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In July, broadcast recaptured television viewers, growing a percentage point thanks to high-profile sporting events coupled with the opening weekend of the Olympics, Nielsen noted in its latest report.

At the end of the quarter, the company had 17 million paying subscribers, but since the end of June, Discovery’s direct-to-consumer streaming services attracted another one million more, thanks to the Tokyo 2020 Olympic Games.

The long-anticipated, delayed event amassed a total of 15.5 million average throughout its 17-day ordeal. Despite representing declines since the network's similar broadcasting in Rio in 2016, this year's competition received the largest-ever digital viewership rate, as well as a spike in ad sales.

Details have not been disclosed, but sources project the e-commerce giant of having offered to pay 50 billion won to three terrestrial broadcasters, almost to cover 70 billion won they had paid to the Tokyo Olympics Committee to broadcast the summer games.

US TV ad revenues reached $17 billion as 2020 came to an end. TV advertising revenues are projected to increase by 11% to $52.3 billion this year as a result of events expected to drive a surge in the market, such as the Summer Olympics and vaccine distributions.