Comcast’s streaming service Peacock will host live feeds of every 2024 Olympic event when the games are held in Paris next year, the company announced on Thursday.
Subscribers to Peacock will have access to all 2024 Olympic events in real-time, as well as full event replays, pre- and post-event coverage, medal ceremonies, opening ceremony, closing ceremony and other NBC-produced Olympics programming.
The move comes after several years of Comcast putting live Olympic events on NBC Sports, which required a cable or satellite subscription to stream all events. Now, streamers will have access to every live game and all ceremonies with just a Peacock subscription, which currently starts at $5 a month.
On the broadcast network, NBC will air at least nine hours of Olympics-related coverage per day. Most events will air live during the daytime and afternoon hours, given that Paris is only six hours ahead of the Eastern Time Zone; other events will be tape-delayed, so NBC can capitalize on its prime-time audience, which is in line with the broadcaster’s strategy for the Olympics in prior years.
“The Paris Olympics are going to be the most bingeworthy event of 2024,” Pete Bevacqua, the chairman of NBC Sports, said in a statement. “Viewers will devour every moment of the Games for 17 straight nights on NBC in prime-time, where the stories of the day will be retold with special dramatic flair in front of the gathered American audience.”
“For those wanting to watch the competition as it happens, Peacock will have everything live, creating the greatest single destination in sports media history,” Bevacqua continued. “From the spectacular landmarks of Paris to the world’s greatest athletes performing in front of full stadiums and arenas for the first time in six years, viewers can expect one of the most extraordinary Olympics ever.”
NBC and Peacock will both offer live coverage of the 2024 Olympic Games opening ceremony on Friday, July 26, 2024. A Spanish simulcast will air on Telemundo.
“Peacock is bringing the rich history of these incredible Games to our viewers like never before, providing unparalleled and unprecedented access to one of the world’s greatest sporting events,” Kelly Campbell, the president of Peacock and head of NBC Universal’s direct-to-consumer division, said on Thursday. “Already home to more live sports than any other SVOD service, Peacock is proud to be the streaming home of Team USA and all of their passionate fans.”
The decision to make all Olympic events and related programming available on Peacock is further proof that Comcast is leaning on the streaming service as being the future of its video distribution to the masses. In April, Comcast said Peacock serves around 22 million streaming customers after growing by 2 million paying subscribers during the first three months of the year.
Comcast says it will reveal its full broadcast and cable schedule for the 2024 Olympic Games at a later date. Events will air on NBC, USA Network, E!, CNBC and Golf Channel in English, and Telemundo and NBC Universo in Spanish. Comcast and NBC Universal have the domestic broadcast and streaming rights to the Olympic Games through 2032.
In addition to Peacock and NBC’s broadcast and cable channels, the network will distribute some Olympics-related programming through Twitter as part of a partnership with the social media platform.