Comcast, which was recently acquired by NBC Universal, recently agreed to a $4.3 billion contract that will keep the Olympics at the network through 2020. As a result, NBC has been selling more than $900 million in advertising to ensure it gets back some of its investment.
Part of its strategy is to broadcast every live event in some form, showing more than 3,600 hours of Olympic coverage across its outlets. To do this, it has signed a deal with YouTube to make the service its “official video-on-demand partner”, using its player to deliver livestreams on NBCOlympics.com.
MSN provided the video player for the 2008 and 2010 Olympics, but its deal with NBC ended after the Vancouver Games. YouTube has more than 4 billion views a day, and 30 percent of its traffic comes from the U.S. NBC hopes many of the U.S. visitors to YouTube’s site will click on Olympics videos that take them to NBCOlympics.com, which will boost total traffic during the London Games.