2020 Tokyo Olympics will see bigger deal between NBCU and Twitter

OTT sports content Tokyo Olympics
Twitter will be streaming more live content from the 2020 Tokyo Olympics

Twitter – like NBCUniversal – has history with the Olympics, and it’ll be continuing at the 2020 Tokyo Olympics. As in years past (the previous four Games), Twitter will be offering glimpses of the action and highlights.

This time around, “Daily Live Look-Ins” – which will be five-minutes long or less – will be selected via fan votes. Additionally, NBC is creating a live, 20-minute long show daily during the 2020 Tokyo Olympics for Twitter (NYSE: TWTR), provider real-time highlights and other shoulder content.

NBCUniversal thanks to parent Comcast (NASDAQ: CMCSA) is set to broadcast and stream thousands – literally – hours of action from the 2020 Tokyo Olympics and – according to comments from execs earlier this week – expect to generate more than the $1.2 billion in ad revenue it saw from the 2016 Rio Games.

NBC will help Twitter monetize the content, as well, helping to sign on sponsors for the social site’s fare.

“Over the last four Games, we have worked with Twitter to fuel the Olympic conversation and connect fans and brands with the cultural moments that unite the nation and the world,” Gary Zenkel, president of NBC Olympics, said in a statement, noting that this is not the first time the companies have worked together. Adding a nod to Twitters role, noting the Olympics generates a “massive social conversation.”

The bottom line

Even the Olympics has trouble drawing Millennial fans on traditional TV. Put them halfway around the world in a time zone that is anything but prime time and it’s no surprise NBCU is looking for help with the Tokyo Summer Games.

NBCU has a tight grip on the content – you’re unlikely to see it anywhere else in the US without using a VPN – and the Peacock Network is hoping the deal with Twitter will at least nudge the door open a bit.

But, even if it does manage to entice Millennials to watch bits and pieces of the Games on Twitter, will it get them interested in watching network television again?

In a word: Nope. But, NBC’s soon-to-be revealed streaming service, set to debut in April 2020, might offer enough appeal to interest them.

Afterall, the service will have brought back all of The Office episodes by then, right? And what better late-night content to binge? Wait, NBCU plans to load it up with ads. Ah, that’s a conversation for another time.

Stay tuned.

Jim O’Neill is Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn