Olympic Viewing Habits - Non Traditional Consumption

Gold Medal - Not Yours

It's hard not to point out the fifty foot wide hole in the NBC online distribution strategy.  If the inflated numbers around the amount of bandwidth p2p / torrent consumption uses how do you not have a p2p distribution plan in place for your Olympic programing.

This was the chance to show the world you "get it".  Pump out all the fine programing you have to p2p replete with appropriate monetization strategy and blow peoples minds.

1. It would incremental
2. It could have advertising
3. It would be an epic PR move
4. It would build brand loyalty and equity worldwide (and potentially the enabling advertiser / sponsor)
5. Develop not traditional viewing audience relationship

Yes it would need to be well thought out and explained in advance around the traditional media deals. There are no doubt complexities around the discussion points.  This would be incremental viewers not supplemental and I would venture to say if advertiser(s) could bring it in a "brought to you by" or entitlement sponsorship way (with a non-stick-in the-spokes realization from a user perspective) they could win gold medal themselves.

There was nothing but upside on this strategy, instead we have Olympic fail.  When they look back at the dis intermediation of old media these will be the granular points in time, that over time,  will add up to obsolesce.

Looking at the non traditional consumption crowds country by country information yesterday I drew a graph that by usage itself painted art (imho).  The number of people from mainland China that used torrents to catch up on the great event happening in their country was beautiful.

That torrent has multiplied and has shown up on other trackers that have a completely different demographic break out.

(-ed note. This is where having everyone using one format on one protocol is the grail, i.e. Napster in it's hey day - not understanding this today would be like asking ISPs to sniff out traffic ....anyway) 

First up is revisiting the original torrent with updated country percentages

Beijing.Olympics.2008.Opening.Ceremony.720p.HDTV.x264-ORENJi

Found On: Aug 9, 2008 1:49:30 PM

Last Activity: Aug 12, 2008 5:38:35 PM

URL: (ommitted)

Info Hash: 769DCC0433B6427EC013D9882B97278*********

As you can see the country's have increased but China consumption remains super strong.

The other thing to note hear is how beautifully poetic data can be.

really nice data visualization. 








I  included the amount of trading taking place of this one file to illustrate how fast and how important time and windowing factor into consumption.

This file peaked before you knew it was there.  Discovery and viewing is explosive and real time.  By the time someone could spoof this people are over it and on to the swimming relays etc.













Also included is the USA demographic info I find this less compelling as it's more reflective of major ISP's National Access Points.  







Further down find the sister file of the original one... (Beijing.Olympics.2008.Opening.Ceremony.720p.HDTV.x264-ORENJi[www.Anim*****.net]  Torrent Downloads By Country)

Found On: Aug 11, 2008 3:08:36 PM

Last Activity: Aug 12, 2008 5:32:15 PM

URL: (***)

Info Hash: DF26C5279F4D903B5E99CDB3B626753********* (stars are my doing) 

Note the different tacker, hash code and found on date. This has a unique audience and demographic break down.