The Future of Olympic Games Media Consumption · 2019-03-25 · the Rio 2016 on any media platform...

The Future of Olympic Games Media Consumption

Produced in association with Budapest 2024

Published March 2017© 2017 SportBusiness Group

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Foreword from Budapest 2024 2

Additional information 4

Executive summary 5

1. The Olympic Games fan base 7

2. Media consumption of the Olympic Games 15

3. Social media consumption of the Olympic Games 23

4. New technology opportunities 31

Advisory board biographies 40

Contents

2

AdditionAl informAtion

Foreword from Budapest 2024

Budapest was energised by the modernising spirit that brought Agenda 2020 to life. This was a spirit of change, and change in this context means ensuring that the Games remain meaningful to the youth of the world and to the next generation of young people who are, in truth, what Olympic sport should really be about.

This means better understanding of the ever-evolving landscapes and lives of young people in how they experience and consume sport and entertainment in the digital world, and the platforms they prefer to use most.

The dramatic globalisation of sport in recent

In an ever-changing world where technology and the means to engage with audiences is advancing exponentially and the number of platforms which younger generations use to interact with the world is becoming increasingly fragmented, there is a need to understand how future generations will continue to engage with the Olympic Games and the wider world of sport.

decades has been driven in fundamental ways by the expansion of the Olympic Movement and the rapidly-evolving media industry, which has been the catalyst for greater interest, participation, finance and organisation of sport, especially elite sport.

New digital applications along with greatly expanding social media, new online video platforms and enhanced traditional broadcasting networks have taken the Olympic Games to the largest audiences ever as the world’s most popular and sought-after event to attend.

While technology per se is not the panacea

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to ensure the Games remain relevant for future generations, it is a significant part of the solution. Content-rich experiences need to become ever more prevalent and intrinsic in the lives of young people who choose sport.

Advances in interactive and immersive media are poised to bring the Olympic experience ever closer to the fields of play and to young people.

Understanding how young people will consume and choose from the ever-expanding digital universe will be crucial for the international federations, NOCs, sports governing bodies, schools, community groups and others in growing sport and making sport relevant in the lives of young people.

The city of Budapest recognised this and only recently delivered a bold new vision of Olympic sport through the launch of a mobile roaming digital sport exhibition called ‘The Champion’ – a virtual reality experience that transports each person onto the field of play to understand how it feels to take part in elite sport.

To complement this work, this report will help to deliver a better understanding of how the

world of sport can provide more relevant spectator experiences to younger generations. In particular, how new technologies can offer more immersive and connected experiences to younger audiences within the Olympic context – both now and in the future.

Access to the Games, whether in person as an athlete, spectator, or volunteer or remotely via immersive/virtual reality experiences, would make future Olympic spectacles truly global, crossing all boundaries and borders.

Understanding how the Games can connect with young people and in turn how they engage with the Games will play a significant role in increasing the future fan base and consumption of the Olympic Games, as this report makes clear.

The vision of taking a mid-size city and creating a festival and sporting capital to deliver a new Games experience and form of cultural exchange, based around sport, is a sound one.

That exchange includes an understanding that future generations will interact with global events in different ways and on different platforms. This body of work will be an important contributory factor to that understanding.

“Safeguarding the uniqueness and relevance of the Olympic Games in an ever-changing world” summarises the current challenge while pointing to possible solutions, which are explored in the following pages.

In the rapidly-changing global environment, it is vital that we hold fast to what the Olympic Games are really about – outstanding sport that inspires and celebrates human achievement – bringing us together, and putting the people, particularly the young, at the heart of what we do.

We hope the contents of this report will contribute to a greater understanding and discussion of how the new media technologies are fundamental to democratising the Olympic Games, showing how the inspiration of the Games and the power of sport can be more accessible and more relevant to more young people than ever before.

4

AdditionAl informAtion

Survey methodologyThe survey was conducted online between December 2016 and January 2017 and was a national representative sample of 1,000 or more adults per country aged over 18.

The research covered 13 major sports markets: Australia, Brazil, China, France, Germany, Great Britain, India, Italy, Japan, Russia, South Africa, Spain and the US.

Average data across the 13 countries: The analysis of the figures occasionally incorporates average data across the 13 markets to highlight trends. These are un-weighted averages of the results of all countries (i.e. they do not take into account the relative population sizes of the countries – for example, China has an equal weighting to Australia).

Additional information

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For more information, go to www.sportbusiness.com/sportbusiness-international

5

interested in the Olympic Games in 12 of the 13 markets.

There is also mass agreement among both the adult population and 18-24-year-olds that the Olympics is one of the world’s most exciting sports events and that Olympic athletes are inspirational.

On average, three-quarters of 18-24-year-olds who have any interest in the Olympics and followed the Rio 2016 on any media platform across the 13 countries agreed that the Olympic Games is one of the world’s most exciting sports events. The 18-24 age group outscored the total population in five countries (Australia, Great Britain, Italy, Japan and the US). Similarly, on average, 75 per cent of 18-24-year-olds who have any interest in the Olympics and followed the Rio 2016 on any media platform find Olympic athletes inspirational, compared to an average of 74 per cent of the adult population across the 13 countries.

While conventional TV dominated media consumption of Rio 2016, there was also widespread use of smartphones to follow the Games, particularly by the young. Use of smartphones to consume Rio 2016 coverage was substantially higher among 18-24-year-olds than the overall adult population in 12 of the 13 countries. On average, 43 per cent of the 18-24 age group in the 13 markets followed Rio 2016 on smartphones, compared to 30 per cent of the overall 18+ population.

