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NBC Olympics' Bell: 'Shocked' to Find Digital Just 3% of Summer Games Viewing

In his opening keynote appearance at the inaugural LiveFronts, a streaming-centric conference organized by Brave Media, NBC Olympics executive producer Jim Bell said just 3% of viewing of the Rio Games last summer came via digital platforms.

The number "shocked" Bell.

"It simultaneously confused and pleased me," he said. "Like, 'We're still here. Linear!'"

Heading into Rio, Bell said he had expected the digital share to be more like 25%. Going forward, "It's definitely going to shift" toward digital. Nevertheless, on a revenue basis, the broadcast network still accounts for about 75% of all money the company makes on the Games, he added.