Television wins Olympic viewing

New research shows that 61 percent of Kiwis plan to watch the Beijing Winter Olympics this year on live TV.

A study by leading consumer insights provider Toluna about the 2022 Winter Olympics and media choices has highlighted some interesting findings. The survey questioned 519 New Zealand respondents. 

Nothing beats traditional television  

With the 2022 Beijing Winter Olympics around the corner, Toluna asked New Zealanders how they were planning to watch the games this year.

Live TV took out gold, with 61 percent of Kiwis planning to watch the games on live on TV this year. 21 percent said they’d watch the games via catch up TV, 8 percent via live streaming, and 10 percent via catch up streaming services.

Across the board, 83 percent of respondents said live television is their preferred way of watching major sporting events like the Olympics.

Respondents prefer live TV for sport because it offers better camera angles (30 percent) and better commentary (17 percent) than streaming alternatives. 38 percent of respondents choose to watch events like the Olympics on TV because they don’t have access to live streaming options, and 16 percent simply don’t like streaming services.

Unsurprisingly, older generations were more likely to watch the Olympics on live TV, with 94 percent of over 55s choosing traditional viewing options vs. only 66 percent of 18-34 year-olds.

Sports on-the-go 

Amongst the 17 percent of respondents who prefer to watch sports via streaming services, for over half of these (59 percent) it’s thanks to the flexibility of being able to watch the games anywhere, across any device.

One in five (21 percent) respondents who prefer to watch sports via live stream, said it’s because they don’t own, or have access to, a traditional TV.

Younger generations are more likely to live stream the games. Only 6 percent of over 55s will watch the Olympics via live streaming vs. 34 percent of 18-34 year-olds and 24 percent of 35-54 year-olds.

Most anticipated events 

Figure skating is the most anticipated event at this year’s winter Olympics amongst Kiwis, with 48 percent of respondents looking forward to watching this event. This is closely followed by ski jumping and snowboarding, with 44 percent of respondents looking forward to watching both of these events this year.

The least popular event this year is Nordic Combined, with only 9 percent of Kiwis looking forward to watching this event, closely followed by skeleton (11 percent) and biathlon (14 percent). 

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