Situation: Peacock was able to house all major moments of the Winter Olympic Games live and on-demand, in addition to NBCUniversal’s cable streams of the Olympics, for the first time.

Brief: Deliver a consumer-first Winter Olympics hub within Peacock that promoted greater viewership of the Winter Olympics on the platform and reinforced Peacock as a leader in the sports streaming space.

Objectives: Make it crystal clear to consumers that every major event of the games would be available both as live events and live event replays, plus short form clips, documentaries, and more to further interest in the Winter Olympics.

Peacock’s creative goals for the Winter Olympics experience centered on core pillars:

Discovery: Empowering consumers to curate their experience, Peacock enabled viewers to discover all that the Winter Olympics had to offer. Through key features like Live Event Binge to hop from one live event to another and secondary navigation to filter by individual event, Peacock pioneered an unrivaled Olympics experience.

Simplicity: The Winter Olympics hub maintained a consistent look as consumers browsed through strong UI and color-coded imagery. Clear design and detailed features like sports filtering and dedicated hubs allowed the content to shine.

Storytelling: The athletes and their achievements are the true stars, and the hubs were curated so Peacock’s strength within storytelling remained front and center.

Collaboration: It was paramount that the aesthetic aligned with Peacock as a brand, while reflecting the official branding and iconography of the International Olympic Committee, NBC Sports and the USA Channel.

It was clear from consumer feedback that Peacock’s Winter Olympics hub needed to be an easy to navigate home for the thousands of hours of Olympics content available. We wanted Peacock to be consumers’ main filter for navigating the entire Winter Olympics from planning upcoming viewing, finding live events as they happened, and catching up on trending moments or full events they may have missed. In addition to raw event feeds, Peacock had the backing of NBCUniversal’s strong history producing the Olympics, so it was important to make sure viewers know they could simul-stream all NBCUniversal’s cable coverage of the Olympics through Peacock.

Immediately after the Summer Olympics, Peacock began preparing for the Beijing Winter Olympics. Over the course of six months, we thoroughly analyzed the Summer Olympics’ user experience, researched the Winter Olympics and how Beijing planned to present them, collaborated with partners across Comcast and NBCUniversal to build a more engaging user experience through a live binge experience to continuously watch live events.

We prepared extensive design work to implement during the Winter Games, including over 900 custom images, nearly 150 custom navigation rails, 24 custom playlists, 20 custom navigational pictograms and six custom Binge collections to span TV, web and mobile apps. Collaborators from various internal organizations working across the globe facilitated the ultimate Winter Olympics hub that launched on Peacock in January 2022.

The success of the Winter Olympics on Peacock was tremendous. With 4.3 BILLION streaming minutes across digital and social media, the Beijing Olympics is NBCUniversal’s most streamed Olympics in history, led by Peacock. The eighteen days of the Winter Olympics were the best usage days on platform to date. 534 SLEs and FERs streamed through the hub, including 488 live events from Beijing, and over 800 short form clips were curated and shared through the Winter Olympics hub.

On top of the sheer number of users accessing the Olympics hub, press and consumers raved about the experience, with one reporter calling it “the best $10 I’ve ever spent.” Over 1,000 articles about Peacock’s Winter Olympics coverage were published, including in major publications including in Vulture who summed it up nicely: “Peacock, you win this round."