"With shocking upsets, unexpected exits, a 16-hour time difference and a thicket of broadcast, cable and streaming options, the most tumultuous Olympics in years are starting to catch up with the NBC stable of networks, which hold the lucrative U.S. television rights to the two-week event," says the Los Angeles Times' Matt Brennan, Greg Braxton and Tracy Brown. "For me, figuring out how to watch the Olympics has felt like an Olympic-caliber obstacle course because I’ve been trying to catch the events I care about live before I get a news alert or see results trending on Twitter," says Brown. "This has meant figuring out, as has been mentioned, the various broadcast and livestream schedules — all while running on very little sleep. Even then, there’s no way to stay on top of everything, so I also am strategic about choosing what to watch when." Brennan, the Times' TV editor, adds: "Ultimately, my disappointment is not in the competition itself, but in the sense that the Olympic television I grew up on has not grown up with me. In my job I often say that people don’t watch TV the way they used to, so we can’t cover TV the way we used to — and NBC has unfortunately failed to reinvent the model developed in Sydney, Athens and Beijing for an ecosystem now dominated by streaming platforms and social media. All of the struggles you’ve enumerated above and others cited to me by our Times colleagues, are symptoms of this problem: live coverage bouncing between networks, the lack of timely on-demand replays, Peacock’s unintuitive design. Even the tradition of focusing the lion’s share of promotional attention on a handful of name-brand American stars like (Simone) Biles seems parochial in a climate of global fame and increased sensitivity to the pressures on elite athletes. I don’t envy the decision-makers at NBC, who are faced with broadcasting a highly complex, real-time sporting event to a notoriously fickle audience. Certainly, no one could have predicted what the media landscape would look like today when the network became the Summer and Winter Olympics’ exclusive U.S. home starting in 2000, or even when NBC and the IOC signed their last contract extension, through 2032, seven years ago. But it’s hard not to think that the Tokyo Games are shaping up to be NBC’s worst nightmare: evidence that one of TV’s most lucrative events won’t transition smoothly into the medium’s streaming age."