×
You will be redirected back to your article in seconds

Rio Olympics Drives Netflix U.S. Viewing Down 10% Over Opening Weekend (Study)

Netflix traffic dropped by about 10% on several U.S. broadband networks this past weekend as viewers tuned in to the 2016 Summer Olympics on NBC’s networks and streaming services, according to data from Procera Networks.

Still, the 2016 Olympics opening ceremony from Rio didn’t have the same kind of drawing power of the London Olympics in 2012, when Netflix usage dropped almost 25% on some Internet networks, Procera noted. Indeed, NBC’s ratings for last Friday’s opening ceremony garnered the lowest rating for a Summer Olympics since the 1992 games in Atlanta. Meanwhile, NBC live-streamed the London opening ceremonies but broadcast the festivities on TV on a three-and-a-half hour delay, which likely drove up Internet streaming four years ago.

Although NBC’s primetime TV ratings for Rio have lagged the 2012 games, the broadcaster has touted record streaming activity: On Saturday, NBC Olympics platforms delivered 155 million live-streaming minutes, up 263% compared with Day Two of the 2012 games, and registered 11.3 million unique users (up 7%).

Procera, which sells bandwidth-management equipment to ISPs, found a roughly 10% drop-off in Netflix bandwidth consumption for Aug. 6-7 compared with average traffic the preceding four days on the networks of four large providers. The company did not disclose the names of the ISP customers from which it collected the data.

Netflix declined to comment on the Procera numbers. But the company previously said it anticipates the Olympics to depress subscriber growth around the world for the third quarter of 2016. Netflix expects to add 300,000 net U.S. subs for Q3 (versus 880,000 in the year-ago quarter) and 2.3 million internationally (compared with 3.62 million last year).

“Our global membership forecast for Q3 includes an impact from the spectacle of the Olympics, on par with what we experienced four years ago,” Netflix said in its Q2 letter to shareholders.

Netflix also said the third-quarter forecast will not include any lift in the U.S. from its deal with Comcast to integrate the streaming service with the cable giant’s X1 service. The timing of the launch is uncertain, “as we and Comcast will only release Netflix on the X1 when the viewer experience is great,” the streamer said.

Popular on Variety

More Digital

  • Verizon Stream TV

    Stream TV Review: Verizon’s New Streaming Device Is One Odd Duck

    Verizon has an answer to Roku, but it’s not talking much about it: The mobile carrier quietly released a new streaming device this week that promises to bring services like HBO, Hulu and YouTube to your TV. Dubbed Stream TV, the device is a solid streamer based on Google’s Android TV platform, albeit with a [...]

  • Hulu With Live TV Full Channel

    Hulu Hiking Price of Live TV Service 22%, to $55 per Month

    Hulu is implementing its second price increase in less than a year for its Hulu With Live TV product — with the base package of 60-plus live channels increasing 22%, to $54.99 per month. The price hike on the monthly base price of Hulu With Live TV will go into effect Dec. 18 for all [...]

  • Hulu With Live TV

    Hulu Live TV Tops Sling TV as No. 1 Streaming Pay-TV Service, Analysts Estimate

    Hulu With Live TV has edged out Dish Network’s Sling TV to take the crown as the biggest virtual pay-television service in the U.S., according to new analyst estimates. They were among the only winners amid the cord-cutting carnage that slashed through the sector in the third quarter. As of the end of the third [...]

  • Mubi India

    Mubi Launches Two VoD Channels in India

    Film specialist streaming platform Mubi launched on Friday in India with two channels, Mubi India and Mubi World. The channels are available together for an introductory offer of INR 199 ($2.75) for three months. Thereafter the channels will cost INR 499 ($7) a month or INR 4788 ($66.75) annually. For Mubi India, a channel dedicated [...]

  • U.K. Producer Barcroft Studios Sold to

    U.K.-Based Producer Barcroft Studios Sold to Future in $30 Million Deal

    Barcroft Studios has been bought by Future in a £23.5 million ($30.1 million) deal. The U.K.-based production outfit specializes in factual fare for channels and platforms, and its own branded channels on the likes of YouTube. Future is a U.K.-listed print and online publishing and events business. Sam Barcroft will stay on as CEO at [...]

  • Tye Sheridan

    Tye Sheridan Starring in Survival Thriller 'Wireless' From Steven Soderbergh for Quibi

    Quibi has ordered another show with notable Hollywood talent attached: scripted series “Wireless” starring Tye Sheridan with Steven Soderbergh on board as executive producer. In the made-for-mobile-screens thriller, a smartphone has a central role. Sheridan (“Ready Player One,” “X-Men: Apocalypse”) plays a self-obsessed college student who is stranded in the Colorado mountains after he crashes [...]

More From Our Brands

Access exclusive content