I think that has been the case for a long time. When I was growing up, I was under the mistaken impression that NBC (or whichever network was doing the coverage) hosted the Olympics and everything revolved around the U.S. athletes.
I remember watching the Olympics as a kid in the '60s and '70s. Minimal intrusion by the sportscasters and they showed everyone who competed. Not just the US athletes and a few elite foreigners.
I always thought the NBC coverage should called the "US Olympic coverage *"
* 'and a few people from unimportant countries'