How are you watching the Games?
An estimated 85% of Olympic viewers with online access will use their smartphone or tablet as a second screen to view the games.1
How many will watch the Summer Games on traditional TV in 2021?
In 2016, Nielsen ratings showed U.S. television viewership of the Summer Games dropped 32% from 40.65 million watching the opening ceremony in the 2012 London Games to 27.26 million for Rio.
Daily U.S. television viewership dropped from approximately 33 million at the 2012 Games to 27.9 million for the 2016 Games.
“While viewership numbers in other regions weren’t immediately available, U.S. data reflect a global push away from television sets as millions of consumers embrace smartphones and tablets, analysts say. This is especially true for millennials, commonly defined as those aged between 16 to 35 years old.”2
Speaking of millennials, Statista reported that 91% of millennials said they used a second screen while watching TV.3
Ahead of the Rio Games, not many were expected to watch via OTT. A year prior, a survey reported that only 5.5% of consumers said they would watch the Games through a live stream with over 60% reporting they would watch via traditional TV.
But in the first ten days, more than 33 million hours of online viewership of the Games was recorded.
As people continue to change how and where they consume media, it is important for advertisers to understand how and where to reach them most effectively.
Learn more about OTT with our guide to OTT ad buying. You’ll learn what it is, where your ads run, what creative formats are preferred, and Majority Strategies’ programmatic solution incorporates OTT devices into our ad buying.
Read more before you go:
OTT Clicks: OTT is expected to reach more than 70% of all Americans each month this year.
What Are You Watching?: Tips for creating professional videos for YouTube, Facebook, Instagram, and other social platforms.
What Are You Looking for?: What SEM can do for you.