Comcast (CMCSA) - Get Report shares were little changed after a report that its NBCUniversal is contemplating an ad-supported version of its Peacock streaming service that would be free for everyone.

People familiar with the matter told CNBC of the plan.

All of Comcast's major competitors are charging at least some customers for their services. And this might signal a race to the bottom, much as discount-brokerage firms have rushed to pare their trading fees to zero.

Disney's (DIS) - Get Report Disney+, a streaming service with family-friendly content, will be free for a year for Verizon (VZ) - Get Report wireless subscribers. Other watchers pay $6.99 a month, or if they prepay it's $70 a year.

Apple (AAPL) - Get Report will make its TV+ free for a year for those who purchase Apple devices. After that, the service will cost $4.99 a month.

AT&T's (T) - Get Report HBO Max will go free to the company's premium wireless subscribers and top-tier broadband customers. Others will pay $14.99 a month.

Comcast previously intended to provide Peacock free only to cable subscribers and Comcast broadband customers, CNBC said. Viewers also will be able to opt for ad-free service, but that won't be free, CNBC's sources said. CNBC is a division of NBCUniversal.

Comcast may provide several tiers of Peacock to give its customers and other pay-TV subscribers bonus content or other benefits, the sources said. But the main service will be free for everyone.

Comcast shares at last check traded at $44.70, down 0.3%.

Morningstar analyst Michael Hodel sees the stock as fairly valued. "With the core cable business performing very well and strategic initiatives around Peacock and Sky integration, which should bolster media segment results, still in development, we don't expect to materially alter our $45 fair value estimate," he wrote after Comcast's earnings report last week.

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This article is commentary by an independent contributor. At the time of publication, the author held positions in Comcast and Apple.