Can the Olympic torch keep the flame of live TV alive?
In today's evolving media landscape, traditional TV shows and moments are fading. Can Paris 2024 keep the power of TV alive? We Are Social CEO Suzie Shaw explores.
The days of universally cherished television moments are fading into the annals of nostalgia. Most of us remember when everyone knew the latest catchphrase from their favourite sitcom or could hum along to the jingle of a popular ad. But those shared cultural touchstones are becoming increasingly rare in today’s fragmented media landscape. In fact, today, these cultural moments are more likely to spring from a trending sound on TikTok than TV.
The truth is, as humans, we thrive on collective experiences. Whether it’s the camaraderie of attending a live event, the shared laughter of a comedy show, or the collective gasp at a plot twist in a beloved drama, there’s something uniquely powerful about knowing that millions of others are sharing the same moment with us. It’s a sense of connection that transcends individual enjoyment and taps into a deeper, more primal need for communal bonds.
As the proliferation of streaming services and on-demand content continues to fragment our viewing habits, those collective experiences have become increasingly elusive. With hundreds of scripted shows vying for our attention and audiences dispersing across a myriad of platforms, the once-universal watercooler moments have become few and far between. Today, there are simply so many shows, that it’s very possible no one else we know will have seen the one we’re watching, diminishing the opportunity for conversation and connection. In 2009, there were 210 scripted shows on US television. By 2022, there were 600.
Consider the decline in TV viewership numbers for traditional television events. At its peak, I Love Lucy (1950s), was watched by an incredible 67% of Americans, whereas today’s top-rated US show – Big Bang Theory – gets just an 11% share. In fact, We Are Social’s recent Digital 2024 Australia report shows the average time spent watching television, including both broadcast and streaming services, currently stands at 3 hours and 17 minutes – a 15% decrease year-on-year, equivalent to a reduction of 35 minutes in daily viewing time. Even the broadcast of this year’s Oscars only attracted a modest 19.5 million viewers in the US, despite 2023 being a blockbuster year for film and a live performance from Hollywood heartthrob, Ryan Gosling.
The Big Bang Theory
Soap operas, once the cornerstone of evening television, have seen their audiences diminish in the face of changing viewing habits. The days of a single show capturing the zeitgeist are waning and largely only occur for multi-million dollar series, supported by heavy marketing – and even then, the watercooler conversation spikes and dwindles quickly as audiences binge and move on.
Except for one notable exception: live sports. In an age where appointment viewing is increasingly rare, sports events stand as the last bankable bastion of mass communal consumption. Whether it’s the Super Bowl, the FIFA World Cup, the Euros, the Olympics or even Friday night football, sport possesses a unique ability to unite disparate audiences in a shared experience.
The numbers speak for themselves. Of the most-watched television broadcasts in the United States, the overwhelming majority are sports events, with the Super Bowl reigning supreme. According to Nielsen, approximately 123.4 million people watched the Chiefs defeat the 49ers in Las Vegas in February, making the telecast second only to the moon landing in 1969.
Travis Kelce playing in the 2024 Super Bowl this past February
Similarly in Australia, over the past 10 years, the most watched broadcasts were sports-related (AFL grand finals, Cricket World Cup final, State of Origin, etc), whereas in years gone by, reality TV took the crown. Of course, last year’s FIFA Women’s World Cup generated the largest TV viewing figures ever seen, for any programme in Australia. And the Matildas are not just drawing a broadcast crowd – they’ve played their last 14 games in front of sold-out stadiums. It’s no wonder that advertisers are willing to shell out millions for sports broadcasts and sponsorships – they recognise the unparalleled opportunity to reach a captive and engaged audience.
Even Netflix is getting in on live sports, with the recent announcement that Jake Paul and Mike Tyson will climb into the ring for a fight to be broadcast live on the platform and Disney are in the final throws of doing a deal with Fox Sports to stream sport.
The cultural significance of sports events transcends mere commercial interests. It’s about the shared rituals, the communal celebrations, and the collective narratives that unfold with each game, match, or race. In a world where our attention is increasingly fragmented, sports offer a rare moment of unity.
And social media is the crucial enabler that seamlessly facilitates collective participation. It’s the surround sound to the event that ensures these simultaneous viewing experiences are now more immersive and significant than ever. A simple hashtag enables us to meaningfully connect to the millions of people who have a shared passion for an athlete, team or sport. Or even to the athletes themselves.
As we look ahead to the upcoming Olympics in Paris, it’s worth celebrating the enduring power of live sport to bring us together. In an era defined by division and disconnection, the Olympics remind us of our shared humanity, and the universal appeal of sporting competition.
So while linear TV may continue to decline, let’s not forget the enduring heartbeat that pulses through live sport, especially here in Australia. Who knows, perhaps decent viewing figures from the event will bring some much-needed solace to the Nine network, given the tumultuous time it’s been going through. Here’s to the unifying power of sport.
Suzie Shaw is the CEO of We Are Social.
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