NBCUniversal's streaming service Peacock is increasing subscription costs again, marking the fourth price hike since launch. The moves reflect the platform's strategy to boost revenue as it works toward profitability.
Peacock confirmed it is raising subscription prices across its tiers. The ad-supported plan increases to $5.99 monthly, while the ad-free premium tier moves to $11.99 monthly. Annual subscriptions also see corresponding increases.
This marks Peacock's fourth price increase since its 2020 launch. Previous hikes occurred in 2021, 2022, and 2023. The frequency of adjustments underscores NBCUniversal's focus on monetization as competition in streaming intensifies.
Peacock launched as a free service with limited content before transitioning to a freemium model. The platform now offers exclusive sports rights, including NFL Sunday Night Football and Premier League matches, alongside NBC programming and original content.
The price increases align with industry trends. Netflix, Disney+, and other major streamers have raised rates multiple times in recent years. Disney+ eliminated its basic ad-free tier in some markets, pushing subscribers toward higher-priced options.
Peacock remains one of the lower-priced streaming options. Netflix's ad-free standard plan costs $15.49 monthly, while Disney+ premium costs $13.99 monthly without ads.
NBCUniversal has not announced specific dates when the new prices take effect, though the company typically phases increases over time for existing subscribers. New customers may see updated pricing sooner.
The price increases come as streaming profitability remains a focal point for legacy media companies. Peacock lost $2.3 billion in 2022 but narrowed losses in subsequent years. NBCUniversal targets profitability by 2025.
Competition continues to shape the streaming landscape. Apple TV+ and Amazon Prime Video offer bundled options, while traditional cable providers package streaming services with traditional TV offerings. Consumer backlash against price increases and password sharing restrictions has prompted some subscribers to downgrade or cancel services.
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