For the fourth time in four years, Peacock has raised its prices. The Select plan, which includes ads but no sports or originals, now costs £9 a month, up from £8. The standard ad-free plan (Premium) is now £20 a month, after previously costing £17, while the middle tier with ads (Premium) increased to £13 from £11.

The streaming service turned a quarterly profit for the first time in Q2 2026, raking in $189 million in adjusted EBITDA. Revenue from subscriptions and advertising both surged, up over 50% and nearly 70% respectively, according to Comcast CFO Jason Armstrong.

While Peacock’s newfound profitability might suggest a brighter financial future, Michael Cavanagh of Comcast expects variation from quarter to quarter. High-profile content deals, such as the NBA exclusivity deal worth $2.5 billion annually, will continue to strain finances. Higher prices could fund better programming, but whether that promise delivers remains to be seen.

With 48 million subscribers, Peacock’s growth is undeniable. However, just how sustainable this financial turnaround is in a crowded streaming market remains unclear. As viewers face increasing costs, the service will need to deliver consistent quality and innovation to keep them engaged.