Streaming is the gift that keeps on giving to NBCUniversal, which is struggling to reach the traditional TV viewership levels in Rio that it experienced in London.
Through Friday, NBCOlympics.com and the NBC Sports app had streamed 2 billion minutes of Olympic Games coverage, with 1.67 billion live streams, NBCUniversal said, more than the Olympic Games in London and Sochi combined.
Viewership for Rio is off 16%, or 5.1 million, from 2012. Nielsen said viewership is averaging 27.9 million per night, with an additional 2 million online viewers per night.
Among Millennials, viewership on TV is down about one-third.
NBC has made streaming the games much more of a focus than in years past, but still difficult to access unless you’re a pay-TV customer.
By putting it behind a TV Everywhere paywall, it missed the boat, potentially, on attracting cord nevers and possibly even some cord cutters from adding to its bottom line with either a unique Olympics SVOD or ad-supported play.
Still, this time around there are more options for watching more content from the Games than there has ever been before, including live streams from virtually every event, even when it bumped into primetime broadcast coverage.
Will the strategy change in the future?
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