The Milan Cortina Winter Olympics have officially arrived, and if the opening numbers are any indication, the world was more than ready to watch. NBCUniversal is reporting a massive surge in viewership for the flashy opening ceremony held at San Siro Stadium, signaling a revitalized interest in the Winter Games compared to years past.
According to preliminary data from Nielsen and Adobe Analytics, the opening ceremony averaged 21.4 million viewers across NBC and Peacock. This represents a significant 34% jump from the 2022 Beijing Winter Games, which pulled in 15.9 million viewers.
Several factors contributed to this year’s ratings success. Unlike the 13-hour time difference experienced during the Beijing games, Milan’s six-hour gap from the U.S. East Coast provided a much more favorable viewing window for American audiences. Additionally, the continued growth of Peacock has played a pivotal role. The streamer, which launched with the intent to anchor Olympic coverage, now boasts 44 million subscribers—a far cry from the 9 million it held in 2022.
The ceremony itself was a spectacle of both talent and headlines. The event featured a fireworks display that formed the Olympic rings and a powerful performance by Mariah Carey. However, the night wasn’t without its geopolitical moments; the crowd made their voices heard with audible reactions during the appearance of Vice President JD Vance and the entrance of the Israeli team.
The “Shaun White effect” also seems to have paid off. The three-time gold medalist joined the commentary team this year, part of a concentrated effort by NBC to drive live engagement. Rick Cordella, President of NBC Sports, noted that the audience numbers exceeded expectations and sets a strong tone for the two weeks of competition ahead.
The Olympic “halo effect” even extended into late-night programming. The Tonight Show Starring Jimmy Fallon, which aired following the primetime coverage, saw its most-watched telecast since Thanksgiving, pulling in 2.3 million viewers.
With NBCUniversal holding the media rights to the Olympic Games through 2036—including upcoming games in Los Angeles and Utah—this weekend’s data suggests that the appetite for the Olympic movement is reaching new heights in the streaming era.