Peacock and Apple TV Raise Subscription Prices for Fourth Time in Four Years

Peacock and Apple TV entered the streaming market promising competitive prices, hoping to attract viewers away from cable and other established platforms. Over the last four years, both services have raised their subscription rates multiple times, citing increased content costs and the push to become profitable.

For Peacock, these price increases have come alongside a growing catalog of exclusive programming and a push to secure major sports rights, including NFL games. Apple TV has focused on original series like 'Ted Lasso' and 'Severance', investing heavily in award-winning content and premium production values.

Until recently, both platforms kept their base plans relatively affordable compared to cable. But as the streaming market matured and competition intensified, price hikes became more frequent across the industry.

On August 18, 2026, Peacock announced it would increase prices across all plans for the fourth time in as many years. According to TechCrunch and Ars Technica, the ad-supported plan jumped to $8.99 per month, while the ad-free Premium Plus option reached $19.99. New subscribers saw these changes immediately, while existing customers were set to pay more after September 17.

The timing was notable. TechRadar highlighted that the price hike came just ahead of the NFL season, a key driver of viewership for Peacock. The company had just reported its first profitable quarter, and the move was seen as an attempt to sustain momentum and cover rising content costs.

Soon after Peacock's announcement, Apple TV followed with its own increase. On August 28, 2026, Apple raised its monthly price from $12.99 to $14.99, according to outlets like The Verge and TechCrunch. The annual plan also increased from $99 to $119. The Apple One bundle, which includes Apple TV and other services, saw a similar $2 monthly jump.

These changes affected both new and existing subscribers. Most outlets reported that current Apple TV customers would receive a month's notice before the higher charges took effect. The steady price increases reflect a wider trend among streaming platforms, many of which have raised rates to offset higher programming and production expenses.

Both Peacock and Apple TV now cost more than ever for US subscribers. Peacock's ad-free plan is at $19.99 a month, while Apple TV is $14.99. Bundles like Apple One and joint offers between Peacock and Apple TV can soften the blow, but many viewers are looking for new ways to save or are reconsidering which services to keep.

The back-to-back increases have sparked frustration among customers, especially those who have seen their bills climb steadily year after year. Some are seeking out bundle deals, while others are dropping services entirely as the cost of streaming rivals traditional cable.

Subscribers can expect these price changes to be reflected in their upcoming billing cycles, with existing customers receiving advance notice. It remains to be seen whether rising prices will drive significant subscriber loss or push more viewers toward bundled deals and free trial offers. The industry will be watching closely as platforms balance profitability with customer retention in an increasingly crowded market.