The worth of Peacock is flying larger.

Subscription costs for Peacock, Comcast‘s reply to the streaming wars, will enhance by $2 this summer time. The worth adjustment is a method for Comcast’s NBCUniversal to capitalize on the Summer time Olympics in Paris, which can air on NBC’s TV networks and streaming platform.

Peacock’s ad-supported choice will enhance by $2 to $7.99 a month, and its ad-free providing will rise by the identical quantity to $13.99 a month. The annual worth for Peacock with advertisements might be $79.99, whereas the ad-free model will value $139.99 a 12 months.

The worth will rise for brand new subscribers starting July 18, whereas current prospects will get hit with the brand new pricing on or after Aug. 17. The Summer time Olympics start in late July.

Media corporations have appeared for tactics to make streaming worthwhile, as most nonetheless lose cash on the enterprise. Promoting has been a key a part of this technique, in addition to worth will increase.

This worth enhance is Peacock’s second within the final 12 months. Efficient final August, ad-supported Peacock’s worth rose $1 to $5.99, and ad-free went up $2 to $11.99 monthly.

Whereas mum or dad firm Comcast touted Peacock as a shiny spot throughout its current earnings name, losses stemming from the streamer have weighed on earnings. Losses have been stated to have peaked in 2023, and executives count on they’re going to slender in upcoming quarters. Peacock now has 34 million subscribers.

Peacock contains a vary of stay sports activities content material, from the NFL to the Premier League, and sometimes sees an uptick in subscribers throughout marquee occasions.

The streaming service launched in 2020 in time for the Summer time Olympics in Tokyo — which was pushed to 2021 as a result of pandemic.

Executives stated Thursday that Peacock’s unique NFL Wild Card sport through the first quarter helped so as to add, then retain, extra prospects than anticipated.

The streamer has additionally benefited not too long ago from being the primary unique dwelling to Common Footage’ Academy Award darling and box-office hit “Oppenheimer.”

Peacock’s income rose 54% to $1.1 billion through the first quarter in contrast with the identical interval final 12 months. This was due partially to elevated promoting income, which has lagged for conventional TV networks not too long ago.

Executives final week stated the Summer time Olympics is anticipated to herald document promoting income since extra occasions might be featured on broadcast community NBC, along with many being streamed solely on Peacock.

Disclosure: Comcast is the mum or dad firm of NBCUniversal and CNBC.