Warner Bros. Discovery Sees Surge in Viewership for Milan-Cortina 2026 Winter Olympics
Warner Bros. Discovery has reported a significant increase in viewership for the Milan-Cortina 2026 Winter Olympics across its European streaming and pay-TV platforms. The HBO Max series “Heated Rivalry” has emerged as one of the most-watched entertainment titles among Games viewers.
HBO Max and Discovery+ have delivered their strongest Winter Olympics streaming performance to date during the opening days of competition. Total hours viewed on streaming platforms have increased by 102% compared to Beijing 2022, with triple-digit growth seen in France, Germany, Italy, and the U.K.
Subscribers streaming Milan-Cortina content have already exceeded the entire audience for Beijing 2022 after just three days of competition. Overall consumption across all platforms has increased by 39% compared to Beijing 2022 at the same stage.
Subscribers engaging with Olympics content have also shown a strong interest in entertainment programming. “Heated Rivalry” and “The Pitt” Season 2 on HBO Max have been among the most-viewed titles for Games viewers. The series “Heated Rivalry,” which follows two hockey players navigating their romantic feelings, has gained global popularity since its U.S. premiere in late November.
The cultural impact of “Heated Rivalry” was further highlighted when stars Hudson Williams and Connor Storrie were selected as torchbearers during the Olympic Torch Relay, leading up to the opening ceremony. The show has been renewed for a second season.
Despite industry trends, linear television has also shown strong performance, with WBD’s Eurosport and TNT Sports channels witnessing a 33% increase in hours viewed compared to Beijing 2022. Eurosport viewership in France increased by 47%, while Germany and the U.K. saw growth of 50% and 60%, respectively, on TNT Sports channels.
Andrew Georgiou, president and managing director of WBD Sports Europe, expressed delight in the increase in viewership and engagement during the first week of the Games. He highlighted Eurosport and TNT Sports as go-to destinations for leading sports coverage in Europe, coupled with HBO Max and Discovery+ being the platforms to watch every moment and every medal.
The Winter Games coverage will continue on WBD’s European platforms until Feb. 22, providing viewers with an immersive experience of the event.
