Three major sports events, including the Super Bowl and the Olympics, helped Comcast’s NBCUniversal streaming service, Peacock, attract a record number of new customers in February, writes Hannah Miller for Bloomberg.
Peacock gained 4.9 million new subscribers in the month, which set a record for the largest single-month growth and accounted for 34 percent of all new users across all premium streaming platforms.
As part of promoting the trio of events, NBC dubbed last month “Legendary February.” Comcast invested $8 billion to acquire the sports rights for the trio. The Super Bowl drew around 125 million viewers, ranking it as the second-most-watched U.S. program ever, just behind last year’s championship.
The Winter Olympics delivered the largest TV audience for the Games in more than ten years, averaging roughly 23.5 million viewers per day, while the NBA All-Star Game drew 8.8 million viewers, which was its highest audience in 15 years.
Advertising slots for all three events were fully sold, with NBC charging as much as $10 million for a 30-second spot during the Super Bowl.
Sports remain a key part of Peacock’s promotion strategy, with Comcast having previously secured broadcast rights for NBA and MLB games.
Read more about Peacock’s record-breaking run in Bloomberg.
Editor’s Note: This post was originally published on PHILADELPHIA.Today in March 2026.
