Full Breakdown
Peacock Raises Prices for Fourth Time as It Posts First Profit
8/19/2026, 1:48:23 AM
Core Price Increase Details
- Effective August 18, 2026 for new and returning subscribers:
- Peacock Premium – $12.99 per month (up from $10.99)
- Peacock Premium Plus – $19.99 per month (up from $16.99)
- Peacock Select – $8.99 per month (up from $7.99)
- Effective on or after September 17, 2026 for existing subscribers, based on the next billing date.
- Annual plans also rise: Premium $129.99 (up $20), Premium Plus $199.99 (up $30), Select $89.99 (up $10).
Background & Context
- Peacock launched in July 2020 as NBCUniversal’s ad-supported streaming service.
- The platform has increased its subscription fees each year, marking its fourth hike in as many years; the previous increase occurred in July 2025.
- The move aligns with a broader industry trend—Netflix, HBO Max, Apple TV+, Paramount+, and YouTube Premium have all raised prices over the past two years.
Subscriber Base and Financial Performance
- NBCUniversal reported 48 million paid subscribers at the end of June 2026, a gain of 2 million from the prior quarter and up from 41 million a year earlier.
- Comcast’s second-quarter earnings release showed Peacock posted its first profitable quarter, generating $189 million in profit and $1.9 billion in revenue, compared with a $101 million loss and $1.2 billion revenue in the year-ago period.
- Comcast Co-CEO Mike Cavanagh called the results “important evidence” that the company is managing event-driven churn effectively, while warning that profitability may vary quarter to quarter based on sports and content schedules.
Official Statements & Responses
- The company emphasized that the adjustments support continued investment in live sports (NFL Sunday Night Football, NBA, WNBA, Premier League, college football and basketball) and original programming.
Data & Statistics
- Monthly price differentials: Premium + $2, Premium Plus + $3, Select + $1.
- Annual plan increases: Premium + $20, Premium Plus + $30, Select + $10.
- Content highlights include live-sports rights, movies such as *The Super Mario Galaxy Movie* and *Obsession*, originals like *The Five-Star Weekend*, and reality series *The Traitors* and *Love Island USA*.
Conflicting Reports & Gaps
- CNET listed the new monthly rates as $13 for Premium, $20 for Premium Plus, and $9 for Select, which differ by $1 from the $12.99, $19.99, and $8.99 figures announced by Peacock. No clarification was provided on which pricing structure will apply to existing versus new customers.
- All sources agree on the effective dates (August 18 for new/returning, September 17 for existing), but details about how promotional-rate expirations will be handled were not disclosed.
Why It Matters
- The price hike underscores a shift in the streaming sector from subscriber acquisition to profitability, leveraging live-sports contracts and exclusive content to justify higher fees.
- Peacock’s profitability milestone may shape Comcast’s broader strategy for its media assets and influence future negotiations for sports rights and original-content investments.
What’s Next
- The new rates take effect for new and returning users on August 18, 2026, with existing accounts transitioning on or after September 17, 2026, depending on billing cycles.
