Like clockwork, Peacock is raising subscription prices again

Peacock, NBCUniversal’s streaming home for The Office and Love Island USA, is going to cost a good bit more starting on July 23, Variety reports. The streaming service’s two existing tiers will cost an additional $3 per month, and Peacock will also start testing a cheaper $7.99 “Select” tier that includes access to NBC and Bravo shows and a limited number of titles from the NBCUniversal back catalog.

With the new price hike, Peacock’s ad-supported “Premium” plan will go from costing $8 per month to $11 per month, and the “Premium Plus” plan, which features fewer ads, will go from costing $14 per month to $17 per month. The discounted annual subscription for the Premium plan is now $110 per year, while the Premium Plus plan is $170 per year. The updated subscription fees will go into affect for new and returning customers on July 23, and on August 22 for current customers.

While these fees are still on the low end of the $25-per-month that Netflix charges for its most premium tier, this is the third time Peacock has raised prices in the last three years. The streaming service’s cheapest plan went from $5 to $6 per month in 2023, and then from $6 to $8 per month in 2024. At this rate Peacock subscriptions will cost an additional $4 in 2026.

Peacock hasn’t achieved the same level of critical acclaim as competitors like HBO Max or Netflix, but the timing of its price hike does follow a recent hot streak. The most recent season of Love Island USA, which streams exclusively on Peacock, was hugely popular. Nielsen rated the show as “the No. 1 most-watched streaming reality series” multiple weeks in a row in June, according to NBCUniversal, and the show became Peacock’s “most-watched entertainment series on mobile devices, with nearly 30 percent of viewership happening on phones and tablets.”

Testing out the new Peacock Select plan seems like a further attempt to capitalize on that reality TV-focused audience. If you’re interested in Bravo and whatever shows are exclusive to Peacock, you can pay $8 and get a huge library of episodes to watch.