Oscars' home from 2029.
- Company typePrivate
- Founded2007
- HeadquartersLos Angeles, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What Peacock Theater does
Peacock Theater is a 7,100-seat live entertainment venue located at 777 Chick Hearn Court in downtown Los Angeles, centrally positioned within the L.A. LIVE 4-million square foot sports and entertainment district adjacent to Crypto.com Arena and the Los Angeles Convention Center. Opened in October 2007 as Microsoft Theater and rebranded in 2019 following a naming rights agreement with NBCUniversal's Peacock streaming service, the venue is wholly owned and operated by Anschutz Entertainment Group (AEG). The theater's core offering is hosting over 120 live events annually — including concerts, comedy, family shows, dance performances, conventions, product launches, and major televised award shows (American Music Awards, ESPYs, Primetime Emmy Awards, BET Awards, The Game Awards, and from 2029 the Oscars) — drawing more than 500,000 guests per year. The largest stage in Southern California (14,000 square feet) and flexible seating configuration (4,300-7,100) position it in a mid-sized venue sweet spot where no seat is further than 220 feet from the stage.
The venue's underlying technology infrastructure is operational rather than AI-centric: AXS Mobile ID serves as the exclusive digital ticketing and entry platform with transfer and resale capabilities; a 3D digital venue mapping tool supports virtual tours; KultureCity integration provides sensory accessibility accommodations; Atom Power EV charging covers 48 parking ports; and a 346kW combined rooftop solar system with 91 waterfree urinals underpins ISO 14001:2015 environmental certification. Concessions are operated by Levy Restaurants across all levels, with the venue operating fully cashless.
Peacock Theater's business model rests on six revenue streams: (1) ticket sales through AXS, the Peacock Theater box office, and the Crypto.com Arena box office; (2) Lexus Luxury Box rentals sold through a dedicated premium portal with VIP entrance, lounge access, private bar, and catering; (3) private event rentals across multiple configurable spaces (50-500 guest capacity) including the Stage, Basement Lounge, Lodge Lobby, Mezzanine Lobby, VIP Lounge, Game Room, and Catering Room; (4) F&B concessions via Levy Restaurants; (5) parking services at the West Garage and East Garage (event rates $10-$50 plus tax, EV charging $3.50-$4.50/hour); and (6) naming rights revenue from the Peacock partnership. Group discounts are available for 10+ attendees, and the customer base spans individual consumers, touring music acts, corporate event organizers, film studios, and television networks.
Peacock Theater firmographics
Firmographics- Name
- Peacock Theater
- Legal name
- Peacock Theater
- Website
- https://peacocktheater.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Short description
- Peacock Theater is a 7,100-seat AEG-owned live entertainment venue in downtown Los Angeles' L.A. LIVE district, hosting over 120 concerts, award shows, and private events annually for 500,000+ guests, and set to become the Oscars' home from 2029.
- Ownership category
- akta.pro rank
Peacock Theater industry classification
Industry- Product category
- Live Entertainment Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB)
- akta.pro secondary industries
- Live Music Clubs & Venues (MPAGAIAB), Venue Food, Beverage & Hospitality Operations (Concessions, Catering, Premium Seating) (MPAGALAN)
Keywords
Where Peacock Theater is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Peacock Theater business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Ticket Sales: Primary revenue stream from ticket sales for concerts, award shows, esports events, and special events. Ticket pricing varies by event and seat location. Sold through AXS platform, Peacock Theater Box Office, and Crypto.com Arena Box Office.
- Premium Seating - Lexus Luxury Boxes: Revenue from luxury box rentals including VIP entrance access, VIP lounge, private bar, and catering services for private entertainment experiences
- Private Event Rentals: Booking of venue spaces for corporate events, holiday parties, product launches, fundraisers, film/commercial shoots, and private celebrations. Available spaces include Stage (500 guests), Basement Lounge (415), Lodge Lobby (410), Mezzanine Lobby (550), VIP Lounge (125), Catering Room (80), Game Room (50)
- Food & Beverage Concessions: Revenue from food and beverage sales through Levy Restaurants concessionaire. Menu includes entrees, snacks, beverages, and alcoholic selections across multiple levels
- Parking Services: Revenue from venue-owned parking facilities including West Garage (Lot W) and East Garage (Lot E) with event parking rates and timed parking options
- Naming Rights: Naming rights partnership with Peacock (NBCUniversal's streaming service) for the theater
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | General Event Parking (West Garage) |
| Transaction based/ take rate | Pay-as-you-go | Timed Parking (East Garage) |
| Usage-based | Pay-as-you-go | EV Charging |
| Transaction based/ take rate | Multi-year contract | Group Tickets |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Peacock Theater product offering
Product offeringCore offering
Peacock Theater is a 7,100-seat live entertainment venue in downtown Los Angeles that hosts concerts, family shows, comedy acts, dance performances, award shows, televised productions, conventions and product launches. The venue generates revenue through ticket sales, premium Lexus Luxury Box rentals, private event bookings, food and beverage concessions (via Levy Restaurants), parking services, and naming rights with Peacock (NBCUniversal). It is located within the L.A. LIVE entertainment district and is owned and operated by Anschutz Entertainment Group (AEG).
