Peacock has raised prices for the fourth time in four years, with increases of roughly 18 percent across tiers. The ad-supported Select plan rises from $8 to $9 monthly, the standard Premium plan from $11 to $13, and the ad-free Premium Plus plan from $17 to $20. Annual plans remain at 12 months for the price of 10. Previous hikes occurred in July 2025, July 2024, and August 2023.

The streaming service turned its first quarterly profit in Q2 2026, posting $189 million in adjusted EBITDA. Subscription revenue grew over 50 percent and advertising revenue nearly 70 percent, Comcast CFO Jason Armstrong told investors. Peacock added 2 million subscribers, reaching 48 million total.

Comcast co-CEO Michael Cavanagh expects annual profitability to improve but quarterly results to vary based on content slates. The company faces massive ongoing sports costs, including an 11-year, $2.5 billion-per-year deal for 50 exclusive NBA games annually, plus Sunday Night Football and Premier League rights.

With Peacock only recently profitable, annual price hikes may become the norm to fund programming and live sports investments.