Peacock is experiencing a significant price hike for the third time in three years, and this time, it’s not just the main tiers that are seeing changes. NBCUniversal is also introducing a new, lower-cost option and positioning sports at the centre of its streaming strategy.
Starting July 23, Peacock Premium with ads will increase from $7.99 to $10.99 per month, and Premium Plus will rise from $13.99 to $16.99 per month. Annual plans will now cost $109.99 and $169.99, respectively. These new rates take effect for new subscribers on July 23 and for existing subscribers on August 22.
This shift makes Peacock the most expensive ad-supported streaming service in the US, topping Netflix, Disney+, HBO Max, and Paramount+. At the same time, NBCU is introducing a new, cheaper tier called Peacock Select, priced at $7.99 per month or $79.99 per year. It offers access to current NBC and Bravo series and a limited selection of library content. It’s a strategic move to offer a scaled-back version of the service that can still serve bundle partners and budget-conscious users.
NBCUniversal has consistently argued that Peacock is underpriced relative to the competition. These latest moves suggest that the company believes it has built a service with enough value to command higher prices. And that value, more than ever, is tied to live sports.
Peacock still includes buzzy titles like Poker Face, The Traitors, and the upcoming Office spinoff, The Paper. But the real growth engine has been sports. With the NFL returning in the fall, the NBA coming back to NBC for the first time in 23 years, and major global events like Super Bowl LX and the Milan-Cortina Winter Olympics ahead, NBCU is betting that live sports will separate Peacock from the rest of the streaming pack.
The bet appears to be paying off. Peacock reported 41 million paid subscribers at the end of Q1 2025, up from 36 million at the end of 2024. Much of that growth came from bundling deals, particularly with Charter’s Spectrum TV. Revenue rose 16% and quarterly operating losses narrowed to $215 million, compared to a $639 million loss a year earlier.
Peacock is no longer trying to compete on price. It’s competing on content, and more specifically on sports. And it’s charging accordingly.
