Peacock Just Got More Expensive — Again
NBCUniversal's Peacock streaming service raised its subscription prices on August 18, 2026. This is the fourth price increase in four years. New subscribers are paying the higher rates right away, while current subscribers have until September 17, 2026 before their bills go up. Engadget
Here is what changed. Peacock Premium, the plan that includes ads, went from $10.99 to $12.99 per month. Peacock Premium Plus, which mostly removes ads, went from $16.99 to $19.99 per month. Peacock Select, the cheapest plan, went from $7.99 to $8.99 per month. If you pay for a full year upfront, the prices are $129.99 for Premium, $199.99 for Premium Plus, and $89.99 for Select. Variety Peacock Help
The price increase comes shortly after Peacock reported its first-ever profitable quarter. Until now, the service had been losing money since it launched in 2020. Engadget
This is not a one-time event. Peacock has raised prices every year. In July 2025, the Premium plan went up by $3. Variety In July 2024, it went up by $2. Variety Each year has added $2 to $3 to the ad-supported plan.
NBCUniversal has also been making it easier to get Peacock through other services. On July 27, 2026, NBCUniversal and YouTube announced a partnership that lets people add Peacock Premium through YouTube Primetime Channels for $10.99 per month. A bundle combining YouTube Premium and Peacock is also planned for early 2027, with pricing not yet announced. Variety NBCUniversal
On October 20, 2025, Apple and NBCUniversal launched a bundle combining Peacock with Apple TV+. Peacock Premium with Apple TV+ costs $14.99 per month, and Peacock Premium Plus with Apple TV+ costs $19.99 per month. NBCUniversal
On August 17, 2026, the day before the price increase, NBCUniversal launched the Peacock Beta Membership Program. It rewards subscribers with discounts depending on their tier: Gold members get 15% off, Platinum members 20% off, and Diamond members 25% off. The timing suggests an effort to soften the blow for loyal subscribers, though NBCUniversal has not said so directly. NBCUniversal
Peacock will also be the Spanish-language home for Telemundo's exclusive coverage of the FIFA World Cup 2026, which could bring in new subscribers during the tournament. NBCUniversal
Matt Strauss, Chairman of NBCUniversal Media Group, has led Peacock's strategy through this period of rising prices and expanding distribution. NBCUniversal
The broader context here is that Peacock's price increases follow a pattern seen across the streaming industry. When streaming services first launch, they often keep prices low to attract viewers, even if they lose money. Once they have enough subscribers and growth slows, they raise prices to make the business sustainable. Netflix, Disney+, and Max all did the same thing. Think of it like a gym offering a cheap trial to get you in the door, then raising the monthly fee once enough people have signed up.
What makes Peacock's situation different is that several things are happening at once. The service just turned a profit, which removes the usual reason companies give for raising prices — covering losses. At the same time, the YouTube and Apple deals let people watch Peacock through apps they already use, so the higher standalone prices may feel less painful to subscribers who can access Peacock another way.
The risk is simple. Four price increases in four years may push subscribers to cancel, especially since Peacock is not the main streaming service in most homes. The membership discounts and the bundle deals with YouTube and Apple each give price-sensitive subscribers a cheaper way to keep watching. Whether that is enough to hold onto subscribers will depend on how good the content is during the World Cup and after.
For anyone following the streaming business, the Peacock story is less about any single price and more about the playbook taking shape across the industry: become profitable, raise prices each year, distribute your content through partnerships, and offer loyalty discounts to keep people from leaving. Whether that playbook keeps working is something the next year will reveal.
