Peacock Raises Prices Across All Plans, NBCU’s Fourth Increase in Four Years
Peacock, NBCUniversal's streaming service, is raising subscription prices for the fourth time in four years, even as it reported its first-ever quarterly profit. The increase takes effect on 18 August for new and returning customers, with existing subscribers affected from 17 September depending on their billing date, and comes as almost every major streaming platform, including Netflix, HBO Max, Apple TV, Paramount+ and YouTube Premium, has raised prices over the past two years.
Peacock Premium, which includes adverts, rises from $10.99 to $12.99 a month, while Peacock Premium Plus increases by $3 to $19.99. The Select tier, offering current and past NBC and Bravo shows but excluding films, live sport and Peacock originals, goes up from $7.99 to $8.99. Peacock, launched in July 2020, posted its first quarterly profit in the second quarter of 2026 and had 48 million paid subscribers by the end of June, adding two million net subscribers in that period; Premium tiers offer sports including NFL Sunday Night Football, the NBA and Premier League, alongside shows such as "Saturday Night Live" and "The Traitors".
- Peacock hikes all subscription prices for the fourth time in four years.
- Increase follows the streamer's first-ever quarterly profit.
- Move matches wider industry trend of rising streaming prices.
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Peacock is NBCUniversal’s streaming service, launched in 2020. Its plans offer different mixes of television programmes, films and live sport: the Select tier focuses on NBC and Bravo shows, while higher tiers include Peacock originals and events such as NFL and Premier League matches.
NBCUniversal is the media company behind NBC and Bravo. Peacock competes with services such as Netflix, HBO Max and Paramount+, which have also raised subscription prices in recent years. The changes matter to viewers weighing the cost of streaming against the programmes and sport each service offers, and to NBCUniversal as it seeks to build a profitable subscription business.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Streaming services require substantial capital investment in content acquisition and technological infrastructure, with costs rising annually due to competition for talent and licensing fees. Peacock's first quarterly profit validates its business model, yet maintaining this profitability whilst funding premium content like NFL Sunday Night Football and competing against well-established rivals demands revenue growth; price increases align with industry-wide trends and remain competitive relative to comparable offerings, with customer retention data suggesting the market will bear these adjustments.
The case against
Four price increases within four years risks eroding customer loyalty and value perception, particularly given that Peacock achieved profitability without the latest increase, suggesting pricing is driven by margin expansion rather than operational necessity. The synchronised price rises across all major streaming platforms collectively diminish affordability for consumers already experiencing subscription fatigue; this oligopolistic behaviour may ultimately prove counterproductive by accelerating cancellations and pushing users towards cheaper alternatives or piracy rather than maximising long-term subscriber lifetime value.