Just when it seemed streaming couldn’t squeeze your wallet any tighter, Peacock drops another price bomb. 
For the third year straight, NBCUniversal’s streaming platform is raising its subscription rates-again.
Starting July 23 for new subscribers, and on or after August 22 for existing ones, prices are jumping across the board. The ad-supported Peacock Premium plan is climbing from $7.99 to $10.99/month, while the ad-free Premium Plus will set you back $16.99/month instead of $13.99. That’s a $3 bump no matter your tier.
Annual subscribers aren’t spared either. Peacock Premium is rising from $79.99 to $109.99 per year, and Premium Plus jumps from $139.99 to $169.99.
In an attempt to soften the blow, Peacock is experimenting with a cheaper $7.99 “Select” tier-still ad-supported-that offers access to NBC, Bravo, and select other content. But that’s cold comfort when Peacock’s ad-supported plan is now pricier than those of Netflix, Disney+, Max, and Paramount+.
Is Peacock worth it? That depends on your viewing habits. While some scoff at its focus on reality TV, others are hooked. Love Island USA recently pulled big numbers, and the spin-off Love Island: Beyond the Villa is already gaining steam. Original dramas like Poker Face and Dr. Death have also carved out loyal audiences.
Where Peacock might shine brightest is in sports. Later this year and into 2026, the platform is stacking its lineup with live broadcasts of the NBA, WNBA, Sunday Night Football, Premier League, Big Ten, and even the FIFA World Cup-in Spanish. NBCU also secured rights to the 2025 NBA All-Star Weekend, Super Bowl LX, and the 2026 Winter Olympics. According to NBC, Peacock will stream more live sports in 2026 than any other major competitor.
That could justify the rising costs, at least for sports fans. And with subscriber numbers climbing from 36 million to 41 million in just a few months, Peacock may be onto something. But the real test will come after August-when subscribers decide if Peacock’s growing catalog is worth its growing price tag.