Peacock raises prices across all its streaming plans

Peacock is the latest streaming service to raise prices: its cheapest ad-supported “Select” plan is increasing from $7.99 to $8.99 per month, the ad-supported “Premium” tier is rising from $10.99 to $12.99, and the ad-free “Premium Plus” plan is going from $16.99 to $19.99 per month.

The price hikes take effect August 18 for new and returning subscribers. Current subscribers will see the increase on their next billing date after September 17; those on annual plans or active promotional offers keep their existing rates until those plans or promotions expire.

“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 wrote on a support page.

Peacock has added several new features in recent months, including an AI-powered “Bravoverse” vertical-video feed — short clips in a scrolling, TikTok-style format — with content from franchises like “The Real Housewives” and “Vanderpump Rules,” and it’s building a feature that will eventually let fans stream live games in a vertical format using real-time AI-driven cropping optimized for phone screens. The streamer also recently launched two new mystery games, Law & Order: Clue Hunter and Public Eye, both from AI gaming startup Wolf Games.

Last month, NBCUniversal announced a partnership to bring Peacock’s Premium plan to YouTube Premium subscribers in the U.S. starting in early 2027. Launched in 2020, Peacock reported its first-ever profitable quarter last month, with subscribers growing to 48 million, driven by the NBA playoffs, the FIFA World Cup, and “Love Island.”

Like other streamers, including Netflix and HBO Max, Peacock has been steadily raising prices in recent years — its most recent hike took effect in July 2025, when prices rose by $3. This latest increase marks the platform’s fourth price hike in four years.

Why it matters

Peacock’s fourth hike in four years lands as the platform posts its first profitable quarter and pushes into new distribution (YouTube Premium) and content formats (AI-cropped vertical video), testing how much more subscribers will tolerate paying.