The ad-supported Select plan moves to $8.99, while the Premium tier climbs to $12.99. The ad-free Premium Plus subscription now costs $19.99 per month. New and returning users face these rates immediately upon the August launch, while existing members will see the changes reflected on their billing cycles after September 17. Annual subscribers and those under active promotional offers remain shielded until their current terms conclude.
NBCUniversal justified the shift as a move to remain competitive and fund unique content production. This decision follows a period of aggressive feature expansion, including an AI-powered vertical video feed for reality franchises and live sports cropping tools. The platform recently reached 48 million subscribers, bolstered by high-profile sports programming and reality television hits. Despite these additions, the platform has now increased prices four times since its 2020 debut, mirroring the aggressive monetization strategies seen at Netflix and HBO Max.
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