peacock premium

Walmart will soon expand its streaming offerings to its subscription members, with the retail giant announcing a new partnership with NBCUniversal’s Peacock on Monday.

Starting Sept. 15, Walmart+ subscribers can choose to receive ad-supported versions of Peacock Premium or Paramount+ as part of their membership. Every 90 days, Walmart+ members can switch between the two services.

“The additional option of Peacock Premium adds even more value and more choice to our membership, without raising the price,” said Deepak Maini, senior vice president of Walmart+, in a statement. “This is just one of the many ways we’re evolving Walmart+ to meet the needs and wants of today’s consumer.”

The move could appeal to consumers who feel overwhelmed by the different streaming choices and give them a chance to sample what each platform offers without dealing with additional cost.

Walmart+, which charges $98 for an annual plan, includes free shipping, free same-day delivery on groceries and prescriptions, gas discounts and other benefits. Adding more streaming content could help Bentonville, Ark.-based Walmart compete with Amazon Prime, though Walmart does not invest in original content, unlike the Seattle e-commerce behemoth.

Walmart declined to say how many people subscribe to Walmart+.

In 2020, Walmart launched Walmart+, which competes with Amazon’s $139 annual Prime membership. Prime offers perks such as free shipping and streaming series such as “The Summer I Turned Pretty” and “Reacher,” action movie “The Pickup” and NFL football games.

Last week, Amazon announced that Peacock Premium Plus, the streaming service’s ad-free version, would be available on Prime Video for an additional fee, along with 100 other subscription options in the U.S. Amazon also said it had a multiyear deal for the Peacock app to be available on its Fire TV in the U.S.

Walmart has had a spotty track record on its own streaming efforts and currently does not have its own streaming service or produce its own originals. In 2010, Walmart purchased video-on-demand service Vudu and in 2018 partnered with MGM to create original programming for the platform. The retailer later sold Vudu to Fandango in 2020.

Before that, Walmart launched a web store to sell movie and TV show downloads but shut it down in less than a year after its partner, Hewlett-Packard Co., discontinued the technology for the site after it underperformed.

NBCUniversal’s Peacock is rolling out a $3-a-month price hike for most streaming customers.

Beginning July 23, Peacock Premium will cost $10.99 a month, up from the current $7.99 fee, the company announced Thursday. The Premium Plus option will jump to $16.99 a month, up from $13.99.

Customers can pay $109.99 for an annual plan of Peacock Premium or $169.99 a year for its Premium Plus option.

Peacock is not the first streaming service to raise its fees as the cost of sports and other programming escalates.

Netflix raised its price on most plans in January, with its commercial-free standard plan increasing $2.50 a month to $17.99.

Media companies have been ratcheting up the fees as they struggle to transition from highly profitable but declining business models, including a heavy reliance on pay-TV distribution fees.

This spring, the share of viewers watching programs on streaming services eclipsed viewership of linear channels as traditional television companies increasingly focus on their streaming products.

Comcast-owned NBCUniversal has lost billions of dollars building its Peacock streaming service, which launched five years ago. The payoff remains elusive as the service lags Netflix, Amazon Prime Video and others in terms of subscriber counts and audience share.

Depending on billing cycles, some current Peacock subscribers will see the increases in their bills around Aug. 22.  

NBCUniversal said it would test a new Peacock “Select” tier, which will feature current seasons of NBC and Bravo shows and library titles for the former Peacock Premium price of $7.99 a month or $79.99 a year.

The company touted its programming including “Love Island USA.”

In the television season that begins in September, Peacock will have “Sunday Night Football,” NBA, WNBA, Premier League, Big Ten and the FIFA World Cup soccer championships in Spanish. It will also broadcast the Super Bowl and Milan-Cortina Winter Olympics and Paralympics in February 2026.

Surges in pricing come as consumers have faced several years of inflation and economic uncertainty. People who ditched their pricey cable bundles in favor of cheaper streaming services have found their total monthly subscriptions can add up quickly.

Staff writer Wendy Lee contributed to this report.