Olympics ratings fall for NBC as the pandemic and streaming scramble network plans

The message was hope, as it is for every Olympics, but NBC also wanted these Games to mark the symbolic end of the global pandemic — a return to everyday life and a celebration of the triumph of the human spirit after a difficult 18 months. The sales pitch, from NBC’s perspective, made sense: the network is paying around about $12 billion to televise 10 Olympic Games from 2014 through 2032. But the network’s narrative was also running headlong into a state of emergency in Japan due to rising coronavirus cases and opposition to the Games on the ground there. When it was announced that there would be no fans, the television presentation suddenly became more challenging, too.

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