How the 2026 Winter Olympics Will Test Streaming's Dominance

When Mariah Carey and Andrea Bocelli take the stage on February 6th at 2 pm ET for the Milano Cortina 2026 Winter Olympics opening ceremony, millions of viewers will face a choice their parents never had: cable TV or streaming?

The Streaming-First Olympics

This year's Games represent a watershed moment in sports broadcasting. While NBC maintains its exclusive US broadcasting rights, the real action is happening on Peacock Premium, their streaming service that costs $11 per month with ads or $18 without.

The shift isn't just about platform—it's about experience. Peacock's Olympics hub website allows viewers to search, bookmark specific sports, and receive notifications for live events. This personalized approach contrasts sharply with the traditional channel-surfing experience of finding your favorite sport.

The timing challenge adds another layer. With events taking place in northern Italy (GMT+1), American viewers wanting live coverage will need to wake up at dawn for many competitions. Streaming's on-demand capabilities suddenly become essential, not just convenient.

New Sports, New Audiences

The 2026 Games introduce ski mountaineering as a new Olympic sport, embodying the "what if skiing, but uphill?" concept. This addition reflects the Olympics' ongoing evolution to attract younger, adventure-seeking audiences.

Traditional powerhouse events maintain their appeal:

• Figure skating begins February 6th with ice dance
• Ice hockey women's preliminary rounds start February 5th
• Short track speed skating kicks off February 10th with daily competitions
• Curling opens February 4th with mixed doubles

Biathlon—described as "the closest thing the Olympic Games get to a James Bond movie"—combines cross-country skiing with rifle shooting. Meanwhile, skeleton athletes hurtle head-first down icy tracks at 80 mph, making it one of the most viscerally thrilling spectator sports.

The Economics of Olympic Viewing

The subscription model raises questions about accessibility. A $11-18 monthly fee might seem modest, but it represents a fundamental shift from free broadcast television. For casual Olympic viewers who might watch only during the Games, the cost-benefit calculation becomes complex.

This pricing strategy also creates an interesting dynamic: viewers must actively choose to pay for Olympic content, potentially creating a more engaged but smaller audience. The traditional model of stumbling across Olympic coverage while channel-surfing disappears.

Global Implications

While NBC's approach reflects American market dynamics, other countries are watching closely. The success or failure of streaming-first Olympic coverage could influence broadcasting strategies worldwide. Traditional broadcasters in Europe and Asia are already experimenting with hybrid models that combine free highlights with premium live coverage.

The shift also impacts how Olympic stories are told. Streaming platforms can offer deeper, more specialized content—extended athlete profiles, behind-the-scenes footage, and technical analysis that wouldn't fit traditional broadcast schedules.