Peacock is raising prices by up to $3

NBCUniversal's Peacock streaming service is hiking subscription costs across all tiers, with increases ranging from $1 to $3 per month. The changes hit new subscribers in August and existing customers in September, continuing a pattern of annual price increases for the platform.

Peacock is once again raising its monthly subscription fees, with all three of its streaming tiers getting more expensive. The entry-level ad-supported plan climbs from $7.99 to $8.99, the mid-tier ad-inclusive Premium plan jumps from $10.99 to $12.99, and the top-tier ad-free Premium Plus option sees the steepest hike, rising from $16.99 to $19.99 monthly. Annual plan holders are also affected. New and returning subscribers will face the higher rates starting August 18th, while current subscribers get a brief grace period before their next billing cycle on or after September 17th triggers the new pricing. This marks yet another round of increases for the NBCUniversal-owned service, which has been gradually ratcheting up its prices over recent years as it works toward profitability.

Peacock is making its streaming service noticeably more expensive, announcing price increases across all subscription tiers that will roll out to new subscribers in mid-August and reach existing customers the following month. The entry-level ad-supported plan rises by a dollar to $8.99, the middle Premium tier with ads jumps two dollars to $12.99, and the ad-free Premium Plus plan takes the largest hit — a full three-dollar increase bringing it to $19.99 per month. Annual subscribers are not exempt from the changes either.

This is far from Peacock's first round of price hikes. NBCUniversal has been steadily increasing what it charges for the service over the past several years, a strategy mirrored broadly across the streaming industry as platforms shift focus from subscriber growth at any cost toward sustainable revenue and profitability.

Why it matters: Peacock occupies a somewhat precarious position in a crowded streaming market. Unlike Netflix or Disney+, it leans heavily on live sports — particularly NFL games and the Olympics — and NBC programming to justify its value. As its prices approach those of more established rivals, the service must increasingly prove its content library and live event coverage are worth the growing monthly outlay. For casual viewers who subscribed primarily for one event or sports season, these increases may accelerate churn.

More broadly, the move reflects a wider industry reality: the era of cheap streaming as a growth tactic is over. With most major platforms raising prices and rolling back password-sharing, consumers face mounting monthly bills across multiple services. Peacock's ad-supported tier, now at $8.99, is still cheaper than Netflix's comparable plan, but the gap is narrowing. For budget-conscious subscribers, the calculus of which services to keep — and which to cancel — is becoming more consequential with every new pricing announcement.