NBC is taking heat for not streaming the Olympics opening ceremony online, instead holding it for the network's telecast Friday.

Several complaints were posted on Twitter about NBC's decision. One popular sports website, Deadspin, posted a link to the BBC's stream of the ceremony on Friday, urging fans to watch it to send a message to NBC.

NBC spokesman Christopher McCloskey said it was never the intention to stream the ceremony. He said it was a complex entertainment spectacle that does not translate well online because it requires context.

Four years ago NBC similarly didn't stream the Beijing ceremony. It drew a heavy buzz and was watched by nearly 35 million people that night.