The concluded Milan-Cortina 2026 Winter Olympics attracted an average of 23.5 million daily viewers in the United States alone. This is the best result since the Sochi Games in 2014 and nearly double the viewership of the previous edition in Beijing. In Europe, streaming platforms Warner Bros. Discovery broke records, confirming a return of global interest in winter sports competition after years of decline.

Record broadcast reach

An average of 23.5 million daily viewers, representing an increase of nearly 100 percent compared to the Beijing Games.

Dominance of streaming

Digital platforms recorded record subscription numbers and the highest viewing time in the history of winter competitions.

Impact of location

European broadcast times and the presence of audiences in stadiums changed the perception of the Games after tournaments in Asia.

Climate threat

Despite media success, analysts warn that the future of winter sports depends on the fight against global warming.

The Milan-Cortina 2026 Winter Olympics proved to be a major commercial and media success, breaking a decade-long downward trend in viewership statistics. According to data presented by broadcaster NBCUniversal, the average daily number of viewers across all platforms was 23.5 million people, representing a 96 percent increase compared to the 2022 Beijing Games. Experts point out that the favorable time zone in Italy and the return of fans to the stands after the pandemic significantly influenced viewer enthusiasm. Success was noted not only in traditional television but especially in the digital sphere, where streaming became the dominant way of consuming sports content. The 2014 Sochi Winter Olympics were the last tournament before Milan to generate such high advertising revenue and public interest, before a popularity crisis linked to East Asian locations. In Europe, Warner Bros. Discovery reported a record number of subscriptions and hours spent watching broadcasts, linked to excellent performances by local athletes and an innovative approach to television signal production. One of the key moments of the Games, widely commented on in the media, was the return to the ice of figure skater Alysa Liu and triumphs by the US ice hockey team. While the sporting and media success is undeniable, experts point to challenges related to climate change, which cast doubt on the future of many winter sports disciplines in traditional mountain locations. „These were the most dynamic and engaging Games in the modern media era, blending traditional TV with the power of streaming.” — NBCUniversal The event's summary closes with lists of the most memorable moments, which included innovative figure skating routines inspired by pop culture. Organizers emphasize that Milan and Cortina d'Ampezzo restored the classic European character to the winter competitions, translating into high broadcast dynamism and positive reception of the global Olympic brand.

Mentioned People

  • Alysa Liu — American figure skater, whose performance was considered one of the breakthrough moments of the Games.