Ten percent of NBCU’s ad revenue for Rio came from digital. The company expects that portion to climb in future Olympics alongside digital viewership, which grew far more from London than the company expected. Rio was the third Olympics in which NBCU provided authenticated live streaming of all events. Viewers streamed more than 2.71 billion minutes of coverage from Rio, nearly double the combined number for the two previous Olympics.
Source: How Olympics Ratings Surprised NBC and Will Impact Future Games | Variety