Peacock Added 2.8 Million Signups During the Olympics, Research Company Says

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The uptake compares to 3 million signups the NBCU subscription streaming service received for its AFC Wild Card exclusive back in January, according to Antenna

2024 Paris Olympics
(Image credit: Getty Images)

NBCUniversal accumulated 2.8 million signups for Peacock during the recently completed Paris Summer Olympics, averaging 398,000 enlistments a day during the first week of the Games, a 5.6 times increase vs. the previous eight weeks, according to research company Antenna. 

The performance compares to the 3 million Peacock sign-ups measured by Antenna when the platform exclusively hosted an NFL AFC Wild Card playoff matchup in January between the eventual Super Bowl Champions Kansas City Chiefs and the Miami Dolphins. 

Some of those customers ended up churning away quickly, with Peacock reporting a loss of around 500,000 subscribers in the second quarter. 

Also read: Peacock’s Wild Card Weekend Resulted in the Biggest ‘Measured Signup Moment’ Ever, Research Company Claims

Antenna also measured 3.4 million signups for Paramount Plus just before and during the Super Bowl in February. 

On average, Peacock has commanded 16% share of premium SVOD gross customer additions over the prior 12 months. In July 2024, Peacock drew 29% share of all gross additions in the category, Antenna said. 

(Image credit: Antenna)
Daniel Frankel
Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!