The live streaming of every event is a major shift at the NBC Sports Group, which was formed after Comcast acquired control of NBC Universal. Under General Electric, its former owner, NBC Sports did not stream live events that would be featured in prime time, lest they diminish ratings.

Two years ago, at the Winter Olympics in Vancouver, only hockey and curling were streamed live in order to protect prime time. At the 2008 Beijing Summer Games, 25 sports were streamed live but none of them were important to the evening broadcast, which is usually at least four hours long.