As the countdown to the 2026 Winter Olympics in Milano Cortina begins, the media landscape is preparing for a major cultural and digital milestone. While our previous analysis of the Paris 2024 Games highlighted a shift toward streaming, Milano Cortina is poised to cement this transformation, characterized by record-breaking ad sales and a definitive move toward Connected TV (CTV).

The scale of this event is staggering. The Games are expected to reach a global broadcast audience of approximately three billion people, supported by a massive 6,000 hours of competition and support coverage produced by Olympic Broadcasting Services (OBS). This global reach is coupled with an anticipated two million in-person spectators, a significant increase over the 1.5 million recorded for Turin 2006.

The decisive shift: from Linear to CTV and Streaming

The 2026 Games are predicted to be the most digital Olympics in history. This isn’t just a trend; it’s a fundamental change in how the world consumes premium live sports.

  • Streaming dominance: In the U.S. alone, 41% of viewers plan to watch the Games live via streaming or CTV.
  • Platform fragmentation: While 35% of U.S. viewers still plan to use traditional broadcast TV, 27% report they will use streaming services exclusively.
  • Behavioral pivot: Viewers are no longer tied to full-length broadcasts. Instead, they are increasingly seeking out highlights (61% of U.S. viewers) and news (51%) across multiple digital platforms.

For publishers and ad tech providers, this shift means that “one-size-fits-all” broadcast models are becoming obsolete. Success in 2026 will depend on the ability to sell inventory across a fragmented, multi-screen environment.

Record-breaking revenue and the “Legendary February”

From an advertising perspective, the demand for Milano Cortina inventory has been unprecedented. NBCUniversal officially sold out of its Olympic ad inventory by early January 2026, setting a new record for the Winter Games. 

This surge is largely driven by a unique “Legendary February” lineup, which sees the Olympics running alongside Super Bowl LX and the NBA All-Star Game. This concentration of high-impact sports content has created a competitive “land grab” for ad placements.

  • Digital Growth: Over 85% of brand partners are investing in the Games digitally.
  • Ad Tech Adoption: Advertiser adoption of Peacock’s latest ad innovations has increased by 31% compared to the Paris 2024 Games.
  • Economic Impact: Early estimates project that the Milano Cortina Games will yield an economic impact exceeding $6 billion.

Peo Persson, CCO & Co-founder, comments:

“As we look toward Milano Cortina 2026, the transition to a digital-first Olympic experience is no longer a prediction, it is our reality. With NBCUniversal already selling out of its record-breaking ad inventory months in advance, it is clear that the ‘Legendary February’ lineup has created a level of demand that traditional manual sales simply cannot manage alone. Streamers that leverage automated self-serve technology are the ones who will successfully capture this surge, allowing brands to move with the speed of live sports while utilizing first-party data to reach a highly engaged, premium audience.”

Key takeaways for selling ad inventory in 2026

The transition from the 2024 Summer Games to the 2026 Winter Games reveals several critical shifts for those managing ad inventory:

1. The rise of Automated and Self-Serve operations

Mirroring the trend we saw in Paris, the 2026 Games highlight the necessity of speed and scale. Leading streamers are increasingly utilizing automated technology to allow brands to purchase ad slots without traditional manual sales processes. By embracing self-serve advertising, publishers can manage the massive influx of demand more efficiently while providing advertisers with the agility they need for live events.

2. Targeting a high-value audience

The U.S. Olympic audience remains a prime target for premium brands. This demographic skews toward the Boomer generation and possesses a household income 20% higher than the national average. Publishers should leverage first-party data to help advertisers reach these specific, high-value segments through precise targeting.

3. Content tailoring for SMB accessibility

Streaming platforms are breaking the Games into smaller, tailored content pieces, such as sport-specific highlights or athlete features. This move away from massive, expensive broadcast blocks reduces costs and increases accessibility for Small and Medium-sized Businesses (SMBs). Selling “snackable” digital inventory allows publishers to diversify their advertiser base beyond the traditional “Big Five” sponsors.

4. The integration of innovation

With ad innovation adoption up 31%, advertisers are no longer satisfied with standard pre-roll. They are looking for interactive formats and CTV-native experiences. Publishers must ensure their ad stacks support these newer, high-engagement formats to capture the 85% of brands now investing digitally.

Looking forward

As the Olympic torch heads toward Italy, the message for the ad tech industry is clear: the future of sports is streaming, and that future is automated. The organizations that will see the most significant gains are those that provide seamless, data-driven, and accessible paths for advertisers to connect with the billions of people watching the world’s greatest winter athletes.

If you want to help your advertisers show up where audiences are most engaged – live sports across broadcast, streaming, or digital – DanAds helps you make it happen. We give publishers the tools to bring scalable, automated sports advertising to market. 

Let’s get you in the game. We’ve got you covered.