Comcast Raises Peacock Streaming Prices Amid Growing Competition

Comcast is raising the price of its Peacock streaming service to $11/month for the ad-supported plan and $17/month for the ad-free version, a 38% increase for the ad-supported plan. The new "Select" tier at $8/month offers current seasons of NBC and Bravo shows along with select library content. Peacock's paid subscribers increased by 20% YoY to 41 million, while revenue grew by 16% YoY to $1.2 billion.

Comcast's Peacock streaming service has announced a significant price increase for its ad-supported and ad-free plans. The new pricing structure, effective July 23, 2025, will see the ad-supported plan increase to $11 per month, a 38% increase from the previous $8 per month. The ad-free tier will rise to $17 per month, a 20% increase from the previous $14 per month. Additionally, a new "Select" tier is being introduced at $8 per month, offering current seasons of NBC and Bravo shows along with select library content.

This price increase comes as Peacock's subscriber base has grown by 20% year-over-year (YoY) to 41 million subscribers, and revenue has increased by 16% YoY to $1.2 billion [1]. The company attributes the price increase to the substantial investment in sports content, particularly the NBA, which is expected to arrive on the platform in October.

While the price hike is significant, it is part of a broader trend in the streaming industry, with other major players like Disney and Apple also raising their prices in recent years. For instance, Apple TV+ raised its price by $3 in 2023, and Disney increased the cost of Hulu and Disney+ without ads by $3 in 2023 and then another $2 in 2024 [1].

Peacock's executives believe that the increased investment in sports content justifies the higher pricing. Mark Marshall, NBCU's chairman of global advertising and partnerships, noted that Peacock will have over 7,500 hours of sports content in the next year alone, more than any other major streaming service [1]. However, for those not interested in sports, Peacock is also investing in popular unscripted series like Love Island and The Traitors, as well as offering all NBC prime-time and late-night programming.

To mitigate potential churn, Peacock is also introducing an annual subscription option that locks in the new prices for 12 months. This option will cost $109.99 for the ad-supported plan and $169.99 for the ad-free plan, effectively lowering the monthly cost to around $9 and $14, respectively.

The new pricing strategy and investment in sports content aim to position Peacock as a competitive player in the streaming market, particularly in the sports segment. However, the success of this strategy will depend on how consumers respond to the price increase and the value proposition of the new content offerings.

References:

[1] https://www.vulture.com/article/peacock-price-increase-2025.html