Peacock’s ad-free tier is getting a bigger door onto Roku. NBCUniversal and Roku have signed a new distribution agreement that will bring Peacock Premium Plus into Roku Premium Subscriptions, the program that lets Roku users sign up for outside streaming services and manage them through a single Roku bill. The news was first reported by Deadline.
Peacock Premium Plus is the $16.99-a-month, ad-free version of NBCUniversal’s streamer. Subscribers also get the ability to download select titles for offline viewing and a live feed of their local NBC station. Until now, Peacock customers on Roku could download the app and subscribe, but the relationship between the two companies had never formally extended to Roku Premium Subscriptions, the billing hub Roku uses to sell third-party services the way Amazon does through Prime Video Channels.
That’s the shift.
Roku Premium Subscriptions rolled out in 2019 as Roku’s answer to the growing glut of standalone streaming apps. The pitch has always been simple. One login, one credit card, one place to cancel. Adding Peacock Premium Plus to that lineup puts NBCUniversal’s ad-free offering alongside the other paid services Roku already sells through the program, and it gives NBCU a direct line to the Roku homescreen for promotion.
For NBCUniversal, the timing tracks with a broader push. Peacock ended 2025 with 44 million subscribers after adding 3 million in the fourth quarter, but the service is still losing money, weighed down by rising sports rights costs. Parent company Comcast has been widening Peacock’s reach through partner deals rather than relying on direct signups alone. Peacock Premium Plus launched on Prime Video last August at $16.99 a month. A bundle with Apple TV at $19.99 monthly followed in October 2025. Earlier this year, NBCU struck a distribution arrangement with YouTube TV that included priority placement for Peacock.
The Roku deal fits the same pattern. Go where the viewers already are.
Roku reported 43 million active accounts when it first cut a deal with NBCUniversal back in September 2020, ending a standoff that had kept Peacock off the platform for two months after launch. That fight was about ad inventory. This one isn’t. Financial terms of the new agreement have not been disclosed.
Peacock currently sells three paid plans. Select runs $7.99 a month and drops live sports. Premium, the main ad-supported tier, is $10.99. Premium Plus sits at the top at $16.99 monthly or $169.99 annually. Only the Premium Plus tier is heading into Roku’s subscriptions program under the new pact, based on Deadline’s reporting.
The expanded partnership comes as Peacock adjusts its content mix. The service parted with the bulk of its WWE library at the end of 2025 when that programming moved to Netflix, and NXT Premium Live Events shifted to YouTube in March. Peacock has leaned harder into Premier League soccer, NBA coverage, Bravo reality fare, and Universal theatrical titles like “Wicked: For Good” to hold viewers through the transition.
No launch date for Peacock Premium Plus on Roku Premium Subscriptions has been announced.
