CTV Report
68% of Americans Are Tuning In to the 2024 Olympics
by Frankie Karrer2 min read
Abstract
- Over two-thirds (68%) of U.S. adults are planning to catch some Olympic action, marking a significant jump compared to recent Games. This year’s audience is poised to be not only more enthusiastic, but also more diverse.
- Millennials are the most excited age group for the Olympics (74%), followed by Gen X (71%) and Gen Z (68%). Boomers, at 62%, seem less enthralled by the Games this year.
- Younger generations favor streaming platforms like Peacock.
- A dedicated 31% of Olympics viewers plan to tune in every single day.
The 2024 Paris Summer Olympics are in full swing. But before the games officially got started, there were questions on how audiences would be tuning in to this highly anticipated event. A report from ThinkNow reveals that 68% of Americans had plans to watch the Olympics, a big leap in interest as compared to previous years. Of those viewers, 31% had plans to watch the games every day, while 25% would just be watching when their favorite events were happening. In terms of age groups, Millennials lead the charge with 74% expressing interest, followed by Gen X at 71%, Gen Z at 68%, and Baby Boomers at 62%. And while traditional network TV, such as NBC, is still preferred by 45% of viewers, streaming platforms like Peacock are favored by 42% of viewers, especially among younger generations.
But it’s not just about how and where viewers are watching — it’s also with whom. The Olympics are more than a series of events — they’re a chance for people to come together, whether that’s in front of a TV or sharing highlights on social media. Almost half (45%) of respondents said they feel proud when watching the U.S. athletes compete, and 31% of viewers see it as a family bonding experience. This sense of unity is a unique opportunity for advertisers looking to tap into this enthusiastic audience — especially with 28% of Gen Z saying they’re eager to share their favorite moments from the games online.
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