Addicted to the Olympics? Peacock’s new look is probably a big reason
Claudio Ctin29 mins
By DAVID BAUDER
Four boxes with live Olympics action filled Peacock’s screen during its “Gold Zone” show one afternoon this week — one showing women hammer toss competitors, another with long jumpers going aloft, a third with racers leaping hurdles and the last showing the minutes counting down in the U.S.-Germany women’s soccer match.
Occasionally producers punch up a concentrated look at one event. This was a gripping display of the breadth of Olympic sports, and it was hard not to get hooked.
Brazil’s Ana Patricia Silva Ramos serves during the women’s quarterfinal beach volleyball match between Brazil and Latvia at Eiffel Tower Stadium at the 2024 Summer Olympics, Wednesday, Aug. 7, 2024, in Paris, France. (AP Photo/Louise Delmotte)
Millions of Americans have shared similar experiences during the past week and half, powering a much-needed rebound for Peacock, the streaming service that was often the target of ridicule during Olympics in Tokyo in 2021 and Beijing in 2022.
“It’s been a real turnaround,” said Mark Lazarus, chairman of the NBC Universal Media Group. With several days of competition remaining, NBC has surpassed 17 billion minutes streamed for the Paris games — the vast majority on Peacock — exceeding the streaming minutes for all of the previous Olympics combined.
Rather than detract from it, the chief executive believes Peacock has helped NBC’s television outlets to a ratings performance in Paris that has network honchos giddy with joy.
New thinking, new results
Lazarus ordered a teardown of Peacock’s Olympics operation, memorably conceding in June that consumers had reacted with “the big digital middle finger” to their past work. Peacock was hard to navigate and plagued with glitches. NBC also admits to failing to deliver on promises that Peacock would be the comprehensive Olympics experience, balking at showing some live events for fear it would cannibalize TV audiences — a traditional line of thinking that Paris has proven outmoded.
Medalists, from left, Chile’s Yasmani Acosta Fernandez, silver, Cuba’s Mijain Lopez Nunez, gold, Iran’s Amin Mirzazadeh, China’s Meng Lingzhe, bronze, pose for photographers during the medal ceremony for men’s Greco-Roman 130kg wrestling, at Champ-de-Mars Arena, during the 2024 Summer Olympics, Tuesday, Aug. 6, 2024, in Paris, France. (AP Photo/Eugene Hoshiko)
Led by a new executive team that included Matt Strauss, chairman of NBC’s direct to consumer unit, and Peacock President Kelly Campbell, they studied other sports and streaming outfits for new ideas.
“This in many ways is not their first bite of the apple, but they had a number of years to learn,” said Craig Moffett, analyst for the technology and media research firm MoffettNathanson. It’s clear they learned several smart lessons, he said.
The whip-around “Gold Zone” product, which has proven enormously popular in Paris, is a knockoff of DirecTV’s NFL “Red Zone,” including some of the same personnel. It matches the original’s high-adrenaline pace, taking viewers to noteworthy events — particularly when medals are decided.
Peacock offers several multi-view screens that show a handful of live events happening at the same time. While “Gold Zone” is curated by producers, on multi-view consumers can click on one of the boxes to concentrate on one event in particular. In effect, viewers can produce their own show.
Most importantly, they’re effective navigation tools leading people into all Peacock has to offer. Many viewers are entranced by events they knew little about, like when Peacock on Tuesday highlighted Cuban Mijain Lopez winning a fifth straight gold medal in Greco-Roman wrestling. Such an achievement would be lost on television, since NBC focuses on high-profile sports like gymnastics, swimming and track.
