The 2022 Winter Olympics averaged 11.4 million viewers across NBC’s networks in prime time, a 42% decrease from the 2018 Winter Games in Pyeongchang, South Korea.
Faced with the lingering effects of a global pandemic, empty stands and a politically fraught situation in Beijing, NBC Sports was prepared for the worst with the Winter Olympics, and from a TV ratings standpoint that’s what it got.
The decline in traditional TV ratings means the Games are clearly not the financial performer they once were for NBCUniversal, which has carried the event exclusively since 2002 and holds the domestic broadcast rights through 2032. At the end of 2021, Comcast put the number of paying Peacock subscribers at 9 million, with another 7 million homes receiving the service as part of cable TV packages.
Notwithstanding historic lows in the Nielsen ratings, the Olympics continued to show relative strength at a time when viewing has diminished for most broadcast properties. The changing TV landscape meant viewers had plenty of other options if they chose not to sit through the at times grim atmosphere of the Winter Games, with suffered from masked athletes, no cheering fans in the stands and the lack of family members on the scene to share in any of the glory. The most dramatic story line — the poor performance offigure skater Kamila Valieva. who was berated by her coach — was also its most depressing.
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