June 22, 2021
With NBCUniversal promising more than 7,000 hours of broadcast and streaming coverage from the Tokyo Olympics July 23 to Aug. 8, new data from Amdocs found that many viewers will consume the games via over-the-top video distribution.
According to data from a May online survey of 1,000 respondents, 48% said they are going to watch the Olympics, and nearly one-third (28%) are planning to watch via streaming services.
Indeed, 43% are planning to watch via live cable, but social media (16%) and on-demand services (15%) are also popular options; 48% would pay more to get every event on-demand.
Consumers are starting to lean on sporting events to bring back the social aspect of their viewing experience, according to the report. More than one-third (37%) of respondents said they feel comfortable going to a bar to watch the Olympics, and 35% said they are planning to watch the games with friends and family.
While some aren’t comfortable with in-person events (36%), they still yearn for the social component, with 18% interested in virtual viewing parties and 14% interested in Olympics-themed online gaming through Twitch. Many consumers are maintaining habits developed during the height of the pandemic, with 15% planning to watch via on-demand services, and an additional 16% planning to watch via social media channels.
Interestingly, 46% said would pay more for 5G services to improve their wireless connectivity during the games; and 17% said they would invest in a service that has improved cross-device capabilities.
Among the Olympic sports events most in demand, respondents are excited to watch gymnastics (46%), swimming (43%), and the opening/closing ceremonies (40%).