Streaming Olympics Pays Off For NBC
NBC has been posting big digital video usage results from the London Olympics versus the Beijing Games four years ago. The network has seen nearly a 200% rise in total video streamed to 75 million, with over a 300% rise in live streams to 34 million.
NBC has been pulling in an average of 31.5 million unique viewers on laptop/computer use versus 29.1 million uniques at the
NBC previously said it earned some $60 million in advertising sales for its digital platform efforts.
Mobile users accessing the NBCOlympics Web site have nearly doubled from the Beijing Games -- to 5.2 million from 2.8 million. Those using NBC Olympics Live Extra app -- which specifically bring live, re-air, and highlighted video -- have posted 7.0 million users.
NBC has been implementing the first major use of so-called "TV Everywhere" authentication efforts, giving free Olympic coverage access to U.S. TV consumers who have cable, satellite, or telco TV monthly service. This comes to more than 90% of all 115 million U.S. TV homes. NBC says 6.2 million phone/tablet devices have been verified for the games.
Some of the best individual digital live video results come from traditional TV's most popular Olympic sports -- swimming and gymnastics.
NBC says five Olympic events so far have surpassed 1 million live streams; Tuesday’s women’s gymnastics team gold medal final pulled nearly 1.5 million. On Thursday night, two swimming events pulled over 1 million -- one when Michael Phelps defeated the field, including Ryan Lochte, to win the gold in the men’s 200 individual medley. That event hit 1.2 million streams. All-around U.S. gold medal gymnastics winner Gabby Douglas grabbed almost 1.1 million streams.
Monday’s men’s gymnastics team gold medal final hit 1.6 streams; and Tuesday’s swimming gold medal final scored 1 million. NBC says four of the five events (yesterday’s swimming final being the exception) were streamed only to cable, satellite and telco customers who verified their accounts.