Amazon Prime customers were given exclusive on-demand access to the entire first season of NBC’s “Hannibal” on Tuesday, in a move The Peacock is hoping will pump up viewership for the second season launch on Feb. 28.

NBC’s strategy is straight from the Walter White playbook: AMC saw ratings for the final season premiere of “Breaking Bad” go through the roof after binge viewing turned a horde of Netflix users into new viewers.

“Hannibal” is just one of five NBCUniversal shows for which Amazon bought exclusive SVOD rights under a deal announced last year. The others are “Grimm,” “Covert Affairs,” “Suits,” and “Defiance.”

Read More: Variety, The Hollywood Reporter

Brief Take: As TV viewing options expand to more platforms, services and providers, expect more series to adopt a “Breaking Bad” strategy as they fight for attention in a crowded field.

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