• Loading stock data...
Sunday, June 22, 2025

Olympics Limp to Lowest Viewership on Record

  • The Beijing Olympics had the lowest viewership on record.
  • Peacock performed well, notching its best 18-day stretch to date.
Bejing-Winter-Olympics
Andrew P. Scott-USA TODAY Sports/Design: Alex Brooks

Among those leaving the 2022 Winter Olympics in disappointment: NBCUniversal. 

The Comcast-owned network averaged only 11.4 million prime-time viewers per night for the Beijing Games, the lowest figure on record

  • The Games drew 160 million total U.S. viewers across 2,800 hours of coverage on NBC, Peacock, and other platforms.
  • The 13-hour time difference between Beijing and New York can’t shoulder all the blame: The Games dropped 42% from the 19.8 million nightly viewers who watched the 2018 Winter Games in Pyeongchang, which is 14 hours ahead of New York.
  • Peacock performed well, leading NBCUniversal’s platforms to 4.3 billion minutes of Olympic streaming. Peacock enjoyed its best 18-day stretch since its July 2020 launch.

The ratings drop continues a trend from this past summer, when the Tokyo Games averaged 15.5 million prime-time viewers — the lowest figure since 1998, when NBC took hold of the broadcasting rights.

NBC extended its contract to broadcast the Games in May 2014 in a $7.8 billion deal that runs through 2032.

Super Bump

The Games did get a lift from NBCUniversal’s Super Bowl LVI broadcast on Feb. 13. On that day, the network more than doubled its average Olympic viewership to 24 million.

The Super Bowl boasted 112 million viewers, roughly matching the Big Game’s best performances in history.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Noah Lyles

Tyreek Hill–Noah Lyles Race Is Off for ‘Personal Reasons’

Lyles and Hill agreed to a race in February with few concrete details.
Gabby Thomas
exclusive

Grand Slam Track Cancels Los Angeles Meet As $30 Million Track Start-Up..

Sources close to Grand Slam insist money is not an issue.
Donald Trump

Trump Threatens California After Trans Athlete’s Track Wins

A trans athlete won two events at the recent state championships.

Featured Today

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.

Pacers Force Game 7, Could Spark Big Ratings Boost for NBA Finals

Game 7 could boost NBA Finals ratings after a slow start this year.
June 17, 2025

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

Streaming hits another critical milestone in an accelerating media transition.
June 17, 2025

Stanley Cup Final Delivers Drama but Struggles for Eyeballs in U.S.

U.S. viewership fell while Canadian audiences for the event rose slightly.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
June 17, 2025

Zaslav Takes Pay Cut, TNT Sports Future Unclear in WBD Shake-Up

The TNT Sports parent company retools its executive pay after shareholder pushback.
Tyrese Haliburton
June 16, 2025

NBA Finals Ratings Up Again in Game 4 but Still Down Overall

More than nine million people watched Games 3 and 4.
Thunder
June 16, 2025

NBA, ABC Air Finals Lineup Intros After Fan Complaints

ABC aired player intros for the first time in 12 years Monday. 
Anthony Slater
exclusive
June 13, 2025

Top Warriors Reporter Anthony Slater Leaving The Athletic for ESPN

Anthony Slater starts at ESPN later this summer.