NBCUniversal has announced that its streaming service – Peacock – will livestream every event of the Beijing 2022 Olympic Winter Games to American audiences this year, on its premium tier. Peacock Premium ($4.99 per month, supporting ads) and Premium plus ($9.99 per month, with no ads) subscribers will be able to watch events across all 15 sports, as well as opening and closing ceremonies, medal ceremonies and daily studio programming. Subscribers will also have access to NBCUniversal’s nightly primetime show, highlight clips and replays of all events in their immediate aftermath.
This will be the first time Peacock hosts all NBCUniversal linear TV coverage of the Olympics, and the first time audiences can watch all NBCUniversal’s coverage without a Pay TV subscription. During the Tokyo Olympics last year, while Peacock hosted a number of competitions –including gymnastics, track & field, and men’s basketball – viewers wishing to watch all of NBCUniversal’s coverage needed to stream through NBCSports.com or the NBCSports App, both of which required an authenticated Pay TV login. Conversely, Pay TV subscribers without Peacock were unable to watch several live events streamed exclusively on the service, including women’s gymnastics. The new approach taken by the company ensures all NBCUniversal coverage is available to both cable customers and streaming subscribers.
Molly Solomon, Executive Producer of NBC Olympics and Paralympics said, “We are excited to offer NBC Olympics’ storytelling and complete streaming coverage of the 2022 Olympic Winter Games on Peacock. This approach provides the American audience with a dynamic, easy-to-use Olympic viewing hub where not a single moment, live or on-demand, will be missed.”
This is further evidence of NBCUniversal’s ambition to establish Peacock as a leader in the D2C arena. As of July 2021, Peacock has 54 million sign ups and 20 million monthly active user accounts.