Broadcast rights to the 2018 Winter Olympics in some countries were already sold as part of long-term broadcast rights deals, including the Games' local rightsholder SBS, which in July 2011 had extended its rights to the Olympics through to 2024. SBS sub-licensed its rights to MBC and KBS.
On 29 June 2015, the IOC announced that Discovery Communications had acquired exclusive rights to the Olympics across all of Europe outside of Russia, from 2018 through to 2024. Discovery's pan-European Eurosport channels were promoted as the main broadcaster of the Games, but Discovery free-to-air channels such as DMAX in Spain, Kanal 5 in Sweden and TVNorge in Norway, were also involved in the overall broadcasting arrangements. Discovery was required to sub-license at least 100 hours of coverage to free-to-air broadcasters in each market; some of these agreements required certain sports to be exclusive to Eurosport and its affiliated networks. The deal did not initially cover France due to France Télévisions' rights, which run through to the 2020 Games. In the United Kingdom, Discovery held exclusive pay television rights under licence from the BBC, in return for BBC sub-licensing the free-to-air rights to the 2022 and 2024 Olympics from Discovery.
Russian state broadcaster Channel One, and sports channel Match TV, committed to covering the Games with a focus on Russian athletes. Russia was not affected by the Eurosport deal, due to a pre-existing contract held by a marketing agency which runs through to 2024.
In the United States, the Games were once again broadcast by NBCUniversal properties under a long-term contract. As U.S. Eastern Time is fourteen hours behind Pyeongchang, morning events naturally fell within traditional U.S. prime time hours (8:00 to 11:00 pm). This allowed NBC to broadcast its prime time coverage live in all U.S. time zones, rather than showing "plausibly live" delayed footage as they had in previous Olympics. As per previous Games, the ceremonies were still shown on TV via tape delay only, but NBC did, for the first time, offer live streaming of the opening ceremony online. Notably, figure skating events were deliberately scheduled for the morning in Pyeongchang to accommodate the network’s live broadcast to a peak U.S. audience in the evening.
NHK and Olympic Broadcasting Services (OBS) once again filmed portions of the Games, including 90 hours of footage of selected events and the opening ceremonies, in high-dynamic-range 8K resolution video. In South Korea, ATSC 3.0 digital terrestrial television at 4K resolution was introduced in 2017 in time for the Olympics. In the U.S., this footage was delivered in 4K by NBCUniversal parent Comcast to participating television providers, including its own Xfinity, as well as DirecTV and Dish Network. NBC's Raleigh, North Carolina affiliate WRAL-TV also held demonstration viewings as part of its ATSC 3.0 test broadcasts.
The 2018 Winter Olympics were also used to showcase 5G wireless technologies, as part of a collaboration between domestic wireless sponsor KT, and worldwide sponsor Intel. Several venues were outfitted with 5G networks to facilitate features such as live camera feeds from bobsleds, and multi-camera views from cross-country and figure skating events. These were offered as part of public demonstrations coordinated by KT and Intel.