NBC ripped up its Olympics playbook for 2024 — so far, the new strategy paid off

Comcast’s NBCUniversal focused all its resources on the Summer Olympics, resulting in over 30 million viewers on NBC’s TV and streaming platforms. Executives plan to apply the same strategies to future live sports, including future Olympics and a new NBA agreement. Comcast renewed its rights for the Olympics in 2014, with a commitment to pay $7.65 billion for the Games between 2022 and 2032. The success of NBCUniversal’s internal roster, earlier marketing, and strategic use of talent contributed to the positive outcome. Peacock, NBC’s streaming platform, played a significant role, with 23.5 billion minutes of the Olympics streamed. The lessons learned from the Paris Olympics will guide future events, including the Winter Olympics in 2026 and the Summer Games in 2028, as well as other live sports coverage on NBC and Peacock.