Overview
- Preliminary Nielsen and NBCUniversal data show a combined live-plus-same-day audience of 21.4 million across NBC’s live and primetime presentations and Peacock, with final figures due Tuesday.
- Peacock generated about 3.0 million streams per Adobe Analytics, the highest for a Winter Olympics Opening Ceremony since NBC began reporting streaming in 2015, implying roughly 18.4 million from traditional TV.
- NBC Sports president Rick Cordella said the audience exceeded internal expectations, calling the broadcast a strong start for the Games.
- Analysts note that expanded out-of-home measurement and Nielsen’s new panel-plus–Big Data approach can inflate year-over-year gains, and Beijing 2022’s pandemic conditions make it an atypical baseline.
- Viewership benefited from a U.S.-friendly time difference and Peacock’s larger subscriber base, as the spectacle showcased Italian cultural performances including Mariah Carey, Andrea Bocelli and Laura Pausini.