NBC Sports is gearing up to bring the world the next Winter Olympics, set to take place in Milan, Italy. While the event will naturally have its own unique charm and character, the broadcaster has made it clear that it will draw heavily from the playbook it used for the recent Paris Olympics. This means that viewers can expect a blend of traditional television broadcasting and modern, streaming-based coverage, all designed to cater to a wide range of audiences and preferences. With the Milan-Cortina Olympics just a year away, NBC Sports is already laying the groundwork to ensure that the event is as accessible, engaging, and memorable as possible for fans across the United States and beyond.
At the heart of NBC Sports’ strategy is its decision to make every single event of the Milan Olympics available on its Peacock streaming platform. This approach, which was first tested during the Paris Games, allows viewers to watch live coverage of all 116 medal events, ensuring that no moment of the action is missed. In addition to live events, Peacock will also offer a range of interactive features, full event replays, and curated video clips, giving fans the flexibility to consume the Olympics in whatever way suits them best. For those who prefer a more traditional viewing experience, NBC will broadcast at least five hours of coverage every day on its main network, with a special primetime show that will feature highlights, analysis, and in-depth profiles of the athletes competing in Milan. This dual approach—streaming and linear television—reflects NBC Sports’ commitment to meeting the evolving needs of modern audiences.
The success of NBC Sports’ strategy is rooted in the lessons it learned from the Paris Olympics. As Rick Cordella, president of NBC Sports, noted, the Paris Games proved that the Olympics remain one of the most powerful and enduring media properties in the world. The event’s ability to captivate audiences for 17 consecutive days and nights, drawing in massive viewership across all demographics, underscores its unique appeal. By replicating the approach used in Paris, NBC Sports aims to build on that success and deliver another unforgettable experience for viewers. The primetime programming, which in Paris included innovative elements like ties to celebrity culture and popular entertainment, will return for Milan, offering fans a fresh and dynamic way to engage with the Games.
Milan itself brings a unique set of advantages to the table. The time zone in Italy is particularly favorable for U.S. audiences, allowing NBC Sports to mirror the programming and coverage strategy it used so effectively in Paris. Additionally, Team USA is expected to field one of its strongest Winter Olympic teams in years, which is sure to generate excitement and pride among American viewers. Italy’s rich culture, stunning landscapes, and world-renowned cuisine also add an extra layer of appeal to the event, making Milan-Cortina an ideal setting for what promises to be an unforgettable Olympics. As Cordella put it, Milan has all the ingredients to deliver another spectacular chapter in the Olympic story.
In addition to Peacock and the NBC broadcast network, other NBCUniversal channels will play a role in covering the Milan Olympics. For example, the USA Network will serve as the home for all Team USA events, ensuring that fans of American athletes can easily follow their progress throughout the Games. Meanwhile, CNBC will provide additional coverage on weekdays and weekends, airing Olympic programming after its business day shows have concluded. This multi-platform approach not only maximizes reach but also gives viewers the flexibility to choose how and when they want to engage with the Games. It’s worth noting that NBC Sports is confident in its ability to leverage these networks, even as they are set to be spun off into a standalone entity by the end of 2025.
The financial stakes for NBCUniversal are also significant. During the Paris Olympics, the company generated more than $1.25 billion in advertising revenue, a testament to the event’s enduring appeal to sponsors and advertisers. With the Milan Olympics, NBCUniversal is likely to replicate this success, further solidifying the Olympics as a cornerstone of its revenue strategy. By combining cutting-edge streaming technology with traditional broadcasting and a nuanced understanding of what audiences want, NBC Sports is positioning itself to deliver another record-breaking and memorable Olympic Games. As the world counts down to Milan-Cortina 2026, one thing is clear: the Olympics are back, and they’re here to stay.
