Entertainment

Comcast Bets on Olympics to Make Peacock a Must-Have

US viewers will be able to see every Olympic event on Peacock
Coverage of Games will promote Peacock original programming

Peacock had 34 million subscribers as of the end of March and regularly accounts for more viewership in the US than rivals Max and Paramount+, according to Nielsen. Photographer: Tiffany Hagler-Geard/Bloomberg

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By Lucas Shaw and Hannah Miller

July 22, 2024 at 1:00 PM UTC

Corrected

July 24, 2024 at 3:31 PM UTC

This article is for subscribers only.

In January, Kelly Campbell, president of the Peacock streaming service, assembled two task forces to plan for the 2024 Olympics in Paris: one to focus on luring viewers to Peacock during the Games, the other to make sure the newcomers stick around long after the last javelin is hurled.

With the opening ceremonies now days away, Campbell and her bosses at Comcast Corp. are confident that the Olympics will greatly elevate Peacock’s broader standing in the streaming wars against the likes of Netflix and Disney+.