Warner Bros Discovery has claimed its coverage of the Milano Cortina Winter Games has its best-ever streaming audience, with triple-digit percentage growth in total hours viewed (+103 per cent vs Beijing 2022) across France, Germany, Italy and the UK.
Viewers were able to watch the Games via HBO Max and Discovery+, as well as the company’s Eurosport and TNT Sports linear channels. Linear viewing saw a 3 per cent increase in viewers vs Beijing 2022, added WBD.
According to the company, innovations such as Olympics Multiview proved especially popular with viewers, with approximately a third (32 per cent) of its streaming audience utilising the technology.
Commenting on Milano Cortina 2026, Andrew Georgiou, president and managing director, WBD Sports Europe, said: “Watching the Olympic Games on HBO Max and discovery+ clearly resonated with audiences in the UK and Europe with three times as many people choosing to stream the Games with us compared to Beijing 2022. Viewers being able to curate their own Olympics, selecting from all 116 live events and using innovative features such as our one-screen Multiview, drove significant increases in time spent by fans watching on our streaming services.
“This Olympics has set an incredibly strong foundation as we look to Los Angeles 2028 and the Olympic Winter Games returning to Europe again for French Alps 2030.”
