If there were any doubts that streaming TV has finally hit its stride in 2024, NBC was ready to knock them down this month.
Although the network didn’t break out the share of 2024 Olympics viewing split between its three platforms—Peacock streaming, broadcast TV (NBC, Telemundo) and its cable channels (such as USA Network, E! and NBCSports)—the company’s enthusiasm about Peacock’s performance from Paris underscored the growing perceived value of streaming video in the media mix. NBC crowed that the 23.5 billion minutes of Paris Olympics coverage streamed via Peacock during the games, July 19-Aug. 11, was up “40% from all prior Summer and Winter Olympics combined.”
