Milan Cortina Olympics Ratings: 23.5 Million Viewers, Best Since 2014

Variety

by varietyschneider

February 24, 2026

AI-Generated Deep Dive Summary

NBCUniversal's coverage of the Milan Cortina Olympics achieved a remarkable 23.5 million average viewers across its platforms, marking the highest ratings for a Winter Games in the U.S. since 2014. This success came alongside Team USA's impressive performance, with 12 gold medals and numerous standout moments, such as the women’s hockey final which drew 5.3 million viewers—a record for women’s hockey. The event also saw significant digital engagement, with 4.28 billion social media impressions, a 437% increase from Beijing 2022. NBCUniversal's extensive coverage spanned 3,200 hours and 116 events, utilizing Peacock, NBC, USA Network, and CNBC. Key viewing windows like "Milan Prime" (afternoons) and U.S. primetime averaged over 3 million daily viewers. Local markets showed strong interest, with Milwaukee leading at a 13.7 rating. The ratings surge reflects the growing appeal of Olympic coverage in the U.S., driven by NBCUniversal's innovative use of technology and storytelling. The event’s stunning locations and unprecedented athlete access contributed to its success, aligning with viewer expectations for high-quality entertainment. This achievement underscores the media giant's dominance in sports broadcasting, setting a benchmark for future events. For entertainment enthusiasts, these numbers highlight the enduring popularity of major sporting events and their impact on TV ratings. NBCUniversal's ability to captivate audiences with engaging content and advanced production techniques positions it as a key player in shaping media trends. The success also bodes well for upcoming Olympics, including Los Angeles 2028, and reinforces the importance of strategic event coverage in drawing massive viewer numbers. The broader context of "Legendary February" further emphasized NBCUniversal's strength, with major events like the Super Bowl and NBA All-Star Game boosting Peacock’s performance. This synergy between live sports and digital platforms solidifies NBCUniversal's position as a leader in both traditional and streaming entertainment, offering a glimpse into the future of media consumption.

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Originally published on Variety on 2/24/2026