M+E Connections

While live TV still accounted for a majority of Summer Olympic viewing last time around in 2021 (69 percent of overall viewing), for the 2024 Games in Paris expect that to change, with a whopping 51 percent of consumers expected to stream the event, up from 28 percent.

That’s according to new research from Vubiquity parent company Amdocs, which surveyed consumers across the US to uncover how, when, and where they plan to watch the Olympic Games this summer.

According to the findings, consumers are showing increased interest in the 2024 Games, with evolving preferences and expectations shaping the future of sports viewing.

With more interest in the Olympics this year compared to the pandemic-delayed 2021 Games (63 percent of consumers noted they are planning to an increase compared to 48 percent in 2021), consumers viewing habits have also changed, according to the data.

Thirty-four percent of Gen Z said they are excited about celebrity announcers like Snoop Dogg, Peyton Manning, Kelly Clarkson, and Jimmy Fallon. Notably, almost half of Gen Z said the opportunity to bet on events in the Olympics made them more interested in tuning in.

Twenty-six percent of Gen Z cite the cost of streaming the Olympics as their biggest concern, up from 14 percent in 2021, an 86 percent increase, according to Amdocs.

Younger viewers aren’t the only ones keeping an eye on cost when it comes to sports: 53 percent of consumers say cost is the most important factor when it comes to selecting a streaming service provider for sports viewing.

“Higher interest in this year’s Olympics is accompanied by a significant shift in viewing habits, with streaming becoming the preferred method for 51 percent of viewers, up from just 28 percent in 2021,” said Raman Abrol, GM of Amdocs and CEO of Vubiquity.

“Recognising this trend, cable providers are strategically adapting by offering bundled streaming plans that include services like Peacock, Netflix, and Apple TV at competitive prices.

“This approach not only addresses the cost concerns of over a quarter of Gen Z viewers but also ensures that consumers can access the additional features and flexibility offered by streaming services. By meeting the demand for more elastic and affordable viewing options, both consumers and providers stand to benefit from this evolving landscape.”