Peacock to Stream Entire Summer Olympics for the First Time
- NBCUniversal is optimistic that the 2024 Paris Olympics will enhance viewership on its TV platforms.
- The media conglomerate expects an influx of new subscribers for its streaming service, Peacock, attributed to the event.
- This move reflects ongoing trends in sports streaming and the competition among various media outlets.
Peacock will host its first complete Summer Games this year, with NBCUniversal planning exclusive content for the streaming service. The platform has seen a surge in subscribers during major sporting events, and executives anticipate a similar boost during the Paris Olympics. Analyst Craig Moffett notes that this marks a fresh start for Comcast, as the previous Olympics were disrupted by the pandemic and challenging time zones. The favorable time difference for the Paris Games, which is six hours ahead of the U.S. East Coast, contrasts sharply with the 13-hour gap during the Tokyo Olympics in 2021. Molly Solomon, NBC's executive producer of the Olympics, highlighted that Peacock did not have full broadcasting rights for the previous Games, making this year’s offering more comprehensive. Live sports have consistently attracted significant viewership, both on traditional TV and streaming platforms. NBCUniversal has already secured over $1.2 billion in advertising for the Summer Games, setting a record for Olympic advertising revenue. Every event will be available live on Peacock, allowing fans to enjoy the Games without a cable subscription. Live sports are seen as a crucial avenue for streaming services to attract and retain subscribers. In addition to the Olympics, NBCUniversal has strengthened its sports portfolio by announcing an 11-year media rights deal with the NBA, which will include exclusive games on Peacock starting in the 2025-2026 season. NBC holds the U.S. broadcast rights for all Summer and Winter Games through 2032.