London Olympics Already an Online Streaming Success for NBC
NBC has finally released stats on its online Olympic efforts, and it has much to be pleased about. So far, NBC's Olympic hub -- NBCOlympics.com -- has served over 102.6 million video streams, and that's with 6 days of events remaining. The entire Beijing Olympics resulted in 75.5 million streams.
The number of live video streams currently stands at over 45 million, which is triple the number from Beijing (14 million).
That shows that requiring pay TV registration to access the live video streams was not a significant hurdle to viewers. NBC's decision to require a pay TV account for live video access is still a controversial one.
Paradoxically, the success of NBC's live online video may be boosted by the unpopularity of NBC delaying key events to show in prime time on television. While the most popular events aren't streamed live on the website, either, the site allows viewers to view thousands of hours of live coverage, most of it without distracting commentary. Indeed, NBC's online video is the alternative to NBC's broadcast video.
NBCOlympics.com earned over 1.1 billion page views so far, so it's almost reached the 1.2 billion page views that the Beijing site received. The most popular Olympian, NBC notes, is Gabby Douglas, who received 18.27 million views. Michael Phelps was second with 7.04 million page views, McKayla Maroney third with 6.04 million, Jordan Wieber fourth with 5.94 million, and Aly Raisman fifth with 3.01 million.
Finally, NBC notes that viewers are clicking to the site and staying for a long time. The average visitor spends 27 minutes on the site, a 118 percent improvement over Beijing.
After 10 years of live streaming the Olympics and other high-level sporting events, NBC Sports creates a side business out of it. The IOC is its first client.
While NBCUniversal live streamed 3,500 hours of events from the London Olympics, public sentiment was often negative. We asked NBCU what it might do differently next time.
Viewers who watched NBC's live online streams were more likely to keep their pay TV services, says survey.
Enough with the complaining, enough with the hashtags. We've seen all this before and it's not going to change.
NBCUniversal will stream every event in every sport of the 2012 London Olympics. But if you want to watch online, you'd better be a cable, satellite, or telco subscriber.