NBCUniversal execs have believed Peacock is underpriced relative to the streamer’s rivals — and, to that point, the company is raising rates for the third time in three years. Starting July 23, the price for Peacock Premium (which includes ads) will increase by $3 to $10.

The streaming service's two existing tiers will cost an additional $3 per month, and Peacock will also start testing a cheaper $7.99 "Select" tier that includes access to NBC and Bravo shows and a limited number of titles from the NBCUniversal back catalog.

Streaming just got a little more expensive — again. The latest culprit: Peacock. NBCUniversal’s streaming platform is hiking prices once more, joining the now-annual tradition of subscription increases across the streaming industry.