As the 2024 Olympics in Paris approaches, Comcast has great confidence that it will help elevate Peacock’s standing within the streaming landscape, write Lucas Shaw and Hannah Miller for Bloomberg.

Peacock did a lot in preparation for the Olympic games.

In January, Peacock President Kelly Campbell assembled two task forces to plan for the Olympics. One was to focus on luring viewers to Peacock during the Games, while the other was to make sure the newcomers stick around long after the Games are over.

“This is going to be a defining moment for Peacock,” Campbell said.

Over the course of the 19 days, Peacock will be the only place where viewers in the U.S. will be able to catch every single event.

In all, the service will offer thousands of hours of competition presented live, on-demand, and in a series of packaged clips.

The experience will be enhanced by special, high-tech features, such as a morning recap of the previous days’ events narrated by broadcaster Al Michaels. It will used an AI-synthesized reproduction of his voice.

Comcast has spent billions of dollars into Peacock with mixed results.

The Olympics provides an opportunity for the streaming service to vault closer to its competition.

Read more about Comcast’s plans for Peacock en route to the Olympics at Bloomberg.

_____