Peacock is raising subscription prices for the fourth time in four years, adding to a broader wave of price increases across the streaming industry as platforms seek to improve profitability while continuing to spend heavily on sports, original programming and new technology.
Starting August 18, Peacock’s cheapest ad-supported Select plan will increase to $8.99 a month from $7.99. The ad-supported Premium plan will rise to $12.99 from $10.99, while the ad-free Premium Plus tier will increase to $19.99 from $16.99.
New and returning subscribers will pay the higher rates immediately. Existing customers will see the increases applied at their first billing date after September 17.
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Peacock said the increases are intended to support its content and technology investments.
“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 company said on a support page.
Annual subscribers and customers with active promotional offers will retain their existing prices until their plans or promotions expire.
The latest increase comes after Peacock reported its first profitable quarter last month, marking an important milestone for NBCUniversal’s streaming business. The platform ended the period with 48 million subscribers, with growth supported by major sporting events including the NBA playoffs and FIFA World Cup, as well as programming such as “Love Island.”
The price increases suggest NBCUniversal is now focused on turning that growing audience into a more profitable business.
Peacock Bets on Sports And AI
Peacock has been adding features beyond conventional on-demand streaming as it tries to differentiate itself in a crowded market.
The service recently introduced an AI-powered “Bravoverse” vertical-video feed featuring clips from franchises including “The Real Housewives” and “Vanderpump Rules.” The format is designed around mobile viewing and brings Peacock closer to the short-form video experience popularized by platforms such as TikTok and Instagram.
The company is also developing a feature that will allow users to watch live sports in a vertical format. The system will use real-time AI-powered cropping to adjust broadcasts for smartphone screens, potentially allowing Peacock to repurpose conventional live sports footage for mobile-first viewing.
Sports have become particularly important to Peacock’s growth strategy. The platform benefited from the NBA playoffs and FIFA World Cup, giving NBCUniversal an opportunity to use its broader sports rights portfolio to attract subscribers.
Peacock is also experimenting with interactive entertainment. It recently launched two mystery games, “Law & Order: Clue Hunter” and “Public Eye,” developed by AI gaming startup Wolf Games.
The moves reveal a broader strategy in which Peacock is attempting to make its service more than a traditional library of television shows and films.
Streaming Economics Are Changing
Peacock’s latest price increase comes as streaming companies increasingly pursue higher revenue per subscriber after years of prioritizing subscriber growth.
Netflix and HBO Max have also raised prices, while advertising-supported tiers have become a more important part of the streaming business. By offering both cheaper ad-supported plans and more expensive ad-free packages, services aim to capture revenue from different segments of their audiences.
Peacock’s latest changes widen that pricing structure. The Select plan remains the entry point at $8.99, while customers seeking fewer advertising interruptions and additional features face a substantially higher monthly bill. The Premium Plus increase is particularly notable because at $19.99 a month, it moves Peacock closer to the price levels charged by premium streaming services while increasing the gap between the cheapest and most expensive Peacock plans.
The company last raised prices in July 2025, when its plans increased by $3. The latest increase means Peacock has raised prices four times since launching in 2020.
For consumers, the cumulative effect is significant as multiple streaming platforms raise prices at roughly the same time. The industry has increasingly shifted away from the early streaming model of low prices and aggressive subscriber acquisition toward a model that emphasizes profitability and higher average revenue per user.
Peacock’s challenge is to raise prices without weakening subscriber growth.
The company will also have to justify the higher rates against an increasingly competitive market in which consumers can switch between services relatively easily. Its investments in live sports, AI-powered features, short-form video and interactive entertainment are intended to give customers more reasons to remain subscribed.
NBCUniversal is also expanding Peacock’s distribution. Last month, the company announced a deal to make Peacock Premium available to YouTube Premium subscribers in the U.S. beginning in early 2027. That partnership could provide another avenue for subscriber acquisition at a time when Peacock is trying to balance audience growth with profitability.