Product overview
Peacock Theater is a 7,100-seat live entertainment venue in downtown Los Angeles that operates as a physical events venue rather than a software product. Its core offering is hosting live concerts, comedy shows, family events, dance performances, and major televised award shows (American Music Awards, ESPYs, Primetime Emmy Awards, BET Awards), drawing over 500,000 guests annually. The theater’s technology stack centers on AXS Mobile ID digital ticketing as the exclusive entry method, KultureCity’s accessibility platform for sensory accommodations, Levy Restaurants for concessions, and Atom Power’s EV charging infrastructure. Supplementary offerings include Lexus Luxury Boxes for premium hospitality, group ticketing for 10+ guests, private event booking across multiple configurable spaces, and environmental sustainability programs including solar power and ISO 14001:2015 certification. The venue also serves as the future home of the Oscars beginning in 2029.
Differentiator
Problem solved
Functional benefit
Products and services
- General Admission Concerts and Live Events Hosting of live music, family, dance and comedy performances in a 7,100-seat mid-sized venue with no seat further than 220 feet from the stage; serves individual fans attending ticketed performances.
- Award Show and Televised Event Hosting
Quantifiable outcome
- No seat further than 220 feet from the stage provides optimal viewing experience
- +2 more outcomes
Companies that use Peacock Theater
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
Peacock Theater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature6 records
Peacock Theater partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, core and founding.
- Academy of Motion Picture Arts and SciencesflagshipLandmark multi-year partnership (2029-2039) making L.A. LIVE and Peacock Theater the new home of the Oscars. AEG will undertake comprehensive theater enhancements including stage, sound, lighting, lobbies, and backstage facilities. The Oscars will transition from ABC broadcast to YouTube streaming starting 2029.
- AXScoreOfficial ticketing partner providing AXS Mobile ID digital ticketing technology, online ticket sales platform, transfer and resale marketplace, and box office operations support.
- Levy RestaurantscoreExclusive food and beverage concessionaire providing catering services, concession stands on all levels, and specialty portable food/beverage locations throughout the venue.
- KultureCitycorePartnership to improve accessibility for guests with sensory needs. Provides sensory bags with KCVIP badges, fidget tools, noise-canceling headphones, weighted lap pads, and quiet areas. Staff receives continuous training on sensory sensitivity.
- r.WorldcoreProvides reusable r.Cup program to reduce waste. Guests receive reusable cups with drinks, return to labeled bins, and cups are sorted, sanitized and reused hundreds of times.
- Solar Panel Inc.coreInstalled 832 solar panels on Peacock Theater rooftop. Combined with Crypto.com Arena's 1,727 panels, provides 346 kilowatt system for clean energy.
- Atom PowercorePioneer in solid-state breaker electric vehicle charging. Installed 48 Atom EV charging ports at L.A. LIVE across West and East Garages, tripling previous EV charging capacity.
- ABM IndustriescoreJanitorial partner for dynamic recycling program. Works with ABM to separate, collect and recycle cardboard, wood pallets, electronic waste, glass, plastic and aluminum beverage containers.
- American ExpressfoundingFounding Partner of Peacock Theater. Promotional support through Shop Small campaign and card member benefits.
- Blue Shield of CaliforniafoundingFounding Partner providing health insurance coverage information and promotional support for Peacock Theater events.
- Bud LightfoundingFounding Partner and alcoholic beverage sponsor for Peacock Theater events.
- Crypto.comfoundingFounding Partner and naming rights holder for adjacent Crypto.com Arena. Provides promotional and marketing support.
- Coca-ColafoundingFounding Partner and beverage sponsor providing Coca-Cola products for concession stands.
- Peacock (NBCUniversal)foundingNaming rights partner for Peacock Theater. NBCUniversal streaming platform that will stream Emmy Awards and other events from the venue.
- ToyotafoundingFounding Partner providing automotive sponsorship and promotional support for Peacock Theater.
