Major Taiwanese news network China Times recently reported that the opening ceremony of the Beijing Winter Olympics received 16 million viewers in the United States on the NBC network. This includes the counts across all NBC platforms, including the USA Network, the NBC Sports app and the Peacock streaming service. The program was first broadcast live at 6:30 am ET and rebroadcasted during the evening highlights. This is being compared with the 2018 Pyeong Chang Winter Olympics in South Korea, when the opening ceremony attracted 28.3 million viewers on the NBC network. The Prime-time broadcast then alone attracted 27.9 million U.S. viewers to watch in front of their TVs. This year’s viewership represents a 43 percent drop from four years ago. The International Olympic Committee has been trying to save the ratings among young people for the games for years now. They have added breakdancing, skateboarding, surfing, sports climbing and other events that young people may like. They have also been adjusting the rules of some events to speed up the pace of the competition, hoping to improve the visibility of the event. NBC paid $7.65 billion for the U.S. regional broadcasting rights of the Olympics. NBC is authorized to broadcast the Olympics until the year 2032.
Source: China Times, February 6, 2022