Ben Rubin

Comcast's NBCUniversal extended its deal to broadcast the Olympic Games through 2032, paying $7.75 billion for an additional 12 years of US broadcast rights, the International Olympic Committee said.

Comcast will pay $7.65 billion for the broadcast rights across all media platforms -- including free-to-air and subscription television, Internet and mobile -- from 2021 to 2032, plus an additional signing bonus of $100 million.

NBC has broadcast every summer Olympics since 1988, making it one of the network's signature franchises. By 2032, NBCU will have covered a total of 23 editions of the Olympic Games, since its first Games broadcast in Tokyo in 1964, the IOC said.

Amazon.com said video streams on its Prime Instant Video service nearly tripled year-over-year, helped along by the company's heavy spending on original shows and new content.

"We've invested hundreds of millions of dollars in great TV shows and movies for Prime members and it's working," said Bill Carr, vice president of digital video and music for Amazon.

The announcement comes about a week after Amazon unveiled a $99 set-top box, called Fire TV, for streaming video and games, which should allow the company to reduce its dependence on other hardware manufacturers such as Roku to deliver its streaming-video service to televisions.