Talk about platform diving: Olympics viewers are plunging into online viewing and the second screen experience as never before, earning NBCOlymics.com more than 1 billion page views across computer, mobile and tablet platforms.
With six days remaining, the 1.1 billion page view total is closing in on the 1.2 billion views for the entire 2008 Beijing Olympics, NBC said Monday.
With 18.27 views, Gabby Douglas is the most-clicked athlete, surpassing 7.04 million clicks for Michael Phelps.
The total number of video streams stands at more than 102.6 million, surpassing the 75.5 million total streams for Beijing. Live video streams hit 45 million, more than triple the total for Beijing.
One reason for the site's popularity: It allows viewers to watch events in real time, rather than waiting until prime time for highlights.
Visitors are spending more than 27 minutes per visit to the site, 118 percent more time than they did for Beijing.