Peacock will stream more than 5,000 hours of live coverage, including all 329 medal events.
The Eiffel Tower as the Olympic Rings are displayed during previews ahead of the Paris 2024 Olympic Games on July 20, 2024, in Paris. NBCUniversal launched its Peacock streaming service in 2020 with the hope that the Summer Olympics would make it a must-have.
This time around, the media giant promises things will be different. Peacock is not just an adjunct but the hub of NBC’s live coverage of the Paris Summer Olympics, which run for 17 days starting Friday. “This is the first time in history the consumer will have one comprehensive destination for all things Olympics,” said Kelly Campbell, president of Peacock and direct-to-consumer.
“They won’t keep all of those subscribers after the Olympics are over, but they’ll surely keep some of them,” according to analyst firm MoffetNathanson, which described the Paris Summer Games as a “relaunch moment” for Peacock. The network broadcast the Summer Olympics from Barcelona in 1992 with just 171 hours worth of programming, at a time when cable gave viewers a greater array of channels to watch than they had before. In an effort to cater to the new TV landscape — and generate revenue to cover steep rights fees — the network offered consumers additional hours of coverage through a pay-per-view cable option called the Olympics Triplecast.
Lee Berke, president of LHB Sports, Entertainment & Media, said NBCUniversal is positioned well for Paris as consumers are more comfortable streaming live sports, especially after Peacock presented an NFL playoff game in January to big ratings.
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