You will be redirected back to your article in seconds

Olympics to Stream Live on Yahoo via NBC Deal? Not Quite

Peacock extends pact with Internet site to drive traffic to NBCOlympics.com

NBCUniversal extended its pact with Yahoo to promote live-streaming access to the 2014 Olympic Winter Games — but you’ll still need a cable or satellite TV subscription to watch the bulk of the action from Sochi, Russia.

The Peacock’s deal with Yahoo is aimed at driving pay-TV users to log in to NBCOlympics.com, where they will be able to access live streams of all 98 Winter Olympic events for the first time. All told, NBCU’s digital platforms will offer more than 1,000 hours of live content over the 18 days of the Olympic Winter Games Feb. 7-23 from Sochi, more than double that of the 2010 Vancouver Olympics.

Cord-cutters need not apply: Almost none of the Winter Olympics live-streamed events will be available without a pay-TV subscription.

NBCU, which is owned by Comcast, hasn’t said which events it will stream entirely for free — only that the “vast majority” of programming will require cable, satellite or telco credentials to access. It has deals with operators representing more than 100 million U.S. households, covering virtually all pay-TV subs.

Under the NBC Olympics alliance with Yahoo, the Internet site will present U.S. visitors with deep links to specific video highlights and live-streamed events on NBCOlympics.com. Yahoo’s users will “now have easy, one-click access to NBC Olympics’ exclusive and robust digital Olympic video assets,” Rick Cordella, senior VP and GM of NBC Sports Digital, said in announcing the expanded pact.

SEE ALSO: NBC Sports Taps Katy Perry As Sochi Olympics Promotion Intensifies

In addition, Yahoo Sports will work with NBC Sports to contribute Olympic news and analysis for digital segments that will be promoted to both NBCOlympics.com and Yahoo users. Yahoo also will integrate Olympics content into products such as Yahoo Search, Flickr and Tumblr and will launch a daily digital Olympics show. The pact extends the previous deal between NBC Sports and Yahoo Sports, reached in December 2012, which includes co-produced original programming.

NBCU and Comcast are again using the Olympics to push awareness and usage of “TV Everywhere,” to drive home the point that current TV content is available only to paying subscribers — though the walled-garden approach is sure to again prompt grumbling from the cord-cutting vanguard.

Pay-TV users authenticated about 9.9 million devices during the 2012 London Olympic Games, either on NBCOlympics.com or on the NBC Olympics Live Extra app. Since then, NBCU has made several improvements to the authentication process with the 2014 Winter Games. Those include auto-verification for some cable and telco customers based on a customer’s Internet Protocol address; and a cross-domain verification for customers who have already verified their subscriptions with Adobe Pass on their desktop or mobile device.

As with the London games, NBCU is offering a how-to video with Ryan Seacrest explaining how cable, satellite and telco TV subs can log in to watch the Winter Games online. The Seacrest segment also will air as part of the Peacock’s Olympic cross-channel marketing efforts and on NBCOlympics.com, and pay-TV providers will begin running customized versions later this month.

More TV

  • Stephen Moore

    Stephen Moore, 'Hitchhiker's Guide to the Galaxy' Android, 'Doctor Who' Actor, Dies at 81

    Stephen Moore, best known for his roles as the paranoid android Marvin in “The Hitchhiker’s Guide to the Galaxy” radio series and the Silurian Eldane in “Doctor Who,” has died. He was 81. “The Hitchhikers Guide to the Galaxy” producer Dirk Maggs confirmed Moore’s death Sturday on Twitter, writing, “Our dear friend Stephen Moore has [...]

  • Baghdad-Central-Image

    Fremantle, Hulu Bringing 'Baghdad Central' to United States

    Fremantle is partnering with Hulu to bring the UK drama “Baghdad Central” to the United States, Fremantle announced Monday. The latest in Hulu’s growing slate of international content, “Baghdad Central” will launch on Channel 4 in the United Kingdom and stream on Hulu in 2020. Based on the novel by Elliott Colla, the six-part drama [...]

  • Endemol Shine, China’s Hunan TV Duet

    Endemol Shine, China’s Hunan TV Duet on ‘Sing or Spin’ (EXCLUSIVE)

    Global production and distribution giant Endemol Shine is to duet with leading Chinese producer and broadcaster Hunan TV on primetime entertainment format “Sing or Spin,” which has an innovative spin: a revolving stage that lets singers know how well they are scoring. The show has been co-developed by Endemol Shine China and Hunan TV as [...]

  • 'Succession': Nicholas Braun, Matthew Macfadyen on

    'Succession' Stars Nicholas Braun, Matthew Macfadyen Break Down How To Make a Tomelette

    You can’t make a Tomelette without breaking some Greggs, and you can’t get through an episode of ‘Succession’ without a few rounds of riffing, at least according to Nicholas Braun (who plays Greg Hirsch) and Matthew Macfadyen (who portrays Tom Wamsgans). “We basically improv in probably every scene to some capacity,” says Braun. Though the [...]

  • Manchester City Football Club Animated Series

    Manchester City Soccer Team Animated Series in the Works (EXCLUSIVE)

    “Sky Blue Academy,” an animated series set inside the training academy of reigning English Premier League champions Manchester City, is in the works, Variety has learned. The Pep Guardiola-managed team has enjoyed numerous successes in recent years and broken into world soccer’s elite, becoming a global brand in the process. The show will follow a [...]


    TV Review: 'Living with Yourself'

    Paul Rudd is such a naturally ebullient actor that it can be startling to see him ground down. A gifted physical performer who, at 50, looks so youthful that his appearance tends to precede all other attributes when he’s discussed, Rudd also still has the verve and energy of a rising star — a quality [...]

More From Our Brands

Access exclusive content