NBC touts 'most-streamed Games ever' despite declines

US broadcaster NBC said Monday its Olympics coverage garnered strong ratings on television and streaming despite declines from viewership in prior years.

The NBCUniversal unit said the average TV audience for the Tokyo Games was 15.1 million. The figure was below that of the 2018 Pyeongchang Olympics and the 2016 Games in Rio de Janeiro.

The media group said the Tokyo event was "the most-streamed Olympics ever" with some 6 billion streaming minutes and 2.9 billion impressions on NBC's Facebook, Twitter and Instagram accounts.

An estimated 150 million Americans watched NBC's closing ceremony presentation, according to the company.

"There is nothing more powerful in media than the 17 straight days of Olympics dominance," said Pete Bevacqua, chairman of NBC Sports.

"The pandemic fundamentally altered virtually every aspect of the Games, but our team pivoted, and reimagined, in the midst of showcasing history-making performances across 41 sports.

"Once again, we have seen the unparalleled power that the Games has on media and our culture."

The website Sports Media Watch said viewership as of last week was down 42 percent from comparable days of the Rio Olympics five years ago and among the least-watched of any Olympics.

Poynter media columnist Tom Jones said the figures were expected to show a decline of as many as 10 million US viewers compared with Rio.

"Several factors may have influenced the numbers, including a half-day's time difference between Tokyo and the United States," Jones said.

"There's also just a general somber vibe because of COVID-19 and the lack of fans."

NBC said it delivered some 120 billion minutes of content over its broadcast, cable and digital platforms, including its Peacock streaming service.

NBCUniversal aired the Games across two broadcast networks, six cable networks, and multiple digital platforms including Peacock. That left some viewers confused and struggling to find the events they wanted to watch.

Some high-profile athletes were absent from major events. US superstar gymnast Simone Biles pulled out of five of her six events, citing concerns for her mental and physical health, and American sprinter Sha'Karri Richardson was disqualified before the Games started after testing positive for marijuana.

The TV ratings drop reflects a trend among live events, including Hollywood awards shows and sports championships.

NBC owns the US media rights to the Olympics through 2032. The next Olympics, the Winter Games in Beijing, will take place in February 2022.

Agencies