Peacock has raised prices across all of its subscription tiers, with the cheapest ad-supported plan climbing from $7.99 to $8.99 per month. The changes took effect August 18, 2026, for new and returning subscribers, while existing customers will see the new rates on their first billing date after September 17.
The full breakdown is as follows:
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- Select (ad-supported): $8.99/month (up from $7.99)
- Premium (ad-supported): $12.99/month (up from $10.99)
- Premium Plus (ad-free): $19.99/month (up from $16.99)
“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. Current annual subscribers and users with active promotional offers will keep their existing rates until their plans or promotions expire.
Peacock’s pricing strategy and what’s driving the increase
This marks Peacock’s fourth price hike in four years. The most recent increase came in July 2025, when the service raised prices by $3 per month across most tiers. The new adjustment puts Peacock’s ad-free tier at $19.99, bringing it closer to rivals like Netflix, which charges $24.99 for its top-tier 4K plan, and HBO Max, which recently raised its ad-free tier to $21.99.
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Peacock has been investing heavily in content and features to justify the higher costs. In recent months, the streamer introduced an AI-powered “Bravoverse” vertical-video feed featuring clips from franchises like The Real Housewives and Vanderpump Rules. It is also developing a feature that will allow fans to stream live games in a vertical format using real-time AI-driven cropping optimized for phone screens.
The service recently launched two new mystery games, Law & Order: Clue Hunter and Public Eye, both developed by AI gaming startup Wolf Games. Last month, NBCUniversal announced a partnership to bundle Peacock’s Premium plan with YouTube Premium subscribers in the U.S. starting in early 2027.
What the price hike means for subscribers and the streaming market
Peacock reported its first-ever profitable quarter last month, driven by a surge in subscribers to 48 million. The growth was fueled by major events like the NBA playoffs, the FIFA World Cup, and reality hit Love Island. The company has leaned into live sports and reality programming as key differentiators in a crowded market.
For subscribers, the increase is a reminder that the era of cheap streaming bundles is fading. As services like Peacock, Netflix, and HBO Max continue to raise prices, consumers are increasingly forced to choose between a handful of platforms or cycle through subscriptions month by month. Peacock’s decision to hold the line on annual plans and promotional offers provides some relief, but those discounts are temporary.
Peacock’s next test will be whether it can sustain its momentum without relying solely on live sports. The company has bet big on original programming and interactive features, but the streaming market remains volatile, with many services still struggling to turn a profit. For now, Peacock’s price increase appears to be a calculated move to solidify its position — and its bottom line — as it heads into 2027.
