Every new broadband-only subscriber gets a box for free, so it’s easy to see why the services has picked up a million users. On the one hand, it’s a reasonable concession to the cord-cutting trend, with Peacock Premium alone giving Flex users access to 7,500 hours worth of movies like Meet the Parents and Jurassic Park, along with series including 30 Rock and Parks and Recreation

However, it’s also a way for Comcast to juice Peacock subscriber numbers before it launches officially. The company has high hopes for both the ad-free $10 service and the ad-supported $5 Peacock Premium. The company will run five minutes of ads per hour on the latter service and has already signed key sponsors including State Farm, Target and Unilever, .