NBCUniversal is betting the Paris Olympics will drive viewership across its TV platforms and drive more subscribers to its streaming service, Peacock.
NBCUniversal is looking to capitalize on the Paris Summer Olympics for its four-year-old streaming service, Peacock.
There are a handful of reasons this Olympics looks better for Peacock than recent Games, such as the favorable time zone — Paris is six hours ahead of the East Coast in the U.S., versus 13 hours for Tokyo in 2021. The end of the restrictions from the early days of the Covid pandemic is also a big factor, along with the allure of the host city of Paris.
The 2020 Tokyo Olympics, which were held in 2021 due to the Covid pandemic, drew the lowest-ever audience for the Summer Games. The Beijing Olympics in 2022 had the lowest viewership ever for the Winter Games, which are notably smaller than the Summer Olympics. While competitions will play out live during the day in the U.S., NBC has branded the evening as"Primetime in Paris" and will replay big events along with in-depth programming such as interviews.
Live sports remains the last opportunity to attract large TV audiences and for streaming services to sign up and keep customers.The streaming platform — which costs $7.99 with ads or $13.99 commercial-free — has benefited from its parent company's portfolio of sports rights. The National Football League, English Premier League, Nascar, Big Ten college football, golf and the Spanish-language broadcast of the World Cup have all played a role in keeping customers.
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