NBC"s new Olympics strategy shines in Paris 2024

NBCUniversal's strategy for the Paris 2024 Olympics has proven successful, with over 30 million viewers engaging through both TV and streaming platforms. The company generated a record $1.2 billion in advertising revenue, showcasing the effectiveness of their approach. The eye-catching scenery of Paris, including the Opening Ceremony on the Seine River, contributed to the appeal, alongside favorable time zones that allowed for live broadcasts during the day. In preparation for the Games, NBC also focused on airing Olympic trials, a strategy that had not been emphasized in previous years. This led to increased viewer engagement and anticipation for the main events. The streaming platform Peacock played a crucial role, with 23.5 billion minutes of content streamed, marking a 40% increase compared to all prior Olympics combined. The first week of the Summer Games saw an estimated 2.8 million new subscribers to Peacock, averaging nearly 400,000 daily sign-ups. While some of these new customers may leave, many are expected to remain, indicating a positive trend for the platform's growth. NBC's innovative approach included rebranding evening broadcasts as "Primetime in Paris," which featured replays of significant events along with additional programming. Looking ahead, NBC plans to apply the successful strategies from Paris to future events, including the Milan Winter Olympics in 2026 and the Los Angeles Summer Games in 2028. Executives believe that the advancements made in sports coverage through Peacock will enhance the viewing experience for audiences in the years to come.