NBCUniversal's streaming service Peacock is raising monthly subscription fees for all of its tiers [1, 2].
The price hikes signal a shift in strategy as the platform moves toward profitability and expands its distribution through new partnerships. This move comes as the industry continues to struggle with the balance between user growth and sustainable revenue.
The price increases took effect on Aug. 18, 2024 [5, 6]. This marks the fourth time the service has raised its rates in four years [1, 3].
Under the new pricing structure, the Peacock Premium plan increased to $12.99 per month from $10.99 [1]. The Premium Plus plan rose to $19.99 per month from $16.99 [1]. Additionally, the Peacock Select plan increased to $9 per month from $8 [3].
Across the various tiers, the monthly increases range from $1 to $3 [4]. The timing of the price hike is positioned ahead of Peacock's upcoming inclusion on YouTube Premium [1].
The service also implemented these changes ahead of the 2024 Paris Olympics streaming lineup [1, 7]. Recent reports indicate that Peacock turned profitable for the first time [8].
Peacock operates primarily in the U.S. market [1]. The company has not provided a detailed breakdown of how the new pricing will affect long-term subscriber retention, though the move follows a broader trend of streaming services increasing costs to offset production expenses.
“Peacock is raising monthly subscription fees for all of its tiers.”
The frequent price adjustments at Peacock reflect a broader industry transition from 'growth at all costs' to a focus on average revenue per user (ARPU). By raising prices after achieving initial profitability, NBCUniversal is leveraging high-demand events like the Olympics and expanding its reach via YouTube Premium to maximize monetization of its content library.
