Via Wall Street Journal
The gist: NBC is contending that Millennials did watch the Olympics, but not on traditional TV.
More information: Olympic TV viewership was down 30% among young viewers, but NBC says that’s because they were watching elsewhere.
The Wall Street Journal reported: “…NBCUniversal, a unit of Comcast Corp., has maintained those ratings only tell part of the story, since this year’s event also aired on cable networks in primetime and all content was available to stream live, even when some of those events didn’t air on TV until the evening.”
The article noted: “According to NBCU, nearly 50 million viewers streamed 3.4 billion minutes across the web and on mobile and connected devices, with more than half of streamers under the age of 35. That compares with almost 200 million viewers in aggregate who watched the Games across NBCU’s TV networks during the 17 days of coverage.”
“As viewers migrate to other platforms, the challenge for the entire TV industry has been to figure out how to make money at the same rate—particularly with viewing habits shifting the fastest among the younger demographic coveted by advertisers,” the WSJ wrote. “With the Rio Olympics, about 10% of NBCU’s total ad sales efforts were tied to streaming deals.”