Peacock has raised its subscription prices for the fourth time in four years, making the NBCUniversal streaming service more expensive for new and existing subscribers.
The ad-supported Select plan, which excludes sports, movies, and Peacock originals, now costs $9 per month, up from $8. Peacock Premium, the standard ad-supported plan, has increased from $11 to $13 per month. The commercial-free Premium Plus plan now costs $20 per month, up from $17. As in previous years, annual subscriptions provide 12 months of service for the price of 10.
This is Peacock’s second price increase in less than two years. In July 2025, the Premium plan rose from $8 to $11 per month, while Premium Plus increased from $14 to $17. Peacock also raised prices in July 2024 and August 2023. NBCUniversal launched Peacock in 2020.
The latest price hike follows a strong financial quarter for the streaming platform. Peacock reported its first quarterly profit in the second quarter of 2026, posting adjusted EBITDA of $189 million. During a July investor call, Comcast Chief Financial Officer Jason Armstrong said Peacock’s subscription revenue increased by more than 50% year over year, while advertising revenue climbed nearly 70%. Read the earnings call transcript.
Peacock added 2 million subscribers during the quarter, bringing its total customer base to 48 million subscribers.
However, Peacock’s first quarterly profit does not guarantee that the streaming service will deliver the same results every quarter.
Comcast co-CEO Michael Kavanaugh told investors that Peacock’s profitability should improve year over year, but quarterly results will continue to fluctuate. Profits can vary depending on the timing and cost of major programming, including live sports and popular original shows.
NBCUniversal must also balance Peacock’s profitability with its continued investment in live sports. The company signed an 11-year agreement worth $2.5 billion per year for NBA media rights, with games distributed through Peacock and other NBCUniversal platforms, including its broadcast network. NBCUniversal has also invested heavily in major programming such as Sunday Night Football and the Premier League.
Higher Peacock prices could help fund additional movies, shows, and live sports coverage. But now that the service has only recently become profitable, regular annual price increases could become the new normal for Peacock subscribers.
Source: arstechnica.com