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 platform’s ad-supported Premium plan will increase to $10.99 per month, while the Premium Plus tier—offering an ad-free experience and additional features—will move to $16.99 per month. This adjustment comes as part of a broader strategy to align pricing with content investment and perceived value, especially ahead of upcoming programming expansions.
In addition to the price increase, Peacock will launch a new subscription option known as the “Select” tier. This plan, priced at $7.99 per month, is designed for viewers interested primarily in current-season programming from NBC and Bravo, along with access to select library titles. The tier will be rolled out in a testing phase, allowing the company to gauge interest and tailor its offerings based on user 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 established itself as a significant contender in the streaming industry, especially regarding live sports events. The company states its goal is to offer more live sports content in 2026 than other major competitors like Amazon Prime Video, Hulu, Netflix, Apple TV+, HBO Max, and Paramount+ together. This approach highlights NBCUniversal’s expertise in sports broadcasting, which includes events like the Premier League, NFL, WWE, and the Olympics.
Regarding the increase in users, Peacock is still gaining popularity. The service announced having 41 million paying users in the year’s first quarter, which reflects a rise from 36 million at the end of the prior year. This progress indicates an expanding interest in Peacock’s combination of live events, reality shows, and movie premieres.
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 adjustment in pricing and the launch of a fresh tier occur at a crucial time for the streaming sector. As services vie not only for audiences but also for sustained financial success, several are reconsidering their approaches to content, pricing strategies, and tier arrangements. Peacock’s recent action mirrors a widespread industry pattern where platforms are more frequently categorizing viewers and testing diverse pricing to suit distinct user preferences and financial plans.
With these modifications, NBCUniversal demonstrates a commitment to expanding its streaming revenue while staying attuned to market trends. The permanence of the Select tier will probably be determined by its success in drawing in subscribers interested in accessing recent network television content without engaging with the entirety of Peacock’s services.
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.