PARIS, FRANCE – AUGUST 04: An aerial view as Noah Lyles of Team United States crosses the finish line winning the gold medal in the Men’s 100m Final on day nine of the Olympic Games Paris 2024 at Stade de France on August 04, 2024 in Paris, France. (Photo by Michael Reaves/Getty Images)
PARIS, FRANCE – AUGUST 05: An aerial view of athletes competing during the Women’s 400m Round 1 on day ten of the Olympic Games Paris 2024 at Stade de France on August 05, 2024 in Paris, France. (Photo by Cameron Spencer/Getty Images)
PARIS, FRANCE – AUGUST 05: Competitors start the swimming leg of the Mixed Relay on day ten of the Olympic Games Paris 2024 at Pont Alexandre III on August 05, 2024 in Paris, France. (Photo by Lintao Zhang/Getty Images)
An overview shows Australia’s Matthew Richardson, Australia’s Leigh Hoffman and Australia’s Matthew Glaetzer competing in the men’s track cycling team sprint final for bronze of the Paris 2024 Olympic Games at the Saint-Quentin-en-Yvelines National Velodrome in Montigny-le-Bretonneux, south-west of Paris, on August 6, 2024. (Photo by Sebastien BOZON / AFP) (Photo by SEBASTIEN BOZON/AFP via Getty Images)
TOPSHOT – (LtoR) US’ Simone Biles (silver), Brazil’s Rebeca Andrade (gold) and US’ Jordan Chiles (bronze) pose during the podium ceremony for the artistic gymnastics women’s floor exercise event of the Paris 2024 Olympic Games at the Bercy Arena in Paris, on August 5, 2024. (Photo by Gabriel BOUYS / AFP) (Photo by GABRIEL BOUYS/AFP via Getty Images)
PARIS, FRANCE – AUGUST 05: General view of the Climbing Venue during the Men’s Boulder & Lead Semifinal on day ten of the Olympic Games Paris 2024 at Le Bourget Sport Climbing Venue on August 05, 2024 in Paris, France. (Photo by Michael Reaves/Getty Images)
PARIS, FRANCE – AUGUST 06: Gold medalist Amit Elor of Team United States appears emotional on the podium during the Wrestling Women’s Freestyle 68kg medal ceremony after the Wrestling Women’s Freestyle 68kg Medal matches on day eleven of the Olympic Games Paris 2024 at Champs-de-Mars Arena on August 06, 2024 in Paris, France. (Photo by Sarah Stier/Getty Images)
PARIS, FRANCE – AUGUST 06: Victor Wembanyama #32 and Evan Fournier #10 of Team France celebrate while Shai Gilgeous-Alexander #2 of Team Canada looks on during a Men’s basketball quarterfinal game between Team Canada and Team France on day eleven of the Olympic Games Paris 2024 at Bercy Arena on August 06, 2024 in Paris, France. (Photo by Gregory Shamus/Getty Images)
PARIS, FRANCE – AUGUST 06: Quan Hongchan of Team People’s Republic of China completes a perfect dive in the Women’s 10m Platform Final on day eleven of the Olympic Games Paris 2024 at Aquatics Centre on August 06, 2024 in Paris, France. (Photo by Clive Rose/Getty Images)
PARIS, FRANCE – AUGUST 06: Arisa Trew of Team Australia competes during the Women’s Park Prelims on day eleven of the Olympic Games Paris 2024 at Place de la Concorde on August 06, 2024 in Paris, France. (Photo by Ezra Shaw/Getty Images)
Australia’s Conor Leahy and Australia’s Kelland O’brien react after a men’s track cycling team pursuit first round of the Paris 2024 Olympic Games at the Saint-Quentin-en-Yvelines National Velodrome in Montigny-le-Bretonneux, south-west of Paris, on August 6, 2024. (Photo by John MACDOUGALL / AFP) (Photo by JOHN MACDOUGALL/AFP via Getty Images)
Australia’s Arisa Trew celebrates winning the gold medal at the end of the women’s park skateboarding final during the Paris 2024 Olympic Games at La Concorde in Paris on August 6, 2024. (Photo by Odd ANDERSEN / AFP) (Photo by ODD ANDERSEN/AFP via Getty Images)
PARIS, FRANCE – AUGUST 03: Athletes of decathlon pose for a photo for an aerial shot on day eight of the Olympic Games Paris 2024 at Stade de France on August 03, 2024 in Paris, France. (Photo by Richard Heathcote/Getty Images)
PARIS, FRANCE – AUGUST 05: Members of Team Mexico compete in the Team Technical Routine on day ten of the Olympic Games Paris 2024 at Aquatics Centre on August 05, 2024 in Paris, France. (Photo by Clive Rose/Getty Images)
PARIS, FRANCE – AUGUST 05: Simone Biles of Team United States poses with her Paris 2024 Olympic medals following the Artistic Gymnastics Women’s Floor Exercise Final on day ten of the Olympic Games Paris 2024 at Bercy Arena on August 05, 2024 in Paris, France. (Photo by Jamie Squire/Getty Images)
