The Evolution and Fragmentation of Olympic Media Consumption and Its Impact on the Entertainment Value of the 2018 Winter Olympics

Abstract

This fragmentation of Olympic media is a fascinating trend to explore on an international level to examine if there are similarities in how citizens of different countries consume Winter Olympic media. Another curiosity is the amount of entertainment value different media platforms add to the experience of the Winter Olympics. Using an international sample of 2,245 participants across six countries, a survey was conducted to explore the differences in media consumption during the 2018 Winter Olympics among citizens in six countries, as well as what media consumption habits predict one’s perception of the entertainment value of the 2018 Winter Olympics. Results showed that while participants are adopting more digitally based means to consume Olympic media, television and print media were the strongest predictors of entertainment value.

Keywords:

• 2018 Winter Olympics
• Entertainment
• Media Consumption
• Survey

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the International Olympic Committee [n/a].