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I’d argue NBC Universal is pushing harder against the boundaries of online streaming than social media in its Olympics coverage, so it’s amusing to watch the digerati complain about event streaming availability. There’s no question that when a company spends this much, it’s going to protect prime time audiences and advertising. And the audience numbers have been very good so far. The opening ceremony was huge – 41 million viewers – and the next day’s sports coverage seemed to be doing well. Social media traffic is big, and even Twitter acknowledges we’ve got a lot to learn about integrating the mediums. Recently, we’ve done some relevant analysis of social TV apps and social media entertainment discovery, as well as over-the-top TV to fuel your thinking.