Warner Bros. Discovery posted its highest streaming numbers ever for the Milano-Cortina 2026 Olympic Winter Games. The company saw triple-digit growth in viewing hours on HBO Max and Discovery+ compared to Beijing 2022. The Games, held in northern Italy from February 6 to 22, drew huge crowds from Europe. Fans there watched more than ever before. And streaming made up a big part of that rise.
Key Takeaways
- Warner Bros. Discovery hit triple-digit growth in streaming hours viewed across Europe versus Beijing 2022.
- Over 32% of streamers used Multiview to watch multiple events at once.
- Total streaming subscribers watching beat all of Beijing 2022 in just three days.
- Linear TV viewership grew 3% in key markets like the UK, France, Germany, and Italy.
Background
The Milano-Cortina 2026 Olympic Winter Games marked the first time in 20 years the event returned to Europe. Beijing hosted the last Winter Olympics in 2022. Those Games faced challenges from COVID rules and time zone issues for European viewers. But this year, things shifted. Italy's northern regions of Milan and Cortina d'Ampezzo hosted over 100 events. Snow sports. Ice skating. Curling matches. All of it pulled in crowds.
Warner Bros. Discovery holds European rights to the Olympics. They cover the Games through Eurosport channels and streaming apps. HBO Max serves France, Germany, and Italy. Discovery+ handles the UK and Ireland. Before the Games started, the company built studios right in Cortina and Livigno. Crews there captured live action. They mixed local Italian touches with broadcasts across Europe.
Fans could watch every one of the 116 live events on streaming. No missing a moment. Linear TV still played a role too. But streaming took off. Early numbers showed more people tuning in online than ever. And Europe led the way. The continent's time zones matched the schedule better than Asia did four years ago.
But it's not just location. Warner Bros. Discovery added features to keep viewers hooked. One big hit: Multiview. That's a screen showing up to four events at once. Pick your favorites. Switch as you like. It worked. About a third of streaming viewers used it.
Key Details
Numbers tell the story. Warner Bros. Discovery reported 103% more hours viewed on streaming than Beijing 2022. That's across Europe. In the UK, France, Germany, and Italy, growth hit triple digits too. Subscribers streaming Olympics content topped the full Beijing total after just three days.
Linear TV held steady. Viewership rose 3% overall. Some markets saw bigger jumps. France. Germany. The UK. Poland. Ireland. All up.
Streaming stood out. It's the company's best Winter Olympics ever on HBO Max and Discovery+. Better than Beijing. Better than PyeongChang in 2018. Total hours consumed rose 39% at the same point in the Games.
Viewer Habits and Features
People stayed longer. They watched more events. Multiview drew 32% of the streaming crowd. Fans curated their own coverage. No more flipping channels. One screen. All action.
Partnerships helped reach new groups. TikTok got vertical videos from Eurosport and TNT Sports. Short clips for younger fans in Italy, France, Germany, Spain, and the UK. Looney Tunes showed up too. Fun animations tied to Olympic moments. A nod to old cartoons mixed with new sports.
"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."
— Andrew Georgiou, president and managing director, WBD Sports Europe
Georgiou pointed to those features. They drove time spent watching. Fans engaged more. Social media buzz grew too. Olympic accounts hit nine billion engagements. Double Beijing's total.
Studios added flavor. Italian sets in Cortina. Hosts chatting live. Graphics popping. It felt close. Like you were there amid the snow.
Across the pond, NBCUniversal saw gains too. But Warner's focus stayed on Europe. Their platforms carried every medal moment. No blackouts. Full access pulled users in. Check out how airlines canceled flights ahead of winter storms that hit during the Games. Weather didn't slow streaming.
Warner Bros. Discovery Streaming Records
These numbers change how companies see Olympics coverage. Streaming now rivals TV. Warner Bros. Discovery's push paid off. They bet on apps and features. Viewers responded. Europe, close to the action, streamed like never before.
It shows demand for control. Fans want choices. Multiview proves that. One-third used it. That's huge. Traditional broadcasts still draw crowds. But online growth points to the future.
Other rights holders noticed. NBC hit records in the US. BBC in the UK sub-licensed from Warner and set marks too. 83 million streams on their platforms. 44 million hours viewed. All up from 2022.
For Warner, it's a win. They hold rights through future Games. This sets a bar. Expect more features next time. Apps will get smarter. Partnerships wider. See how sports like curling drew peak audiences, similar to recent NFL talks on plays.
Business side matters. More viewers mean more ads. Subscriptions hold. Warner's platforms grew users. HBO Max. Discovery+. Both busier. Europe surged. 234% jump in streaming viewers in some counts. Hours viewed doubled.
Games wrapped February 22. Numbers kept climbing through the end. Closing ceremony. Medal finals. All streamed heavy. Women's ice hockey. Figure skating golds. Peaks hit millions.
What This Means
Streaming rules now. Warner Bros. Discovery leads in Europe. Their model works. Full access online. Fun features. Local studios. It adds up.
Viewers shift habits. Less cable. More apps. Olympics speed that up. Companies follow. Invest in digital. Cut cords elsewhere.
Europe benefits. Rights stay with Warner. Next Summer Games in LA. But Winter returns. Expect same push. Bigger numbers.
Fans win too. More ways to watch. No missing events. Multiview stays. TikTok clips grow. Younger crowds join. Sports stay fresh.
Ad dollars flow. Brands chase eyeballs. Streaming metrics help target. Precise. Effective.
Challenges linger. Costs rise. Rights fees climb. Tech needs update. But returns look good. Warner's bet pays.
Frequently Asked Questions
What platforms did Warner Bros. Discovery use for Milano-Cortina 2026?
HBO Max in France, Germany, and Italy. Discovery+ in the UK and Ireland. Eurosport and TNT Sports for linear TV.
How much did streaming grow compared to Beijing 2022?
Triple-digit growth. 103% more hours viewed overall. Up to 234% in viewer numbers across Europe.
Why did European viewers surge?
Games back in Europe after 20 years. Better time zones. Features like Multiview. Full live access on streaming.
Frequently Asked Questions
What platforms did Warner Bros. Discovery use for Milano-Cortina 2026?
HBO Max in France, Germany, and Italy. Discovery+ in the UK and Ireland. Eurosport and TNT Sports for linear TV.
How much did streaming grow compared to Beijing 2022?
Triple-digit growth. 103% more hours viewed overall. Up to 234% in viewer numbers across Europe.
Why did European viewers surge?
Games back in Europe after 20 years. Better time zones. Features like Multiview. Full live access on streaming.
