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How Aussies will watch the Winter Olympics
SportsLivestreamingTV & Connected TV audiences
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.
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%).
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来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。