Streaming vs. Pay-TV: How Americans Will Watch the 2024 Summer Olympics
Higher interest in this year's Olympics is accompanied by a significant shift in viewing habits. Is traditional broadcast doomed, or is there an opportunity at play?
A recent survey commissioned by Amdocs and conducted by Dynata has revealed insights into how, when, and where 1,000 U.S. consumers plan to watch the upcoming Olympic Games this summer. The findings indicate a significant increase in interest for the 2024 Games, along with dramatic shifts in viewing preferences.
Findings include:
Streaming Takes the Lead
Streaming has become the dominant method for watching the Olympics. While live TV was the most popular choice in 2021, over half of the respondents now plan to stream the Games this summer, compared to about a quarter in 2021.
Interest in Out-of-the-Box Experiences
Younger viewers, particularly Gen Z, show interest in unique experiences such as celebrity commentators and online betting. Also, they tend to prefer a straightforward viewing experience over interactive features.
Cost Concerns
The cost of streaming major sporting events remains a significant concern. More than a quarter of Gen Z respondents cite the cost of streaming the Olympics as their biggest worry this year, an increase from 2021. Additionally, over half of all consumers consider cost the most important factor when choosing 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% of viewers, up from just 28% in 2021. Recognizing this trend, cable providers are strategically adapting by offering bundled streaming plans 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."
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