- YouTubecoreExclusive global streaming partner for the Oscars beginning 2029. The Oscars will transition from ABC broadcast to YouTube streaming when the ceremony moves to Peacock Theater.
- AEG (Anschutz Entertainment Group)flagshipOwner and operator of L.A. LIVE and Peacock Theater. Parent company that develops and operates the venue, and partners with the Academy for Oscars.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Peacock Theater competitors and assessment
Company assessmentDirect peers
- Radio City Music Hall: Iconic 6,000-seat mid-sized venue in New York operated by MSG Entertainment. Closest functional analog to Peacock in terms of hosting televised award shows, high-profile concerts, family shows, and private events in a major media market.
- Crypto.com Arena: Adjacent 20,000-seat arena inside the L.A. LIVE complex, also owned and operated by AEG. Most directly comparable LA venue for touring concerts, award shows, and televised events; shares the same owner, district, and customer base as Peacock Theater.
- Kia Forum: 17,500-seat concert venue in Inglewood, also operated by AEG. Competes with Peacock for the same Los Angeles touring artist and corporate event demand, and is part of AEG's broader portfolio consolidation strategy.
- Barclays Center: 19,000-seat arena in Brooklyn operated by BSE Global. Comparable mid-tier US venue hosting award shows (MTV VMAs), major touring concerts, and televised productions for a major metropolitan market.
- YouTube Theater: 6,000-seat theater at SoFi Stadium complex in Inglewood. Similar mid-sized tier to Peacock and competes for the same premium mid-sized touring act, esports, and televised event bookings in the LA market.
- T-Mobile Arena: 20,000-seat arena in Las Vegas operated by AEG. Comparable AEG-operated tier-one US arena hosting major touring concerts, UFC events, NHL games, and televised productions in a major tourism-driven market.
- Dolby Theatre: 3,400-seat theater in Hollywood that has been the home of the Oscars since 2002 (until Peacock takes over in 2029). Direct competitor for televised award shows and premium touring acts in the LA market.
- Chase Center: 18,000-seat arena in San Francisco operated by the Golden State Warriors. Comparable tier-one mid-to-large US venue hosting major touring artists, family shows, and televised awards-style events in a major metropolitan market.
Broad incumbents
- Madison Square Garden: 20,000-seat arena in NYC operated by MSG Entertainment. Larger and broader incumbent that targets the same touring concert and televised event market as Peacock, but at a much larger scale and with wider portfolio of sports franchises.
Regional players
- The O2 Arena: 20,000-capacity arena in London operated by AEG. Sister venue within AEG's global portfolio and most comparable international mid-to-large tier venue for televised events, award shows (BRIT Awards), and touring concerts.
Market position
Strengths6 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Peacock Theater social profiles
Digital presencePeacock Theater compliance and trust
Trust signalCompliance3 records
Peacock Theater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peacock Theater leadership team
Management profileNumber of profiles
Peacock Theater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peacock Theater 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 Peacock Theater
What does Peacock Theater do?
Peacock Theater is a 7,100-seat live entertainment venue in downtown Los Angeles that hosts concerts, family shows, comedy acts, dance performances, award shows, televised productions, conventions and product launches. The venue generates revenue through ticket sales, premium Lexus Luxury Box rentals, private event bookings, food and beverage concessions (via Levy Restaurants), parking services, and naming rights with Peacock (NBCUniversal). It is located within the L.A. LIVE entertainment district and is owned and operated by Anschutz Entertainment Group (AEG).
Is Peacock Theater a public or private company?
Peacock Theater is a private company. It is classified as corporate owned and is currently operating.
When was Peacock Theater founded?
Peacock Theater was founded in 2007.
Where is Peacock Theater based?
Peacock Theater is headquartered in Los Angeles, United States, in the North America region.
How does Peacock Theater make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are premium Seating - Lexus Luxury Boxes, private Event Rentals, food & Beverage Concessions, parking Services and naming Rights.
Who are Peacock Theater's main competitors?
Direct peers on record are Radio City Music Hall, Crypto.com Arena, Kia Forum, Barclays Center, YouTube Theater, T-Mobile Arena, Dolby Theatre and Chase Center. Madison Square Garden is listed as a broad incumbent. The O2 Arena is listed as a regional player.
Does Peacock Theater have an API?
No public API is recorded for Peacock Theater.
What industry is Peacock Theater in?
Peacock Theater's product category is Live Entertainment Venue. Its primary akta.pro industry code is MPAIAFAB, Music Venues & Venue Operators (Clubs, Theaters, Arenas), with a secondary code of MPAGAIAB, Live Music Clubs & Venues. Its NAICS code is 71131 and its SIC code is 7990.