Lead: The 2026 Milan‑Cortina Winter Olympics averaged 23.5 million viewers in the United States, making them the most‑watched Winter Games on U.S. television since 2014 and about 96% larger than the Beijing Games four years earlier. NBCUniversal said the figure combines linear and digital audiences across NBC, Peacock, CNBC, USA Network and other platforms, covering the live afternoon (2–5 p.m. EST) and prime‑time (8–11 p.m. EST/PST) windows. The totals rely on Nielsen’s Big Data + Panel ratings through Feb. 19, Nielsen’s early estimates for Feb. 20–22, and digital metrics from Adobe Analytics. Some final local and event‑specific counts—most notably U.S. viewership for the men’s hockey gold‑medal overtime—were still pending at publication.
Key takeaways
- The Milan‑Cortina Games averaged 23.5 million U.S. viewers across NBCUniversal platforms, the largest Winter Olympics audience since 2014.
- That total represents a 96% increase in average audience versus the Beijing 2022 Winter Games, per NBCUniversal’s consolidated reporting.
- Numbers combine linear broadcasts and digital streams (NBC, Peacock, CNBC, USA Network and other outlets) and use Nielsen Big Data + Panel plus Adobe Analytics.
- Nielsen data window used: through Feb. 19 for full ratings, with early Nielsen figures covering Feb. 20–22; some event‑level figures remained provisional.
- U.S. reach across NBCUniversal properties in February, including Super Bowl and NBA events, hit 215.6 million viewers at least once during the month under Nielsen’s current methodology.
- Related sports benchmarks: Super Bowl 60 averaged 125.6 million, NBA All‑Star Game averaged 8.8 million (highest in 15 years), and a Lakers‑Knicks Feb. 1 game averaged 4.5 million viewers.
Background
The Milan‑Cortina Winter Olympics took place in February 2026 across venues in northern Italy. U.S. coverage was led by NBCUniversal, which distributed live competition and feature storytelling across broadcast and streaming channels. Since 2014, U.S. viewing patterns have shifted toward multi‑platform consumption, prompting Nielsen to update its measurement methodology (Big Data + Panel) and to shorten the minimum continuous‑view requirement from five minutes to three, increasing reported reach.
Winter Olympics audiences are sensitive to time zone effects, star athletes, and marquee matchups (hockey, skiing, figure skating). The U.S. team’s strong medal performance and several dramatic moments on the final days intensified domestic interest. Networks also benefited from a crowded February sports calendar: NBCUniversal carried the Super Bowl, the Olympics and the NBA All‑Star Game in the same month, a first for a single U.S. network.
Main event
NBCUniversal reported the 23.5 million average using a combined accounting of linear and digital viewing. The company said the audience measurement covered two consistent windows—afternoon and prime time—that captured many live events and highlight packages. Nielsen provided full ratings through Feb. 19 and early estimates for the final three days (Feb. 20–22); Adobe Analytics supplied digital streaming metrics.
Coverage blended live sports with behind‑the‑scenes features and athlete access that NBC described as unusually deep. Network producers highlighted new camera and audio technologies and expanded storytelling formats—efforts NBC says helped retain viewers across long event days. Those production choices were cited by network executives as key contributors to audience engagement.
One high‑profile moment was the United States’ 2‑1 overtime victory over Canada in men’s hockey, decided by Jack Hughes’ golden goal. The Canadian Broadcasting Corporation reported 8.7 million Canadian viewers for that game; U.S. audience figures for the matchup were still pending at the time of the network’s initial release. NBCUniversal stressed that some event‑level figures were provisional while final Nielsen panels and streaming reconciliations were completed.
Analysis & implications
The near doubling of the average U.S. audience versus Beijing 2022 signals multiple trends: stronger U.S. competitive results, improved production and distribution strategies by rights holders, and shifting measurement that counts shorter viewing sessions and digital consumption more comprehensively. Taken together, those factors can materially affect headline averages even if single‑event peaks remain similar to prior years.
For rights holders and advertisers, higher average audiences across platforms increase the value of Olympic broadcast inventory and sponsorships. NBCUniversal’s monthlong programming mix—Super Bowl, Olympics and NBA events—likely produced cross‑promotional lift, with Nielsen reporting a cumulative reach of 215.6 million U.S. viewers during February. That wider reach can attract advertisers seeking broad exposure across elite sports programming.
However, analysts caution that comparisons across Olympics cycles must account for calendar and competitive context: Beijing 2022 had different time‑zone alignment, pandemic‑era viewing behaviors, and a different roster of star athletes. Measurement methodology changes and inclusion of short digital viewings also complicate apples‑to‑apples comparisons, so the 96% figure should be interpreted with those caveats in mind.
Comparison & data
| Event | Average U.S. Viewers | Note |
|---|---|---|
| Milan‑Cortina 2026 (average) | 23.5 million | Combined NBCUniversal linear + digital |
| Beijing 2022 (average) | ~12.0 million | Baseline used by NBC — corresponds to ~96% smaller audience |
| Super Bowl 60 | 125.6 million | Across NBC, Peacock, Telemundo |
| NBA All‑Star Game | 8.8 million | Highest All‑Star audience in 15 years |
| Lakers‑Knicks (Feb. 1) | 4.5 million | Regular season broadcast average |
The table above places the Milan‑Cortina Olympics in context with other major February sports benchmarks reported by Nielsen and NBCUniversal. While event peaks (like the Olympic hockey final) drive headlines, the reported 23.5 million average reflects sustained audience across many sessions and platforms rather than a single‑event spike.
Reactions & quotes
Network and league leaders framed the numbers as the product of planning, production and scheduling.
“They surpassed what we anticipated,”
Molly Solomon, Executive Producer, NBC Olympics
Solomon told reporters the mix of scenic venues, athlete access and new production tools helped bring viewers closer to the competition and narratives. Executives also credited cross‑promotion within NBCUniversal’s February sports lineup for boosting overall reach.
“This outcome didn’t happen by chance; it was planning and execution across the month,”
Rick Cordella, President, NBC Sports
Cordella emphasized operational execution and noted that carrying the Super Bowl, the Olympics and marquee NBA programming in one month expanded promotional opportunities and audience flow between events.
Unconfirmed
- Final U.S. viewership for the men’s hockey USA‑Canada 2‑1 overtime was not confirmed in NBCUniversal’s initial release and remained pending final Nielsen reconciliation.
- Some platform‑level digital totals were identified as preliminary and subject to adjustment when Nielsen’s full post‑event review is complete.
Bottom line
The Milan‑Cortina Olympics’ reported 23.5 million U.S. average marks a notable rebound in Winter Games domestic viewership, driven by strong U.S. performances, enhanced production, and broader multi‑platform measurement. The 96% increase versus Beijing 2022 highlights these combined effects, but methodological changes and calendar differences mean direct comparisons require caution.
For broadcasters and advertisers, the numbers reinforce the commercial value of the Olympics when distributed across both linear and digital channels and promoted alongside other major events. Final event‑level figures (notably the U.S. hockey audience) and full Nielsen reconciliations will refine the picture in the coming days, but the initial data signal a healthier audience environment for marquee winter sports than in the prior Winter Games cycle.
Sources
- AP News — news report summarizing NBCUniversal ratings release and related context.
- Nielsen — ratings vendor; Big Data + Panel methodology and early/complete ratings (official industry source).
- CBC — Canadian public broadcaster reporting 8.7 million Canadian viewers for the USA‑Canada hockey final (news report, public broadcaster).
- NBCUniversal — rights holder and distributor of Olympic coverage; company statements and platform totals (official/rights holder).