74% of Aussies plan to watch Beijing Winter Olympics on live TV, finds Toluna

Consumer insights company Toluna has published research into the 2022 Beijing Winter Olympics and the media choices of Australian viewers, finding that 74% of Australians intend to watch the games on live TV.

The research, which surveyed 1085 Australian respondents, found that a further 12% would view this year’s Olympics on catchup TV, with 8% planning to watch through live streaming, and 6% catching up on streaming services.

The findings reveal that while the flexibility of streaming services has made the games more accessible than ever, the majority of Australians (82%) still prefer to watch major sporting events on live TV. Respondents pointed to better camera angles (31%) and better commentary (26%) as the main reasons for choosing live TV coverage over streaming services, with  a further 30% of respondents choosing TV because they don’t have access to streaming services.

Unsurprisingly, live TV viewership tended to skew towards the older generations, with 82% of those over 55 choosing traditional viewing options, compared to only 62% of 18 to 34 year-olds.  Similarly, while only 3% of over 55s plan to watch the Olympics via streaming services, live stream will be the preferred choice for 14% of 18 to 34 year-olds, and 9% of 35 to 54 year-olds.

Toluna’s research also found that ski jumping and figure skating were the most anticipated events of the games, with a respective 48% and 44% of respondents looking forward to watch. Other popular events included snowboarding, bobsled, speed skating, ice dancing, alpine skiing, ice hockey and luge.



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