Peacock's parent NBCUniversal has pushed through a price hike across all three streaming tiers, with Premium Plus now commanding $19.99 per month — a $3 monthly increase that brings the ad-light offering within striking distance of Netflix's Standard plan. As 9to5Mac reports, the repricing lands two years after Peacock's last major adjustment and reflects continued confidence in subscriber inelasticity across an increasingly crowded market.
The new price architecture
Select moves from $7.99 to $8.99 per month, or $89.99 annually (up from $79.99). Premium climbs from $10.99 to $12.99 monthly — roughly an 18% jump and the steepest percentage increase across the lineup — with the annual rate rising to $129.99. Premium Plus, the mostly ad-free tier with download support, now lists at $19.99 per month or $199.99 per year. New and returning subscribers see the change today, August 18; existing monthly subscribers transition on their first billing date on or after September 17. Current annual plans and active promotional pricing hold legacy rates until expiration.
The justification was predictably corporate. As the streamer put it: "These price changes allow Peacock to continue to create the best experience for its viewers, remain competitive in the marketplace, and deliver unique content across all genres." That sentence, in some form, now accompanies every major streaming repricing.
Bundle leverage as a soft cushion
Apple's discounted bundles — Apple TV with Peacock Premium for $14.99, or with Premium Plus for $19.99 — appear unchanged for now, reducing Peacock's incremental cost to $2 or $7 on top of Apple TV's $12.99 standalone rate. That corridor is now the most defensible entry point for cost-sensitive subscribers, particularly given Apple raised Apple Music and Apple One prices just last month. For households already anchored in the Apple ecosystem, the bundle math has arguably improved relative to direct subscription.
The broader repricing cycle
Peacock's hike arrives amid a sector-wide adjustment. Versant, parent of MS Now (the network formerly known as MSNBC), confirmed a direct-to-consumer subscription launching September 9 at $7.99 per month, with a launch promotion dropping the first year to $39.99 — undercutting Peacock's Select tier and illustrating how newer DTC entrants still anchor below legacy streaming floors. The strategic question for Peacock is straightforward: can content slate strength sustain price elasticity? Premium has now gained $5 per month in roughly two years, a 62% cumulative increase. At some threshold, churn math overtakes ARPU optimization.