It was a transitional Olympics for NBC as people change their viewing habits. NBC's prime-time audience on many nights was half what it was in Rio de Janeiro five years ago. But more people are streaming the Games and following highlight clips.
Cable ratings rose. NBC had its Olympics website and the Peacock streaming service — the latter for the first time.
A study from the 2018 Winter Games found that one-sixth of the Olympics content consumed by Americans was streamed on devices, and that percentage was likely larger in Tokyo, Billings said. In China, 40% of consumption four years ago was on devices. NBC Universal said it now has 52 million people signed up for Peacock, exceeding its expectations. The coming months will see if some of the new customers stay. Billings said NBC needed to do a better job making Peacock a central gathering place for the Games.
Bevacqua conceded the need to improve the navigation experience. “I think we’ve done a better job since the Games started,” he said. “We’ve responded to that.”
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