Peacock raises subscription prices following first profitable quarter

Peacock, the NBCUniversal streaming service, has announced price increases across all its subscription tiers. This marks the fourth price hike for the platform in four years, following its first reported profitable quarter.

The new monthly rates are as follows: the ad-supported Select tier rises to $8.99, the ad-supported Premium tier increases to $12.99, and the ad-free Premium Plus tier moves to $19.99. Annual plans have also seen increases, with Premium Plus reaching $199.99 per year. These changes take effect immediately for new and returning subscribers, while existing customers will see the new rates on their billing cycles starting September 17, 2026.

In addition to price adjustments, Peacock is testing a new membership rewards program with a select group of Premium and Premium Plus subscribers. The beta program features tiered rewards—Gold, Platinum, and Diamond—based on subscriber tenure. Benefits include discounts at the NBC Shop and Bravo Shop, as well as partnerships offering perks like Instacart+ memberships.

This pricing shift comes as Peacock continues to invest heavily in live sports, including NFL Sunday Night Football, NBA, and Premier League coverage, to maintain its 48 million subscriber base.