Peacock raised the prices for all its streaming plans on August 18, 2026. The Select plan rose from $7.99 to $8.99 per month. The Premium plan with ads increased from $10.99 to $12.99 monthly, and the ad-free Premium Plus plan went from $16.99 to $19.99 per month [1, 2, 3].
Existing Peacock subscribers will see the new prices reflected on their next billing date on or after September 17, 2026 [1, 2, 3]. This marks the fourth price hike in four years for Peacock, including a $3 increase in July 2025 [1, 2, 4, 3].
Peacock reported its first profitable quarter recently as its subscriber base grew to 48 million [1, 2]. The price hikes bring the Premium Plus plan in line with Netflix’s ad-free standard plan, which costs about $20 per month [4, 3].
The company has added new features to enhance its service, such as AI-driven vertical video feeds for NBA games and Bravo shows like "Love Island," along with AI-based mystery games created with Wolf Games [1, 2]. On its support page, Peacock said, "These price changes allow Peacock to continue to create the best experience for its viewers, remain competitive in the marketplace, and deliver unique content across all genres" [2].
NBCUniversal plans to spin off Peacock from Comcast next year and to offer Peacock Premium as part of YouTube Premium starting early 2027 [1, 2].
In the US, ad-supported premium streaming subscriptions now make up 48% of the market, up from 39% in early 2024 [4]. Free ad-supported services like YouTube, Tubi, and The Roku Channel increased their US TV viewership share to 19.1% in May 2026, from 17.2% a year earlier [4]. Major streamers including Netflix, HBO Max, Apple TV, Paramount+, and YouTube Premium have also raised prices in the past year [4, 3].
Industry analyst Paolo Pescatore said, "Give away too little, and consumers will not engage. Give away too much, and the company risks undermining its paid tiers" [4]. The next concrete step will come early next year when Peacock Premium launches on YouTube Premium in the US [2].
