Broadcast and digital figures show fans around the world embracing Milano Cortina 2026 in record numbers
From the mountains of Cortina d’Ampezzo to the heart of Milan, the atmosphere at Milano Cortina 2026 is unmistakable. That passion in Italy is now being mirrored across the globe as broadcast and digital figures show.
Key facts
- Global broadcast: With 24 Media Rights-Holders and more than 80 sublicensees, the Olympic Winter Games are reaching billions of people worldwide across all platforms.
- Record-breaking audiences: Broadcast and streaming figures for Milano Cortina 2026 are exceeding expectations
- Unprecedented digital engagement: Olympic digital platforms have surpassed 100 million users; social media engagement has doubled compared to Beijing 2022; and social media is driving viewership and interaction.
The Olympic Games are stronger than ever, and we see that this passion and the fact that the Olympic Games have such a success are translating into great digital and broadcast audiences around the world. Our Media Rights-Holders are telling us these Games are exceeding their expectations.
Global broadcast audiences exceed expectations
With 24 Media Rights-Holders and more than 80 sublicensees, the Olympic Winter Games are reaching billions of people worldwide across all platforms. Broadcasters report that audience expectations are being surpassed in every time zone.
In Italy, two out of three people have watched coverage of the Games – a higher proportion than for Paris 2024. Remarkably, Italians have consumed more coverage of Milano Cortina 2026 than the previous three Olympic Winter Games combined.
In France, host of the next Winter Games, more than 50 million viewers have followed coverage on France Télévisions – 10 million more than at the same stage of Beijing 2022 and PyeongChang 2018, and even more than the Turin 2006 Olympic Winter Games.
In the United States, Milano Cortina 2026 has been averaging 24.3 million viewers on NBCUniversal platforms up to 16 February – up 88 per cent compared to Beijing 2022 at the same point. Coverage has topped 20 million viewers for each of the first 11 days of competition.
Streaming is driving significant growth. NBCUniversal has recorded 11.2 billion minutes streamed, up 62 per cent compared to the total of all prior Winter Games combined. Warner Bros. Discovery reports triple-digit percentage growth in hours viewed compared to Beijing 2022, making this its most successful Winter Games ever on streaming platforms.
In Asia, broadcasters are also reporting strong performances despite the time difference. In non-traditional winter sports markets such as Australia and Brazil, audiences are reaching new highs. Ski jumping coverage in Brazil last week became the most-watched Winter Games competition in Brazilian history, reflecting the country’s pride in historic performances on the snow.
Around the world, digital streaming viewership continues to grow. For example, Warner Bros. Discovery’s broadcast in Europe has experienced its best ever streaming for the Olympic Winter Games, with triple-digit percentage growth in terms of the total hours viewed compared to Beijing 2022. In the US, led by Peacock, 11.2 billion minutes of Milano Cortina 2026 content have been streamed – up 62 per cent on the total of all prior Winter Games combined.
The success we are seeing with record audiences on broadcast platforms is also reflected on the Olympic digital platforms. The Olympics Web and App has already exceeded 100 million users – nearly double the total achieved during the entire Beijing 2022 Olympic Winter Games. It is certain that this will be a record-breaking number. Olympic social media handles have generated over nine billion engagements, which is already double the number of what was achieved in Beijing.
Record engagement across digital platforms
Digital engagement levels are breaking new ground for the Olympic Winter Games.
The Olympics App has ranked as the number-one sports app in more than 75 countries. More than 12 million posts about Milano Cortina 2026 have already been shared by social media users globally since the competitions began.
Youth-focused platforms such as Instagram, TikTok and YouTube are driving particularly strong interaction, with the Olympics YouTube channels recording their highest daily views ever.
Athletes are at the centre of this momentum. Since the start of competition, athletes have driven more than 1.4 billion engagements across their own social media accounts and collectively now reach almost one billion followers. Enhanced opportunities to create content from the Olympic Village and training zones are allowing athletes to connect with fans in more authentic ways than ever before.
Reaching new audiences
Building on the success of Paris 2024, more than 100 digital creators are on site as part of a dedicated Creator Programme, working with Media Rights-Holders and leading social platforms to bring behind-the-scenes access to further enrich the fan experience through diverse content and take the Winter Games to wider audiences.
Engagement is also expanding onto non-traditional platforms. A dedicated Olympic experience within the Brookhaven game on Roblox has already generated more than 1.3 billion visits, while winter sports collaborations with Netflix are introducing new fans to Olympic stories.
Worldwide Olympic Partners are delivering the most extensive activation programme ever for the Winter Games, amplifying the reach of Milano Cortina 2026 through local and global campaigns. At the same time, strong demand for official merchandise – visible in queues at stores across Milan and the mountain venues – underlines the popularity of these Games.
From Italy to the Americas, Europe to Asia, fans are embracing Milano Cortina 2026 across broadcast, streaming and digital platforms. The passion felt across these widespread Games is resonating worldwide – confirming that the Olympic Winter Games are stronger than ever.