Peacock Hits Streaming Gold With Milan Cortina Olympics

Peacock and NBCUniversal are enjoying a record-setting Olympic week, with the Milan Cortina Games delivering 6.3 billion minutes viewed across Peacock and NBCU digital outlets through mid-event—outpacing combined totals from 2018 and 2022. NBCUniversal’s Olympic programming is drawing 25.7 million viewers across its platforms at the point, about 60% higher than the 2022 Games, while the Super Bowl’s roughly 125 million viewers place Peacock/ NBCU at the center of the action. Olympic rights costs remain substantial (about $7.75 billion for 2022–2032, plus a $3 billion extension for 2034–2036), and Peacock’s growth in late 2025 comes with ongoing losses linked to sports rights and streaming NFL games.