Peacock Announces Steep Price Increases, Surpassing Rival Streaming Services

Streaming just got more expensive, and this time, Peacock is leading the charge. In a move that's becoming an annual tradition, NBCUniversal’s streaming platform, Peacock, has announced another round of significant price hikes for both new and existing subscribers—marking its third consecutive year of price increases and outpacing other major digital streaming services.

New Pricing for Peacock Subscriptions: What to Expect

For subscribers currently on the ad-supported Peacock Premium tier, the monthly fee will leap from $7.99 to $10.99—a noticeable $3 increase. Meanwhile, those on the Premium Plus plan, which offers an ad-free experience, will see their monthly bills rise from $13.99 to $16.99. This substantial price bump will impact new sign-ups starting July 23, while existing members will encounter the new rates on or after August 22, depending on their individual billing cycles.

Annual subscribers are not spared either. The yearly cost for Peacock Premium will jump from $79.99 to $109.99, and for Premium Plus from $139.99 to $169.99. To soften the blow for budget-conscious viewers, NBCUniversal is reportedly experimenting with a new "Select" tier priced at $7.99 per month. This ad-supported plan will offer streaming access to a curated mix of NBC, Bravo, and select content, but with a more limited library than other tiers.

How Peacock’s New Rates Stack Up Against Competitors

Once these changes take effect, Peacock’s ad-supported plan will actually become pricier than entry-level tiers from streaming giants like Netflix, Disney+, Max (formerly HBO Max), and Paramount+. For users weighing how to get the most entertainment value for their money, this positions Peacock as the most expensive option in its category. As the streaming market grows more saturated and competitive, Peacock must work harder than ever to justify its higher cost to consumers.

Content Library Expansion: Originals, Sports, and Exclusive Events

Despite the steep pricing, Peacock is making notable investments in original programming and live sports. Recent hits like "Love Island USA" and its spin-off "Love Island: Beyond the Villa" have driven impressive viewer numbers. Viewers can also enjoy critically acclaimed series such as "Poker Face,” "Dr. Death,” alongside a rapidly growing collection of reality and scripted originals.

For sports enthusiasts, Peacock is set to become a major destination. The platform is expanding its live sports offerings to include NBA games, Sunday Night Football, WNBA, Premier League, Big Ten, and Spanish-language coverage of the FIFA World Cup. Notably, Peacock holds the rights to broadcast marquee events like Super Bowl LX, the NBA All-Star Weekend in 2025, and the 2026 Winter Olympics. NBCUniversal claims that by 2026, Peacock will offer more live sports coverage than Amazon Prime Video, Netflix, or Apple TV+—a bold strategy aimed at drawing in a broader audience of sports fans.

Is the Higher Price Tag Justified?

While content variety and exclusive events are clear strengths, the ultimate question is whether Peacock’s enhanced lineup and increased fees will retain subscribers long term. The platform reports it has reached 41 million paid users, a jump from 36 million at the end of last year, suggesting that its growth strategy is working—at least for now. However, as price sensitivity rises among consumers and competition intensifies, Peacock faces the critical challenge of proving its continued value. Technology and media watchers will be keenly observing to see if these bold moves pay off in sustained subscriber loyalty and market relevance.

The Streaming Market Outlook

Peacock’s latest price increase underscores ongoing shifts in the broader streaming industry, where rising content costs and rights acquisitions are driving up prices. As each major platform vies for dominance with unique features, exclusive content, and live event coverage, users have never had more options—but they’re also being asked to pay more than ever. Whether Peacock’s premium pricing and expanding content library will secure its place among the top streaming services remains to be seen. For now, it’s clear that the battle for viewers’ attention—and wallets—is only intensifying.