Peacock is getting a $2 price increase

Peacock is getting another price hike. Starting this summer, Peacock’s ad-supported Premium plan will go from $5.99 to $7.99 per month, and its Premium Plus plan will increase from $11.99 to $13.99 per month.

The $2 increase will take effect on July 18th for new customers, while current subscribers will see the price hike on August 17th. Meanwhile, the annual plans will cost  $79.99 for Premium and $139.99 for Premium Plus. Peacock raised prices across both of its plans last year — and that was after it took away its free membership for new users.

As part of its first quarter earnings results last week, Comcast said Peacock added 3 million paid subscribers over the past few months, bringing its total number of subscribers to 34 million. “I think you can expect to see us having a very broad approach,” NBCUniversal CEO Mike Cavanagh said during last week’s earnings call when talking about content on Peacock. “It’s sports, it’s originals, it’s next-day airing of NBC content, it’s our library, and it’s our pay-1 movies.”

Peacock likely saw the opportunity for a price hike this summer, as it plans to stream the Olympic Games in Paris, which kicks off on July 26th. The streamer also recently added movies like Oppenheimer to its slate and held an NFL Wild Card game in January that it says was the “most streamed event ever in the US.” It will also stream an exclusive NFL game in São Paulo, Brazil, on September 6th.

We’ll probably see more price hikes as streamers continue adding a broader mix of content to their services. And while Peacock hasn’t said anything about ways to double down on password sharing just yet, Disney and Max are hopping on Netflix’s bandwagon.