Full story
Peacock hikes all tiers
Peacock is raising subscription prices across all three of its plans, with NBCUniversal setting new rates to take effect on August 18 for new and returning subscribers and on or after September 17 for existing customers.
“Starting today, and depending on billing dates”
The ad-supported Peacock Select tier will go from $7.99 to $8.99 per month, the ad-supported Peacock Premium tier will rise from $10.99 to $12.99 per month, and the ad-free Peacock Premium Plus tier will jump from $16.99 to $19.99 per month.
TheWrap reported that the change marks Peacock’s fourth price hike in as many years, with the streamer last upped its prices in July 2025.
PCMag said the top option costs $3 more per month, while the cheapest tier costs $1 more per month, and it described the increase as immediate for new and returning customers.
Company rationale and timing
Peacock said in a support-page statement that "These price changes allow Peacock to continue to create the best experience for its viewers, remain competitive in the marketplace, and deliver unique content across all genres."
The Verge reported that Peacock’s cheapest Select tier goes from $7.99 to $8.99 per month, with the Premium plan increasing from $10.99 to $12.99 per month and Premium Plus jumping from $16.99 to $19.99 per month.
CNET said the new prices take effect immediately for new customers, while current subscribers will see the change on their bills on or after Sept. 17, and it listed annual increases including Peacock Premium rising from $110 to $130 and Premium Plus moving from $170 to $200.
TechCrunch added that Peacock’s annual subscribers and users with active promotional offers will keep their existing rates until their plans or promotions expire, and it tied the latest hike to ongoing product additions like an AI-powered "Bravoverse" vertical-video feed.
Sports, profitability, and next moves
TheWrap linked the price hike to Peacock’s first profitable quarter ever, saying the streamer made $189 million during Comcast’s second quarter and that it added 2 million paid subscribers for a total of 48 million.
“making $189 million during Comcast’s second quarter”
The Hollywood Reporter said Peacock’s latest price hikes follow NBCUniversal’s first-ever profitable quarter and noted that execs warned profitability or losses for Peacock would vary quarter by quarter due to the timing of sports schedules and other content.
How-To Geek reported that Peacock is finally profitable six years after its 2020 debut, helped by the FIFA World Cup, the NBA Playoffs, and reality shows like Love Island, and it said the move comes ahead of Peacock launching on YouTube Premium next year.
In parallel, TechCrunch said Peacock is adding features including a plan to let fans stream live games in a vertical format using real-time AI-driven cropping optimized for phone screens, and it reported that Peacock’s Premium plan is set to come to YouTube Premium subscribers in the U.S. starting in early 2027.
