Peacock, is adjusting its pricing and testing a fresh subscription option as it continues to evolve its offerings in a competitive digital entertainment landscape. Beginning July 23, the cost of its two primary plans will rise, while a more streamlined tier will be introduced to cater to a specific segment of viewers.
The advertisement-supported Premium level of the platform will rise to $10.99 monthly, whereas the Premium Plus option—providing an ad-free experience along with extra benefits—will shift to $16.99 every month. This change is part of a larger plan to match pricing with content investment and perceived worth, particularly before the upcoming expansions in programming.
In addition to the price rise, Peacock will introduce a fresh subscription option called the “Select” tier. This package, available for $7.99 monthly, is crafted for audiences mainly focused on NBC and Bravo’s current-season shows, as well as access to chosen library titles. The tier will be launched as part of a trial period, enabling the company to assess interest and customize its services based on customer feedback.
This is not the initial instance of Peacock altering its pricing structure. In the previous year, the platform implemented a $2 monthly price hike prior to the Paris Olympic Games, indicating a shift towards a more assertive revenue strategy as it aims to balance user growth with increasing expenses for content and operations.
Peacock has positioned itself as a serious player in the streaming space, particularly when it comes to live sports. According to the company, it aims to deliver more live sports coverage in 2026 than major rivals such as Amazon Prime Video, Hulu, Netflix, Apple TV+, HBO Max, and Paramount+ combined. That strategy reflects NBCUniversal’s strength in sports broadcasting, including coverage of the Premier League, NFL, WWE, and the Olympics.
In terms of subscriber growth, Peacock continues to gain traction. The platform reported 41 million paid subscribers in the first quarter of the year, marking an increase from 36 million at the close of the previous year. That momentum demonstrates a growing appetite for Peacock’s mix of live content, reality programming, and film releases.
Among the favored choices are reality shows such as Love Island USA, along with a growing collection of movies featuring expected premieres like Wicked and Nosferatu. By incorporating live events, unique series, and exclusive films, Peacock seeks to stand out from the competition and deliver an all-encompassing entertainment experience.
The pricing shift and the introduction of a new tier arrive during a pivotal moment for the streaming industry. As platforms compete not just for viewers but for long-term profitability, many are reevaluating their content strategies, pricing models, and tier structures. Peacock’s latest move reflects a broader industry trend where services are increasingly segmenting audiences and experimenting with varied pricing to accommodate different user needs and budgets.
With these changes, NBCUniversal signals a commitment to diversifying its streaming revenue while remaining responsive to market dynamics. Whether the Select tier becomes a permanent fixture will likely depend on its ability to attract subscribers who want access to current network television content without committing to the full range of Peacock’s offerings.
As viewers continue to navigate a crowded streaming environment, platforms like Peacock are betting that flexible pricing and content personalization will help retain and grow their user base. For subscribers, the changes mean more options—but also a need to weigh the value of those options against their entertainment budget.
