Olympics Opening Ceremony Ratings STUN Experts! What Will Happen Next?

NBCUniversal is celebrating a major win. Their broadcast of the Milan Cortina Olympics opening ceremony snagged an average of 21.4 million viewers across NBC and Peacock. That’s a whopping 34% jump compared to the 2022 Beijing Winter Games opener, according to initial data from Nielsen and Adobe Analytics. Not bad, not bad at all.

Olympics Opening Ceremony Ratings STUN Experts! Wh...

The ceremony itself was quite the spectacle, from what I hear. I didn't catch it live, but I saw clips everywhere. The Olympic rings were emblazoned in fireworks, Mariah Carey crooned an Italian ballad, and the crowd wasn’t shy about expressing themselves, even if some of those sentiments, like the jeers aimed at Vice President JD Vance and the Israeli team, were a bit… pointed. The games kicked off across four separate locations, which I think added to the sense of grandiosity.

Peacock is really emerging as a key player for NBCUniversal. The streaming service really drove the viewership numbers, making this the most-streamed Winter Games opening ceremony *ever* for the network. We're talking almost six million more viewers than Beijing's 15.9 million. Remember Peacock? It was initially launched, at least in part, to boost coverage of the 2020 Olympics – the ones that got delayed by the pandemic. It seems that gamble is finally paying off in a big way. This shows the shift in viewing habits; streaming is no longer just supplemental, it's becoming a primary way people consume live events.

This year, NBCUniversal really pushed the live coverage angle. They brought in big names like three-time Olympic gold medalist Shaun White for commentary. That definitely generated a buzz. People love to hear insights from athletes they admire, and I think that strategy contributed to the strong viewership. Sometimes, it's the little things – the right talent, the right promotion – that make all the difference.

Rick Cordella, President of NBC Sports, seems pretty pleased with the results. "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," he said in a statement. "The Opening Ceremony audience exceeded our expectations, and we can’t wait for the next two weeks of competition.” It’s the kind of quote you expect, but it’s also genuine enthusiasm, I think. They’ve got the U.S. media rights to the Olympic Games through 2036, so they’re heavily invested in its success.

Looking ahead, we’ve got some exciting locations on the horizon: Los Angeles (2028), the French Alps (2030), Brisbane (2032), and Utah (2034). As for the 2036 Summer Games host city? That's still up in the air. But for now, NBCUniversal can bask in the glow of a successful opening ceremony and hope those strong numbers continue throughout the competition.