Roku and NBCUniversal have launched the "NBC Winter Olympics Experience," a dedicated hub designed to centralize coverage of the Milan Cortina 2026 Games on Roku devices and drive viewers to NBC's Peacock streaming service.
An encore performance: The partnership builds on the companies' previous collaboration for the Paris Summer Olympics. "Roku’s continued collaboration with NBCUniversal will deliver the excitement of the Games straight to your living room, so you can catch every must‑see moment,” said Roku executive Joe Franzetta.
Built for the binge: The portal, exclusive to U.S. Roku devices, brings together all of NBC's Olympic content from live events to highlight reels. The experience is built for active viewing, with integrated features like a live medal count and mobile reminders for can't-miss events, while Peacock subscribers get direct access to more than 2,500 hours of programming.
The strategic playbook: The strategy is clear: for Roku, the hub is a move to solidify its platform as the primary gateway to content for its more than 80 million U.S. accounts. For NBCUniversal, it's a direct play to funnel Olympic viewers toward Peacock subscriptions, which will carry every live event from the Games.
It's a key advantage for NBCUniversal, which holds exclusive U.S. Olympic rights through 2036, and a model for how media giants will leverage neutral streaming platforms to win over audiences in the post-cable era. The move is being watched across the industry as a key part of NBCUniversal's strategy for comprehensive CTV coverage. It also highlights a focus on creating unique viewing experiences tailored to the growing audience of cord-cutters, reinforcing how the business of sports broadcasting is increasingly tied to streaming technology.
