Peacock has stopped offerings its free tier to new customers. As first reported by The Streamable, potential subscribers who visit Peacock’s website will now only see two ways to access the platform: Peacock Premium and Premium Plus. Either way, if you’re new to Peacock, you’ll need to pay to access the service’s library of content. The free tier still exists but is only available to current users who cancel their Premium subscription or those who had access to one of the paid tiers for free — for example, Cox internet customers. 

A Peacock spokesperson told Engadget the move is reflective of a strategy shift within NBCUniversal. The company believes Peacock’s paid tiers are the best way to experience what the service has to offer. By the end of the year, Peacock Premium will offer more than 100,000 hours of content for subscribers to watch, including live sports content from the Premier League and Women’s World Cup, as well as next-day streaming of Bravo shows and originals like Bel-Air. The platform’s subscriber total grew to 20 million in 2022, up from 9 million the year before. However, Peacock has yet to generate a profit for NBCUniversal owner Comcast. The company expects the service to start inching toward profitability in 2024. Presumably, it hopes to accelerate that timeline by doubling down on Peacock’s Premium tiers. 

To make up for the removal, Peacock is offering a promotion to new subscribers. You can get an annual subscription to the ad-supported Premium tier for $30, down from $50 normally. 

Update 5:45PM ET: Added context from NBCUniversal.