The 2016 Olympics has been a true turning point for broadcasters around the world shifting from linear broadcasting to streaming. For NBC, streaming is a part of its Olympic future. In the first week of the Rio Olympics NBC’s live streaming had reached 1.28 billion minutes, surpassing the entire streaming data of the 2012 London Olympics.
NBC Sports Group Digital CTO, Eric Black spoke of going past the one-billion-minute milestone stating,” I’m impressed, excited and overjoyed.”
In 2016, streaming has become an essential way to view sports and entertainment as people change the way they consume media, from cord cutting to binge-watching on Netflix and moving towards mobile as the screen of choice.
In Australia, free-to-air (FTA) linear TV ratings for the Rio 2016 Olympics Opening Ceremony were down compared to the 2012 games, yet Seven’s streaming of the Opening Ceremony of the Rio Games pulled 2.8 million views on the second day of its broadcast.
Seven's event director, Olympic Games and chief revenue officer, Kurt Burnette said these traditional ways of measuring viewership have totally changed. “If you are delivering content in a different way then it's being measured in a different way so it's important people recognise that. Still looking at things such as the linear TV ratings in a traditional sense, alone, no longer makes sense – you have to look at all screens,” Burnette says.
We said it's was going to break records and it has. Seven has the greatest aggregate of Olympics content and the fact that the (first week’s ) incredibly strong live streaming numbers broke records, prove this.”
Seven said on Day 3 of the Games that it recorded over 3.1 million live streams of its channels — a new record for streaming down under.
Globally, the Rio Olympics will go down as the game changer in mobility viewing.Broadcasters are reporting record user figures for their coverage online and on Facebook and Twitter. Italy's RAI, one of the few networks to provide regular social media traffic updates, said it has counted more than 3.6 million global interactions across the Facebook and Twitter platforms of its network's channels.
While in South Korea, a country with one of the highest penetration rates for mobile devices, television ratings for the Rio Games have remained in the single-digits.
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