PARIS, FRANCE – AUGUST 06: Marco Alonso Verde Alvarez of Team Mexico punches Lewis Richardson of Team Great Britain during the Men’s 71kg Semifinal match on day eleven of the Olympic Games Paris 2024 at Roland Garros on August 06, 2024 in Paris, France. (Photo by Richard Pelham/Getty Images)
PARIS, FRANCE – AUGUST 06: Gold medalist Gabrielle Thomas of Team United States celebrates after winning the Women’s 200m Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Steph Chambers/Getty Images)
PARIS, FRANCE – AUGUST 06: Neeraj Chopra of Team India competes during the Men’s Javelin Throw Qualification on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Patrick Smith/Getty Images)
PARIS, FRANCE – AUGUST 05: Jordan Chiles of Team United States competes in the Artistic Gymnastics Women’s Floor Exercise Final on day ten of the Olympic Games Paris 2024 at Bercy Arena on August 05, 2024 in Paris, France. (Photo by Naomi Baker/Getty Images)
PARIS, FRANCE – AUGUST 04: (L-R) Blanka Vas of Team Hungary and Kristen Faulkner of Team United States compete passing by the Basilica of the Sacre Coeur during the Women’s Road Race on day nine of the Olympic Games Paris 2024 at Trocadero on August 04, 2024 in Paris, France. (Photo by Jared C. Tilton/Getty Images)
PARIS, FRANCE – AUGUST 06: Imane Khelif of Team Algeria celebrates victory against Janjaem Suwannapheng of Team Thailand in the Women’s 66kg Semifinal round match on day eleven of the Olympic Games Paris 2024 at Roland Garros on August 06, 2024 in Paris, France. (Photo by Richard Pelham/Getty Images)
PARIS, FRANCE – AUGUST 06: Anthony Edwards #5 of Team United States reacts after a play during a Men’s basketball quarterfinal game between Team United States and Team Brazil on day eleven of the Olympic Games Paris 2024 at Bercy Arena on August 06, 2024 in Paris, France. (Photo by Jamie Squire/Getty Images)
PARIS, FRANCE – AUGUST 06: Gabrielle Thomas of Team United States celebrates winning the gold medal after competing in the Women’s 200m Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Michael Steele/Getty Images)
PARIS, FRANCE – AUGUST 06: Sarah Luisa Fahr #19 of Team Italy attacks the net against Maja Aleksic #14 and Maja Ognjenovic #10 of Team Serbia during a Women’s Quarterfinals match on day eleven of the Olympic Games Paris 2024 at Paris Arena on August 06, 2024 in Paris, France. (Photo by Clive Brunskill/Getty Images)
NANTERRE, FRANCE – AUGUST 06: Rita Keszthelyi of Team Hungary looks to make a pass in the Women’s Quarterfinal match between Team Hungary and Team United States on day eleven of the Olympic Games Paris 2024 at Paris La Defense Arena on August 06, 2024 in Nanterre, France. (Photo by Adam Pretty/Getty Images)
PARIS, FRANCE – AUGUST 06: Gold medalist Camryn Rogers of Team Canada celebrates after competing in the Women’s Hammer Throw Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Al Bello/Getty Images)
PARIS, FRANCE – AUGUST 06: Jacob Fincham-Dukes of Team Great Britain competes in the Men’s Long Jump Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Cameron Spencer/Getty Images)
PARIS, FRANCE – AUGUST 06: A general view of athletes competing during the Men’s 1500m Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Al Bello/Getty Images)
PARIS, FRANCE – AUGUST 06: Mijain Lopez Nunez of Team Cuba celebrates victory and fifth Olympic Gold following the Wrestling Men’s Greco-roman 130kg Gold Medal match against Yasmani Acosta Fernandez of Team Chile (not pictured) on day eleven of the Olympic Games Paris 2024 at Champs-de-Mars Arena on August 06, 2024 in Paris, France. (Photo by Sarah Stier/Getty Images)
PARIS, FRANCE – AUGUST 06: Cole Hocker of Team United States celebrates winning the gold medal after competing in the Men’s 1500m Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Al Bello/Getty Images)
PARIS, FRANCE – AUGUST 06: Gold medalist Harrie Lavreysen of Team Netherlands celebrates during the Men’s Team Sprint – Finals on day eleven of the Olympic Games Paris 2024 at Saint-Quentin-en-Yvelines Velodrome on August 06, 2024 in Paris, France. (Photo by Alex Broadway/Getty Images)
PARIS, FRANCE – AUGUST 06: (EDITORS NOTE: Image was captured using a remote camera) Camryn Rogers of Team Canada competes during the Women’s Hammer Throw Final on day eleven of the Olympic Games Paris 2024 at Stade de France on August 06, 2024 in Paris, France. (Photo by Patrick Smith/Getty Images)
