NBCUniversal Media LLC is significantly upping Peacock's Olympic game, with an eye toward boosting the streaming service's subscriber base.

For the upcoming Winter Games in Beijing, Peacock will offer the full gamut of the 15 athletic competitions live, as well as the opening and closing ceremonies, NBC (US)'s curated prime-time show, highlights and studio programming on its premium tiers, which retail for $4.99 per month and $9.99 per month, without ads.

That compares with Peacock's initial games gambit from the Tokyo Olympics last summer, when the service played a more supplemental role, offering live streaming of gymnastics and track and field events, and some exclusive studio fare via its free service. Coverage of basketball was offered on the pay tiers.

NBCU said it will announce at a later date its complete presentation plans, including what figures to be USA (US)'s expanded role stepping into the coverage shoes previously worn by NBCSN (US). The opening ceremony is scheduled for Feb. 4, with some competitions beginning two days earlier. The closing ceremony is set for Feb. 20.

Peacock registered its top usage during its two weeks of coverage from Tokyo as part of NBCU's record 5.5 billion streaming and digital minutes across various platforms, but NBCU did not pinpoint Peacock's contribution. Mark Lazarus, chairman of NBCU television and streaming, said that the unprecedented streaming consumption included "sharply increasing sign-ups, usage and awareness for Peacock."

NBCU executives, though, never specified the exact number of sign-ups. Moreover, the company did not disclose sign-up and monthly active user updates for Peacock during its third-quarter 2021 earnings call. Peacock, which bowed to parent Comcast Corp.'s customers in April 2020 and nationally three months later, closed the second quarter of 2021 with a 54 million sign-ups and 20 million active accounts.

In a release announcing Peacock's position in Beijing, Molly Solomon, executive producer of NBC Olympics and Paralympics, said: "We are excited to offer NBC Olympics' storytelling and complete streaming coverage of the 2022 Olympic Winter Games on Peacock. This approach provides the American audience with a dynamic, easy-to-use Olympic viewing hub where not a single moment, live or on-demand, will be missed."