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One thing we didn’t know until now: Will the Olympics encourage people to sign up for Peacock, the Comcast/NBC streaming platform that offers comprehensive Olympic coverage?
The answer appears to be yes: Peacock gained 2.8 million new subscribers in the game’s first week last month, according to subscription tracking service Antenna. (The game ran from July 26 to Aug. 11, but Antenna hasn’t released statistics on the game’s performance in August.)
For comparison, Antenna believes that’s the same number of people who signed up to watch a single NFL playoff game in January.
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It’s a bit difficult to compare the two events: On the one hand, the NFL is arguably the most popular TV show in America, and Taylor Swift and her boyfriend even appeared in a playoff game streamed by Peacock.
The Olympics, on the other hand, can’t compete with the NFL in terms of star power or fan interest, but it is a unique multi-day event that offers a lot of participation to a lot of people. Maybe you’re interested in gymnastics or men’s basketball, or maybe you just want to learn more about Australia’s entry into breakdancing, Raygun. So it’s no surprise that the registration numbers for both events are similar.
More details: Comcast/NBC reportedly paid more than $100 million for the rights to stream NFL games. It is paying more than $1 billion per Olympic Games in licensing fees to broadcast and stream the Olympics through 2032..
One thing that won’t be known for some time is how many of the people who paid Peacock to watch the Olympics will continue to pay the streamer afterward, a key question for all streamers except Netflix.
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The antenna was previously 29% of NFL subscribers canceled their Peacock subscriptions a few months after the game. — a bit better than your average Peacock signup.