June 17th, 2024, Lesley Simeon
Every four years, the world gathers its breath in anticipation for its quadrennial dose of sports history-defining moments. This year, as the Olympics arrive at Paris, an earlier piece looked at why people watch the games. Here, we discuss how they plan on following the event.
Among consumers who plan to follow the Paris 2024 Olympics, most (66%) will tune into TV broadcasts to keep up with the games. More than a third of them (34%) will opt for social media updates and online streaming (34%).
Less than one in ten (6%) respondents plan on catching the action live - at Paris, at an Olympic venue. Paris would be overwhelmed if all those turned up.
YouGov’s demographic data reveals that similar proportions of men and women who intend to follow the Olympics this year will do so via TV broadcasts and social media updates. But men are more likely than women (38% vs. 29%) to stream the games online. They are also more likely (31% vs. 27%) to read Olympics coverage on news sites and newspapers, and watch broadcasts at venue like sports bars (15% vs. 11%).
Global village, local screens: plans to follow Paris 2024, by market
Danes (74%) and Brits (74%) are most likely across markets to follow the Olympics through TV broadcasts. Within Asia, Hong Kongers (72%) are the most likely to do the same.
In the US, Americans are most likely to follow the games through TV broadcasts (62%) followed by online streaming (32%).
As for reading coverage on news sites and newspapers, Hong Kongers (42%) and Singaporeans (41%) lead overall, while Danes (32%) lead in Europe.
More than half of all Indonesians (51%) plan on following the Olympics by streaming the games online, followed by respondents in the UAE (49%) and India (47%).
Indians account for the largest proportion of those across markets (55%) who’ll take to social media updates on the games, followed by Indonesians (49%).
A little over a quarter of all respondents in the UAE (26%) will head to venues broadcasting the games and equal proportions of people in Hong Kong (11%), India (11%) and the UAE (11%) plan to catch the games live. Interestingly, 7% of French will watch the games live at an Olympics venue as well.
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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 424 and 1317 for each market. All surveys were conducted online in January 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 Frans van Heerden on Pexels