NBC’s Olympic Gamble Pays Off—But Are American Interests Truly Served?

In a media landscape often criticized for short-sighted spending and questionable priorities, NBC’s $7.75 billion deal to secure U.S. Olympic broadcast rights through 2032 was once viewed skeptically. Yet, with Milan Winter Games viewership up an astounding 94% over the Beijing Games, NBC executives are heralding a triumphant return of the Olympics as must-watch programming. On the surface, this surge in audience numbers seems like a win — nearly doubling prime-time viewers and streaming engagement as Americans tune in to watch Team USA triumphs. But one must critically ask: at what cost? This multi-billion dollar investment by a corporate media...