Peacock’s Power Play: How Streaming Sports is Reshaping Entertainment
Peacock is experiencing a surge in viewership, driven by a potent combination of the Super Bowl and the Winter Olympics. This isn’t just a temporary spike. it signals a fundamental shift in how audiences consume live sports and entertainment.
The Olympics and Super Bowl: A Record-Breaking Duo
Through Wednesday, February 12, 2026, Peacock and other NBCUniversal digital platforms have amassed 6.3 billion minutes of viewing of the Milan Cortina Olympics. This surpasses the combined total for the 2018 and 2022 Winter Olympics. NBCUniversal’s streaming numbers are already more than 60 percent higher than the entirety of the 2022 games.
Super Bowl LX averaged 124.93 million viewers, making it the second-largest audience in U.S. Television history. Of that, 121.63 million viewers tuned in via NBC and Peacock, with Telemundo accounting for the remaining 3.3 million.
The Rise of Streaming Sports Viewership
While NBC still holds the lion’s share of the Super Bowl audience, Peacock’s contribution is significant. During the NFL regular season, Peacock accounted for approximately 10.6 percent of Sunday Night Football’s total cross-platform audience – 2.5 million of 23.5 million viewers. It’s reasonable to estimate that Peacock captured 10 million or more viewers for the Super Bowl.
This trend highlights a growing willingness among viewers to cut the cord and embrace streaming for live sports. The convenience and accessibility of platforms like Peacock are proving increasingly attractive.
Financial Implications for NBCUniversal
This surge in viewership comes at a crucial time for Peacock, which experienced subscriber growth in the fourth quarter of 2025 but also reported a wider loss than the same period in 2024. This loss was partially attributed to the costs associated with NBCUniversal’s NBA rights and a streaming-exclusive NFL game.
However, the economics of streaming sports are evolving. NBCUniversal’s current Olympics rights deal, covering 2022-2032, costs $7.75 billion. A recent extension for the 2034 and 2036 Olympics adds another $3 billion. In comparison, the current NFL deal, including Sunday Night Football and Super Bowl rights, costs $2 billion annually. Peacock’s first streaming-exclusive NFL playoff game in January 2024 had a price tag of $110 million.
The Future of Live Sports Streaming
The success of Peacock with the Olympics and Super Bowl demonstrates the potential for streaming platforms to become major players in the live sports landscape. This will likely lead to increased investment in streaming rights and innovative features, such as Peacock’s Gold Zone, which offers live looks at multiple sports simultaneously, and its new Multiview feature in beta during the Milan Cortina Winter Olympics.
We can anticipate further experimentation with streaming-exclusive games and events, as well as the development of more interactive viewing experiences. The integration of features like real-time statistics, fantasy sports integration, and social media interaction will become increasingly common.
FAQ
Q: Where can I watch the 2026 Winter Olympics?
A: You can watch the 2026 Winter Olympics on NBC and Peacock.
Q: What time did Super Bowl LX start?
A: Super Bowl LX kicked off at 6:30 p.m. ET on February 8, 2026.
Q: Was Super Bowl LX available in 4K?
A: Yes, Super Bowl LX and the Milan Cortina 2026 Olympic Winter Games were presented live in 4K HDR on Peacock and NBC.
Q: What channels aired the Super Bowl in Spanish?
A: Telemundo and Universo aired the Super Bowl in Spanish.
Did you know? The 2026 Super Bowl marked the first time both the Super Bowl and the Olympic Games were presented in 4K HDR on Peacock and NBC.
Pro Tip: Explore Peacock’s Multiview feature during the Winter Olympics to simultaneously watch up to four events at once.
Stay tuned for more updates on the evolving world of sports streaming. What are your thoughts on the future of live sports? Share your opinions in the comments below!
