The Milan Cortina Winter Olympics kicked off to a strong start, with its opening ceremony attracting a significant audience across both traditional broadcast and streaming platforms. Early figures indicate a notable increase in viewership compared to previous Winter Games, signaling robust public interest in the event. NBCUniversal is particularly pleased with the digital performance, as streaming numbers reached unprecedented levels for a Winter Olympics.
The initial ratings demonstrate a powerful beginning for the Milan Cortina Winter Olympics, surpassing expectations and setting a positive tone for the upcoming weeks of competition. This strong start bodes well for the overall engagement and success of the Games, especially as NBC prepares to leverage major events like the Super Bowl to further boost viewership.
Record-Breaking Viewership for Winter Olympics Opening
The Milan Cortina Winter Olympics opening ceremony achieved a remarkable viewership of 21.4 million across NBC and Peacock, as reported by preliminary Nielsen and Adobe Analytics data. This impressive figure represents a 34% surge in audience compared to the opening ceremony of the 2022 Beijing Winter Olympics, which had garnered 15.9 million viewers using similar measurement methodologies. The substantial increase underscores a heightened public interest and engagement with the Winter Games, signaling a promising start for the entire event. NBCUniversal noted that the official Big Data + Panel viewership from Nielsen would be released on Tuesday, but the early numbers already point to a significant success in attracting a wide audience.
Rick Cordella, President of NBC Sports, expressed his satisfaction with the early results, stating, "We are off to a strong start with Friday's captivating Opening Ceremony highlighted by the historic cities, the scenic mountain areas, and the Parade of Athletes. The Opening Ceremony audience exceeded our expectations, and we can't wait for the next two weeks of competition." The ceremony, broadcast live from Italy, was presented in both an afternoon slot, referred to as "Milan Prime," and a primetime broadcast, effectively capturing audiences across different time segments. This dual-broadcast strategy, combined with the accessibility of streaming, played a crucial role in delivering these impressive preliminary ratings.
Peacock Streaming Soars and Future Audience Boosts
NBCUniversal proudly announced that the Milan Cortina Winter Olympics opening ceremony drew over 3 million viewers on its streaming platform, Peacock, marking it as the most-streamed Winter Games opening ever. The company further highlighted that the total streaming consumption for the Milan Cortina Olympics across all NBCUniversal platforms had already surpassed 700 million minutes by Friday. This monumental figure is a testament to the growing trend of digital viewership and represents a staggering 2.5 times increase compared to the 2022 Beijing Olympics over a similar timeframe. The robust performance on Peacock illustrates the successful integration of traditional broadcast with modern streaming options, catering to diverse viewing habits.
Beyond the opening ceremony, the Winter Olympics also provided a significant uplift to other programming. For instance, Friday's episode of "The Tonight Show Starring Jimmy Fallon" experienced a considerable boost, achieving its highest viewership since Thanksgiving with 2.3 million viewers, thanks to the Olympics lead-in. Looking ahead, the Winter Olympics are poised to receive another substantial ratings surge. NBC plans to air its coverage of the Winter Olympics immediately following Super Bowl LX on Sunday, February 8th, at approximately 10:45 p.m. ET. This strategic placement, eschewing the typical practice of promoting a new entertainment program, will feature key events such as the women's downhill competition and team figure skating, including Lindsey Vonn's highly anticipated comeback bid, guaranteeing a massive audience for the Games.