Peacock is raising its subscription prices for the third time in three years, with the Premium plan increasing from $7.99 to $10.99 and the Premium Plus from $13.99 to $16.99, effective July 23, 2025, for new customers and starting August 22, 2025, for existing subscribers depending on their billing cycle.

Despite not achieving critical acclaim like some competitors, Peacock has seen a boost in viewership driven by popular shows such as 'Love Island USA,' which was the top streaming reality series in June 2025.

The platform continues to expand its content lineup with upcoming major sports events including 'Sunday Night Football,' NBA, WNBA, Premier League, FIFA World Cup, Super Bowl, and the Winter Olympics in February 2026.

Peacock has been increasing its original programming, featuring hits like 'Poker Face,' 'Love Island,' and 'Dr. Death,' and plans to stream NBA games later in 2025.

Upcoming movies include 'Jurassic World Rebirth' and 'Wicked: For Good,' along with returning shows like 'The Traitors' and key NBC programming.

NBCUniversal has reported significant financial losses from Peacock, which launched five years ago and still lags behind competitors like Netflix and Amazon Prime Video in subscriber numbers.

Peacock aims to stream more live sports than its competitors, including Amazon Prime, Hulu, HBO Max, Apple TV, and Netflix, with a goal to surpass them by 2026.

The recent price hike follows the success of 'Love Island USA' and coincides with the NBA's return to NBC and Peacock in fall 2025.

In Q1 2025, Peacock's revenue increased by 16%, and its operating loss narrowed significantly from $639 million to $215 million year-over-year.

As of the end of Q1 2025, Peacock reported 41 million paid subscribers, up from 36 million in 2024, largely thanks to a bundling deal with Charter Communications.

The new pricing applies to both new and existing customers starting from the effective date, with the price increase occurring amid ongoing inflation and economic uncertainty.

The timing of the price increase appears strategic, aiming to capitalize on the NFL's return in September and other major NBC programming in the fall.