The Olympics were far from a flop. Why isn’t NBC bragging more?
before the Games began), and NBC’s other partner platforms did not; they simply repurpose broadcast videos, meaning that social media’s video recycling only adds to NBC’s profitability. Those social media views will continue accruing for weeks, months, and years. At this point, it is no exaggeration to suggest that the overall social media viewership across all channels for the Beijing Games totals in the hundreds of millions by now.
So, if the Olympic Games are a hit—if millions more are watching than are showing up in the traditional TV ratings metrics—then why isn’t NBC’s PR shop bragging a whole lot more? While press releases have regularly detailed the gains made by NBC’s streaming outlet Peacock, the titanic numbers racked up on TikTok and YouTube garner far less enthusiasm from the old broadcast network.The reason, like so much in commercial media, boils down to revenue.
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