This was expected to come out as soon as NBC Sports Net was shut down and Comcast was trying to come up with a strategy to reach the current demos.
NBCUniversal is looking to the 2022 Winter Olympics to give its Peacock streaming platform a boost.
The company said Wednesday that it will stream every event live, as well as NBC’s primetime show and studio programming, on Peacock’s premium tier. All paid subscribers (the premium tier costs $4.99 per month with ads) will have access, with no pay TV subscription required.
That is a significant change in strategy from the Tokyo Olympics, which ran last summer. Last year, the company streamed gymnastics, track & field and men’s basketball on Peacock, and had some streaming-exclusive studio programming. The hope was that these tentpole sports (basketball was exclusive to the paid tiers, the others streamed for free) would drive subscriptions.