Comcast-owned streaming service Peacock is increasing its subscription prices by $3 per month for new customers starting July 23, 2025. This hike represents an almost 38% increase for the lowest-priced plan, pushing Peacock's cost above that of competitors such as Netflix, Disney+, HBO Max, and Paramount+. This marks the third price increase for Peacock since 2023. Alongside the price increase, Peacock plans to test a new $7.99 monthly "Select" tier, which will be ad-supported and offer limited content access, excluding sports and some other programming. The move aims to reduce streaming losses while retaining budget-conscious users amid the platform's strategic pivot. The price for the ad-free plan will rise to $17 per month. The price adjustments come as Peacock benefits from the success of shows like "Love Island USA."