Why watch the Olympics? Top reasons for viewership across 17 international markets
June 17th, 2024, Lesley Simeon

Why watch the Olympics? Top reasons for viewership across 17 international markets

The allure of the Olympics transcends borders and cultures, drawing in many viewers for a multitude of reasons. Some perhaps follow the games for the thrill and excitement of the event, while some may be tuning in just to continue their family Olympic-viewing tradition.

A recent YouGov survey asked consumers across 17 international markets why exactly they watch the Olympics. More than half of all consumers who watch the games (52%) say they do so, understandably, to enjoy the spectacle and excitement of the event. Further, 46% of them tune in to support their country’s athletes and for national pride and a similar proportion (45%) like to watch the games to witness participating athletes’ feats and performances.

More than a quarter of consumers (26%) who watch the games are trying to evade the feeling of missing out – they watch the event to feel a part of the spectacle.

National pride motivates 35-to-44-year-olds the most (48%) compared to other age groups, while respondents aged 55 years and above (53%), who watch the Olympics, are most likely to do so to witness athletic performances and enjoy the spectacle of the event (58%).

Olympic Viewership: A Market-by-Market Breakdown

Indonesians are the most likely to watch the Olympics to support their country’s athletes (64%), followed by Indians (55%). Notably, athletes from Indonesia won five medals at Tokyo 2020, while those from India won seven.

Three in five Swedes (60%) to see how the participating athletes perform, so do more than half of all Americans (56%) and Danes (55%) who watch the Olympics.

For equal proportions of Mexicans (61%) and Spanish (61%) it’s the excitement and spectacle of the event that draws them to watch the Olympics, while 60% of Hong Kongers, they watch the game for a sense of being part of a global event.

Enjoying the spectacle of the games is a leading motivator within a number of markets surveyed - Great Britain (57%), Singapore (54%) and the UAE (48%) for instance.

In Great Britain, people are more likely to tune in to enjoy the spectacle of the games.

More than two in five Hong Kongers (42%) also watch the event because their friends and family watch it. UAE follows at a distant 23% to watch the event for the same reason.

Explore our living data - for free

Discover more sports content  here

Want to run your own research? Run a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 26 million+ members. Speak with us today.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 423 and 1346 for each market. All surveys were conducted online in March 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

Photo by Anthony 🙂 on Pexels