Peacock has increased its subscription prices for the fourth time in four years, shortly after NBCUniversal's streaming service posted its first quarterly profit. The Select ad-supported tier rose from $8 to $9 a month, the standard Premium plan increased from $11 to $13, and the ad-free Premium Plus tier jumped from $17 to $20, an overall rise of about 18 percent on the top tier. The increase comes despite, or perhaps because of, Peacock's improving financial position, raising questions about whether profitability will translate into more stable pricing or simply fund further spending.

Peacock turned its first quarterly profit in Q2 2026, recording $189 million in adjusted EBITDA, with subscription revenue up more than 50 percent and advertising revenue up nearly 70 percent, according to Comcast CFO Jason Armstrong. The service also added 2 million subscribers in the quarter, bringing its total to 48 million. Comcast co-CEO Michael Cavanagh cautioned that profitability will vary quarter to quarter depending on content releases, and NBCUniversal continues to carry heavy costs, including an 11-year, $2.5 billion-a-year deal for NBA broadcast rights, alongside major investments in Sunday Night Football and the Premier League, suggesting further annual price rises could continue.