The Milano Cortina 2026 Winter Olympics delivered strong competition across the Italian Alps and an equally compelling data story. Streaming overtook linear, an early morning men’s hockey game drew outsized American audiences, and sponsors like Coca-Cola and Deloitte turned Olympic moments into measurable consumer interest. Here's what Samba Media Intelligence uncovered.

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The Arc of an Olympics Audience

Across the U.S., U.K., and Australia, viewership followed a familiar tentpole pattern. There was a modest opening day on February 6th, then a solid first weekend of competition drew in fans who watched alpine skiing and figure skating, then a steady plateau through mid-February.

One moment stood out, though. In the U.S., the final day of the Games on Sunday February 22nd produced the highest viewership of the entire Olympics, driven by the Men's Ice Hockey Gold Medal game. Notably, the game started at 5:10am PST, meaning many Americans were setting alarms or catching up on-demand to follow along. The U.K. and Australia told a different story: both markets saw some of their lowest viewership of the Games that same Sunday. The hockey surge was a uniquely American phenomenon.

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Streaming Wins the Winter Games

For the Milano Cortina Games, streaming outpaced linear TV in the U.S., with 57% of total viewing hours coming through Peacock versus 43% on the linear broadcast. This reflects both the ongoing migration of live sports audiences to streaming platforms and a practical reality: when gold medals are being decided at 5am PT and athletes are competing across a dozen disciplines simultaneously, on-demand flexibility wins. For media planners, the implication is clear: if you're not allocating meaningfully to streaming in your sports buys, you're missing a significant audience.

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Audio Takes the Gold Alongside Streaming Video

It wasn't just streaming that benefited from audiences seeking flexible ways to follow the Games. iHeartRadio’s dedicated Olympic audio coverage drew strong engagement, generating 66M total listening minutes*. Men's Hockey topped the iHeartRadio charts by listens, followed by Women's Hockey and Freestyle Skiing;  a notably different ranking than TV, where Figure Skating led total hours viewed. Together, the streaming and audio numbers point to the same broader shift: Olympics fans are following the Games on their own terms, across more platforms than ever.

*Source: iHeartRadio first-party data.

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Google and Visa’s Two Ad Strategies

Two of the biggest U.S. Olympic TV advertisers took notably different approaches. Google led all brands in reach, connecting with more unique households than anyone else. Visa led in total impressions, reaching a smaller audience at a higher average frequency: 10.2x versus Google's 6.7x. Google prioritized breadth; Visa bet on repetition with a highly engaged audience. 

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Which Sponsors Actually Moved the Needle?

Impressions measure exposure. Web interest measures whether ad exposure drove interest. Three sponsors stood out. Coca-Cola saw online engagement among Olympics viewers jump from 12% before the Games to 34% after, a 170% lift. Deloitte followed with a 122% lift, and TCL posted a 91% lift. The takeaway mirrors what Samba has seen at other major events: sponsorship works best when it gives audiences a new reason to engage with a brand, not just remind them it exists.

In the U.K., Renault dominated Olympic TV advertising across every major metric - total impressions, reach, and frequency - making them the standout brand in that market by a wide margin.

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What It All Means for Marketers

Milano Cortina 2026 made clear that streaming now commands the majority of Olympics viewing. For brands and agencies looking to understand how their audiences engaged with the Winter Olympics - or to sharpen their approach for the next major tentpole - reach out to learn what Samba Media Intelligence can reveal for your next campaign.