Roku and NBCUniversal are launching a dedicated “NBC Winter Olympics Experience” on the Roku platform for the Milan Cortina 2026 Games. The collaboration repeats a successful strategy from the 2024 Paris Olympics, aiming to drive subscriptions for NBC's Peacock service while creating a premium advertising environment for Roku.

• Primetime portal: The hub, which launched February 2, will centralize over 2,500 hours of programming, covering everything from live events to on-demand highlights. A new alert feature also lets viewers get mobile reminders for key events, and all of the action will stream live on Peacock, which is rolling out a new show, "Primetime in Milan."

• The business playbook: The strategy is straightforward: NBCUniversal uses the global event to attract Peacock subscribers, while Roku gets a premium viewing experience to sell high-value advertising against—a core part of its revenue model. The strong sponsor list, which includes Honda, Delta, and Visa, signals high advertiser confidence in the platform.

The deal offers a glimpse into the future of sports broadcasting. With its U.S. media rights for the Olympics locked up through 2036, NBCUniversal is cementing these platform integrations as its core strategy to dominate the live sports vertical. For those interested in the broadcast details, NBC Sports has released its full programming plan for the Milan Cortina games.