NBCUniversal is hoping that the 2022 Winter Olympics will help its Peacock streaming platform.
The firm said on Wednesday that every event, as well as NBC’s primetime show and studio programs, will be streamed live on Peacock’s premium tier. There will be no need for a pay-TV subscription for all paying users.
That is a substantial shift in policy from the Tokyo Olympics, which took place last summer. Last year, Peacock aired gymnastics, track & field, and men’s basketball, as well as some streaming-exclusive studio programs. The expectation was that these marquee sports would drive memberships.
However, like with previous Olympic Games, the main NBC primetime show and all other events were exclusively accessible to view on NBCSports.com with a verified pay-TV subscription. As a result, the only option to view all of the sports was to pay for cable or satellite television. The games in 2022 will turn it on its head.
In addition, NBC will make replays of all events, as well as daily programs, medal ceremonies, and other material, accessible to watch on Peacock shortly after they are complete. The company’s TV coverage plans will be revealed at a later date, and the Beijing Winter Olympics will begin on February 4 with the opening ceremonies.
The impact of last year’s Olympics on Peacock remains murky, with the business refusing to release exact subscription figures after the games ended. According to Antenna Data, the Olympics were the service’s largest paid sign-up generating event to that point, producing 151 percent more paid sign-ups than The Office and 108 percent more than WWE WrestleMania. However, the possibility of churn after the games concluded may have influenced the decision to limit subscription numbers.
The plan to live stream the Olympics raises the possibility of dispute between NBCU and some of its partners, particularly the carriers that pay for its channels. NBC’s local affiliates, on the other hand, are supportive of the move.
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