The 2026 Milan Cortina Winter Olympics concluded on a high note, attracting the largest viewership for a Winter Games since the 2014 Sochi Games. An average of 23.5 million viewers in the United States tuned in to NBCUniversal’s coverage, marking a significant 96% increase compared to the 2022 Beijing Winter Olympics, according to Nielsen data. The games, which spanned from February 6th to February 22nd, captivated audiences across NBC, Peacock, CNBC, USA Network, and various digital platforms.
This surge in viewership signals a strong rebound for the Winter Olympics, particularly after the 2022 Beijing Games experienced record-low primetime numbers. The success of Milan Cortina is attributed to a combination of factors, including compelling athletic performances, stunning Italian venues, and innovative broadcasting technologies. NBCUniversal’s extensive coverage, totaling over 3,200 hours and 116 events, played a crucial role in reaching a wider audience.
The figures are based on Nielsen’s Big Data + Panel ratings through February 19th, supplemented by preliminary data from February 20th-22nd, and digital data from Adobe Analytics. Notably, the U.S. Men’s hockey team’s thrilling 2-1 overtime victory over Canada on Sunday drew significant attention, with Canadian Broadcasting Corporation reporting 8.7 million viewers in Canada during Jack Hughes’ game-winning goal (NBC New York).
Streaming Numbers Soar on Peacock
The Milan Cortina Olympics also delivered record-breaking streaming numbers on Peacock, NBCUniversal’s streaming service. A total of 16.7 billion minutes of content were streamed during the games, more than double the combined total of all previous Winter Olympics combined (6.9 billion minutes) (NBC Sports Pressbox). Peacock streamed over 850 live events over a 17-day period, demonstrating the platform’s growing importance in Olympic coverage.
“I perceive in so many ways that these Winter Olympics exceeded our expectations. We were reminded that the Olympics are the most exciting, unpredictable and biggest stage in sports,” said Molly Solomon, the executive producer of NBC’s Olympics coverage. “And what I think came together in Italy was that the settings were stunningly beautiful, the access we had to the athletes and their lives was unprecedented. And then you take the technology, the first-person view drones, the audio, and it took the audience inside the stories in fresh, meaningful ways.”
NBCUniversal’s February Sports Lineup
The success of the Milan Cortina Olympics was part of a broader strong February for NBCUniversal, which also broadcast Super Bowl 60 and the NBA All-Star Game. This marked the first time a network aired all three major events in the same month. Super Bowl 60 averaged 125.6 million viewers across NBC, Peacock, and Telemundo, becoming the second-most-watched program in U.S. History (Deadline). The NBA All-Star Game also saw its highest audience in 15 years, averaging 8.8 million viewers, and a Lakers-Knicks game on February 1st averaged 4.5 million.
According to Nielsen, a total of 215.6 million U.S. Viewers tuned in to at least one of these events, reflecting a broader trend of increased viewership driven by a new Nielsen rating system that lowered the minimum viewing requirement from 5 to 3 minutes.
“I have to say it’s probably better than we expected. This doesn’t happen through luck or happenstance. This happens through just really good planning and then execution across the month. So really happy overall and I don’t think it could have gone better, honestly,” said Rick Cordella, NBC Sports President.
Looking Ahead
The strong performance of the Milan Cortina Olympics underscores the enduring appeal of the Games and NBCUniversal’s ability to deliver a compelling viewing experience. As the sporting world shifts towards increasingly fragmented media consumption, the ability to attract large audiences across both traditional television and streaming platforms will be crucial. The viewership numbers for the men’s hockey final are expected to be released Tuesday, providing a final data point for the overall success of the games. The focus now shifts to planning for future Olympic broadcasts and continuing to innovate in sports presentation.
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