How Aussies will watch the Winter Olympics

When it comes to watching the Beijing Winter Olympics, the great majority of Australians will be viewing events live on TV, with other options trailing a long way behind.

That’s according to a survey of 1,085 respondents by consumer insights provider Toluna, reported in B&T, which found that 74% intend to watch their preferred events on live TV, with 12% watching on catch-up TV, 8% live streaming, and 6% on catch-up streaming services.

Why it matters

The figures reinforce the understanding that live TV is the go-to device for major sporting events. Respondents also said that live TV offers better camera angles (31% ) and better commentary (26%) than streaming alternatives. 

Research findings

• Generational differences: 84% of over 55s choose traditional viewing options compared to 62% of 18-34 year-olds. Only 3% of over 55s will watch the Olympics via live streaming versus 14% of 18-34 year-olds and 9% of 35-54 year-olds. 
• Access issues: almost a third watch events like the Olympics on TV because they don’t have access to live streaming options. Conversely, 6% of those preferring to watch via live stream, don’t own, or have access to, a traditional TV.
• Most anticipated events: Aussies are most interested in ski-jumping (48%), figure skating (44%), snowboarding and bobsled (39%) and speed skating (37%).

Sourced from B&T [Image: CGTN]