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Tokyo Olympic Games Ratings Pose Counting Challenge for NBCU
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variety.comBrian Steinberg Senior TV EditorNBCUniversal’s Olympics coverage is putting a spotlight not only on the world’s top athletes, but on the way American viewers are choosing to watch them.In decades past, fans of swimming competitions and gymnastic feats would tune in to a single network showing the Summer Olympics, and giant audiences would follow.
In recent years, however, as U.S. rightsholder Comcast has sought to monetize a $4.4 billion pact that grants it exclusive rights to show the Games in the U.S., Olympic telecasts have made their way to CNBC, USA and NBCSN.
And in 2021, with audiences accustomed to watching whatever they want with a few clicks on a remote, there is no single, defined way to watch the sports extravaganza.
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