As we cruise toward the final days of the 2012 London Olympics, we are starting to get some interesting data about what is capturing the interest of viewers as well as who will leave London as the stars of the games.

This will be known as the digital Olympics. More than 102 million video streams have been viewed on, already surpassing the 2008 Beijing Games, and we still have four days of action to go.

Gymnast Gabby Douglas has become a true star at the games. According to NBC, she crushed swimmer and all-time Olympic superstar Michael Phelps. Douglas got a whopping 18.27 million hits to Phelps' 7.04 million on, making her the most-clicked athlete.

Douglas' teammates joined her in filling out the most-clicked athlete list, with McKayla Maroney, Jordyn Wieber and Aly Raisman filling slots three through five. Beach volleyball star Misty May-Treanor, swimmer Missy Franklin, sprinter Usain Bolt, swimmer Ryan Lochte and tennis star Serena Williams rounded out the top 10.

The U.S. women's gymnastics team's victory was the most-watched online event of the games, followed by Bolt's win in the 100-meter dash. In third was Phelps' victory in the 200-meter individual medley.

Coming in fourth was Gabby Douglas' gold in the women's all-around, and placing fifth was the men's gymnastics team gold-medal final. All five events surpassed 1 million streams on

This also has become the tablet and smartphone Olympics. To date, 7.6 million mobile devices have been used to view the games. Clearly, the second-screen concept -- that viewers would consume Olympic content not just on television -- has been confirmed.

In sheer content, there has been another record. has surpassed 1 billion page views and 1.1 billion across its computer and mobile platforms, including the two NBC Olympics apps: NBC Olympics Live Extra and NBC Olympics.

When it comes to the 2012 London Games, we just can't seem to get enough content. Online or on television, it remains a huge media success.

Examiner columnist Jim Williams is a seven-time Emmy Award-winning TV producer, director and writer. Check out his blog, Watch this!, on