WASHINGTON — Peacock, NBCUniversal’s streaming service, has announced a $3 monthly increase in its subscription fees. 

The new pricing is the third hike in three years, coming on the heels of an increase last summer right before the Paris Olympics. 

The recent rate hike occurs shortly after the Peacock reality series “Love Island USA” concluded its seventh season, during which it enjoyed a chart-topping success this summer.

Starting July 23, 2025, the price adjustments will take effect, with the ad-supported Peacock Premium plan rising from $7.99 to $10.99 per month, while the mainly ad-free Premium Plus plan will increase from $13.99 to $16.99 per month.

Yearly rates for both Premium and Premium Plus plans will also rise to $109.99 and $169.99, respectively. Current subscribers will see these changes reflected on or after August 22, according to their billing cycles.

Peacock plans to introduce a new “Select” tier, priced at $7.99 a month. Starting on the same day as the price increases, the “Select” plan will offer access to current NBC and Bravo shows with a limited library content and no sports.

With the updated prices, Peacock’s ad-supported plan is slightly pricier than comparable tiers from other streaming giants like Netflix, Disney+, HBO Max, and Paramount+. 

Netflix’s ad-free standard plan is priced at $17.99 per month, raised in January 2025, while the company offers a ad-supported plan for $7.99 per month. Netflix on Thursday announced another quarter of steady growth built upon its video streaming service’s more than 300 million subscribers. 

Disney+, Hulu and HBO Max each offers a $9.99 basic ad-supported monthly plan, along with options to bundle the streaming services together for a discounted price.