PARIS, FRANCE – AUGUST 03: A detailed view of the gold medal of Sihyeon Lim of Team Republic of Korea, (obscured) on the podium after the Women’s Individual Archery competition on day eight of the Olympic Games Paris 2024 at Esplanade Des Invalides on August 03, 2024 in Paris, France. (Photo by Alex Pantling/Getty Images)
PARIS, FRANCE – AUGUST 06: Lisa Klein of Team Germany leads during the Women’s Team Pursuit Qualifying on day eleven of the Olympic Games Paris 2024 at Saint-Quentin-en-Yvelines Velodrome on August 06, 2024 in Paris, France. (Photo by Jared C. Tilton/Getty Images)
PARIS, FRANCE – AUGUST 06: Former United States Swimmer Michael Phelps looks on at Champions Park on day eleven of the Olympic Games Paris 2024 on August 06, 2024 in Paris, France. (Photo by Luke Hales /Getty Images)
PARIS, FRANCE – AUGUST 6: Fay Ebert of Team Canada competes in the women’s park skateboarding prelims on day eleven of the Olympic Games Paris 2024 at Place de la Concorde on August 6, 2024 in Paris, France. (Photo by Odd Andersen – Pool / Getty Images)
Team Mexico react after receiving their score in the team free routine of the artistic swimming event during the Paris 2024 Olympic Games at the Aquatics Centre in Saint-Denis, north of Paris, on August 6, 2024. (Photo by Oli SCARFF / AFP) (Photo by OLI SCARFF/AFP via Getty Images)
PARIS, FRANCE – AUGUST 06: Brooke Raboutou reacts during the Women’s Boulder & Lead Semifinal on day eleven of the Olympic Games Paris 2024 at Le Bourget Sport Climbing Venue on August 06, 2024 in Paris, France. (Photo by Michael Reaves/Getty Images)
PARIS, FRANCE – AUGUST 06: (EDITORS NOTE: Image was captured using an underwater robotic camera.) Jonathan Ruvalcaba of Team Dominican Republic competes in the Men’s 3m Springboard Preliminary on day eleven of the Olympic Games Paris 2024 at Aquatics Centre on August 06, 2024 in Paris, France. (Photo by Maddie Meyer/Getty Images)
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PARIS, FRANCE – AUGUST 04: An aerial view as Noah Lyles of Team United States crosses the finish line winning the gold medal in the Men’s 100m Final on day nine of the Olympic Games Paris 2024 at Stade de France on August 04, 2024 in Paris, France. (Photo by Michael Reaves/Getty Images)
“As a lifelong Olympic watcher and a lifelong Olympic broadcast/streaming complainer, really have to hand it to NBC for how incredible Peacock has been this go around,” Brandon Wall, a social media director at CBS News, wrote on X.
Kelsey McKinney of defector.com, which covers sports and culture, wrote that Peacock had created the perfect Olympic experience for someone like her.
“This is such a sensible approach — one that understands and respects the desires of an average viewer — it’s almost hard to believe an American network came up with it,” McKinney wrote.
The Games themselves have lent a hand
The Paris games have also afforded Peacock some advantages, including strong performances by the U.S. team and a return to crowds at events after COVID-19 restrictions. A time zone six hours ahead of the eastern United States also helped; NBC would have hated that in the past, since there are no live events available for its prime-time show, but it’s a bonanza for Peacock users in the afternoon.
More people working at home in the post-COVID era is also helping Peacock, Lazarus speculated.
“It’s probably not hard to imagine a lot more people are watching the Olympics from their home offices than they would from cubicles,” he said.
Peacock offers other Olympics features, including a personalized highlights package narrated by an artificial intelligence-generated voice of Al Michaels, and a comic look with Kevin Hart and Kenan Thompson. Since the games have started, it has begun offering a collection of Snoop Dogg moments from NBC broadcasts, and a service that shows medal ceremonies since consumers requested it.
A’ja Wilson leads U.S. women’s basketball into Olympic semifinals
Peacock had 33 million paid subscribers earlier this year. NBC would not say how many people have signed up for the Olympics.
The key question for NBC Universal is how many of those new subscribers will be motivated to stick with Peacock after the games end. They don’t necessarily need a lot of those new customers to stay for it to be considered a success, Moffett said.
Lazarus said that some 70 percent of people who signed up for the service because it was broadcasting an NFL playoff game last winter wound up keeping their subscriptions for at least three months.
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