Summer Olympics Boost Peacock to Record Usage Levels

Peacock, the streaming service by NBCUniversal, experienced its most successful month in August, achieving the highest share of TV usage in the United States since its inception four years ago. The surge in viewership can be attributed to the Summer Olympics, which provided a vast array of coverage on the platform.

According to Nielsen’s monthly Gauge report on TV viewing by platform, Peacock’s share of TV usage increased from 1.5 percent in July to 2.1 percent in August, marking a new all-time high for the service. Over the previous 12 months, Peacock had averaged around 1.3 percent of all TV usage. The August figures were particularly boosted by the Olympics, with Peacock capturing nearly 19 billion out of the total 23.5 billion minutes of viewership during the games.

NBC also reaped significant benefits from the Olympics, dominating the list of top telecasts on broadcast networks for the month. Seventeen of NBC’s broadcasts attracted over 10 million viewers each, showcasing the event’s immense popularity. Broadcast networks collectively accounted for 22 percent of TV usage in August, up from 20.3 percent in July.

Overall, TV usage saw an 8 percent increase month-over-month, largely fueled by the Olympics’ 14-day coverage. While streaming and cable TV usage experienced minor declines, other forms of TV consumption, such as gaming and physical media playback, also decreased slightly.

In the realm of streaming platforms, YouTube maintained its lead, capturing over 10 percent of all TV viewing for the second consecutive month. Disney+ saw a slight uptick, reaching 2.3 percent of TV usage in August. These figures underscore the ongoing popularity of streaming services among viewers.

Nielsen’s Gauge report for August 2024 provides a comprehensive overview of TV usage across different platforms, highlighting the evolving landscape of television consumption. The data reflects the significant impact of major events like the Olympics on viewership patterns and platform preferences.