Peacock, NBCUniversal's streaming platform, has announced price increases for all its subscription tiers. The ad-supported "Select" plan will rise from $7.99 to $8.99 per month, while the ad-free "Premium Plus" plan will increase from $11.99 to $12.99 monthly. This marks the second price hike for Peacock since its 2020 launch. The changes, effective immediately for new subscribers and rolling out for existing users, reflect rising costs in the competitive streaming landscape.

Key takeaways

  • Peacock's "Select" plan now costs $8.99/month, up from $7.99/month.
  • The ad-free "Premium Plus" plan increases to $12.99/month, up by $1.
  • The price changes apply immediately for new customers and later for existing users.
  • Peacock is NBCUniversal's flagship streaming service, competing with Netflix, Disney+, and Hulu.

Background

Peacock launched in July 2020 as NBCUniversal's answer to the booming streaming industry. It offers a mix of live sports, news, and on-demand content like TV shows and movies. The platform has seen modest subscriber growth, reporting over 24 million paid users as of earlier this year. However, like its competitors, Peacock is navigating rising operating costs and a crowded technology market.

Streaming price hikes have become common as platforms expand their content libraries and invest in original programming. This move aligns Peacock with competitors like Disney+, which recently raised its subscription costs.

What happened

On August 17, 2026, NBCUniversal announced price increases for Peacock's streaming plans. The ad-supported "Select" plan now costs $8.99 per month, up from $7.99, while the ad-free "Premium Plus" plan rises from $11.99 to $12.99 per month. For annual subscribers, prices are set to increase proportionally.

The change takes effect immediately for new users, while existing subscribers will see the price hike reflected in their next billing cycle. This marks the second time Peacock has adjusted its pricing since its launch.

Why it matters

The price hike underscores the growing challenges in the streaming industry, where companies are grappling with soaring costs and stiff competition. For Peacock, the extra revenue could help fund new content acquisitions, bolster live sports offerings, and compete more effectively with rivals like Netflix, Hulu, and Disney+.

While the increase is modest, it comes as consumers face rising subscription costs across multiple platforms, potentially leading to "subscription fatigue." Peacock's move also highlights the broader trend of streaming platforms prioritizing profitability over rapid subscriber growth.

What happens next

Existing Peacock subscribers will be notified ahead of their next billing cycle about the price adjustments. NBCUniversal is expected to use the additional revenue to enhance its content library and maintain its position in the competitive streaming market.

For consumers, the decision may prompt some to evaluate whether Peacock's offerings justify the higher cost. As the industry sees more frequent price hikes, some users may consolidate their streaming services or seek alternatives.

Frequently asked questions

Why is Peacock raising its prices?

NBCUniversal cites rising operational and content production costs as the primary reasons for the price hike. Like other platforms, Peacock is investing heavily in new programming and live sports to remain competitive.

When will existing subscribers see the new pricing?

Current Peacock subscribers will see the updated pricing reflected in their next billing cycle. Notifications will be sent out in advance to ensure transparency.

How does Peacock compare to competitors after this price hike?

Peacock's $8.99 ad-supported plan remains competitive, but its $12.99 ad-free tier is now closer to Netflix's basic plan. Consumers may weigh its value against platforms like Disney+, Hulu, and HBO Max.

Bottom line

Peacock's price hike reflects the broader challenges in the streaming industry as platforms balance costs with subscriber retention. The modest increase may boost NBCUniversal's revenue but could also test consumer loyalty. For more details, visit TechCrunch.

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