In a significant move, Peacock has raised its subscription prices for the fourth consecutive year, marking a pivotal moment as the streaming service recently reported its first quarterly profit. The price adjustments reflect a strategic shift as the platform seeks to enhance its revenue streams.
New Pricing Structure
The changes in pricing are as follows: the Select plan, which includes ads but excludes sports, movies, and Peacock originals, has increased from $8/month to $9/month. The standard ad-supported plan (Premium) now costs $13/month, up from $11/month, while the ad-free Premium Plus plan has risen from $17/month to $20/month. Annual subscriptions continue to offer 12 months for the price of 10.
Profitability Achieved
Peacock achieved its first quarterly profit in Q2 2026, reporting an adjusted EBITDA of $189 million. This financial milestone was accompanied by a significant increase in revenue, with subscription income rising over 50% and advertising revenue climbing nearly 70%, as noted by Comcast CFO Jason Armstrong during an investor call.
Subscriber Growth and Future Challenges
During the same quarter, Peacock gained 2 million new subscribers, bringing its total to 48 million. However, despite this growth and newfound profitability, Comcast co-CEO Michael Cavanagh cautioned that profitability may fluctuate quarterly, influenced by the content released each period.
Investment in Live Events
Peacock’s profitability will be tested against substantial ongoing investments in live events. Notably, NBCUniversal has committed to an 11-year deal worth $2.5 billion annually to air approximately 50 exclusive NBA games on Peacock, alongside other significant investments in programming such as Sunday Night Football and the Premier League. The recent price hikes may serve to support these programming costs, but the sustainability of annual increases remains uncertain.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