TV coverage of Rio 2016 was widely regarded as interesting and compelling across the world. On average 75 per cent of the adult population who have any interest in the Olympics and followed the Rio 2016 on any media platform

Technological advances provide the means to engage with consumers through platforms and content which are relevant to them, delivering enhancements to traditional broadcasting outputs and bringing in a plethora of new media experiences, a combination that has appeal for both passive and interactive users.

Both enhanced and new technologies provide opportunities to reach younger generations with content-rich experiences on the platforms they use. At the same time, emerging technologies, such as virtual reality (VR) and headset-based augmented reality (AR), can offer more immersive and connected experiences within the Olympic context.

This report details the global Olympic fan base and media consumption of the Rio 2016 Olympic Games, and assesses the potential for the future through enhanced existing platforms and the new, developing technologies. Incorporated are the conclusions of surveys across 13 leading global markets, together with analysis and insight from six leading sports industry experts.

Engagement with younger age groups is core to sustaining the future fan base and consumption of the Games. This report assess both the 18-24-year-olds and the overall 18+ population.

The Olympic Games is in robust health, with substantial levels of interest across the world. Over half the adult population in all 13 markets are interested, very interested or passionately interested in the Olympic Games.

Similarly, over 50 per cent of the 18-24 age group are interested, very interested or passionately

Executive summary The Olympic Games has long been at the forefront of developments in sports media technology, delivering ever-improving experiences on existing mainstream media while also embracing emerging platforms.

6

ExEcutivE summAry

and by a differential of over 10 percentage points in nine countries.

In seven markets the official Olympic Games broadcaster was the most-enjoyed category provider of Rio 2016 social media content for adults using social media to follow the Games. In contrast, 18-24-year-old social media users have a greater affinity with the athlete social media accounts than the general adult population. Athlete accounts were the most-enjoyed or joint most enjoyed content by 18-24-year-olds in seven countries.

While there is widespread interest in using both virtual reality and augmented reality to watch the Olympics, there is also considerable negativity among the public to wearing the goggles or glasses required to do so. Fifty per cent or more of the adult population in eight countries agreed or strongly agreed that they would like to use both VR and AR to watch the Olympics.

The level of interest in both VR and AR generally outweighs the negativity towards the headsets, but a higher proportion of the adult population rejects the idea of wearing VR and AR devices, regardless of the benefits, in four (VR) and five (AR) countries respectively.

There is more interest in using VR to watch the Olympics than AR across the world. VR attracts more interest than AR in both the adult population and in 18-24-year-olds in 12 and 11 of the markets respectively, and has equal interest in the others.

Central to the success of VR and AR will be delivering a sufficiently improved and unique experience to offset the feeling of discomfort and social isolation engendered by wearing the headsets. At the same time, the technologies will have to compete against an exceptionally high quality, established and well-regarded 2D TV Olympic sport experience, which itself is being enhanced by the advent of improved technologies, such as ultra HD, supported by user-friendly interactive digital and second-screen services.

of the 13 markets ‘agreed’ or ‘strongly agreed’ with the statement, with the lowest level of approval in Germany at 62 per cent. Digital and social media coverage of the Rio 2016 Olympic Games was also highly regarded, albeit at a lower level than TV coverage in general, with an average of 59 per cent of the adults who have any interest in the Olympics and followed the Rio 2016 on any media platform across the 13 markets finding it interesting.

The Olympic viewing experience continues to be enhanced by upgrades in broadcast technology, such as ultra HD, while live streaming will enable a wide range of enhanced digital services to be available. This will have a natural appeal to the more technology-hungry younger demographic, who are also used to and desire an interactive lean-forward experience, rather than passive viewing. Similarly, the use of second screens synchronised to the action as it happens on the main TV broadcast (i.e. no time delay) will allow viewers to access a range of services without leaving the main screen.

These technologies have a natural fit with the Olympics, given the large number of simultaneous content available, allowing more choice of viewing and data within events, alerts on and instant access to other events of interest to the viewer, and a range of other services.

Social media is firmly established as part of Olympic media consumption, garnering widespread use across the world. The format is inherently attractive, as it is delivered via devices which are always with the user and via platforms which are already extensively used, in particular by younger age groups.

Of the social media platforms used by both the general adult population and by 18-24-year-olds following the Rio 2016 Games on any media platform, Facebook was the most-used in 11 and 10 countries respectively. In general, use of social media sites by the 18-24 age group was substantially higher than for the general adult population. For example, Facebook was used more by the young than adults to follow Rio 2016 in 11 of the markets

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Overview

Over half the adult population in all 13 markets surveyed are interested, very interested or passionately interested (total interest) in the Olympic Games.

There is large interest across all age groups, but it is highest on average among 25-34-year-olds. This age group has the largest proportion of passionate fans in six countries and the most or joint most very interested fans in seven.

There is widespread engagement by 18-24-year-olds, with over 50 per cent interested, very interested or passionately interested in the Olympic Games in 12 of the 13 markets.

On average across the 13 markets, three quarters of the 18-24 age group who have any interest in the Olympics and followed Rio 2016 on any media platform agree that the Olympics is one of the world’s most exciting sports events and that Olympic athletes are inspirational.

Women have a more positive view of the Olympics than men. On average more women who have any interest in the Olympics and followed Rio 2016 on any media platform agreed that the Olympic Games is one of the world’s most exciting sports events and that Olympic athletes are inspirational overall, while a higher proportion of men watched less coverage due to doping scandals.

7

1. The Olympic Gamesfan base

8

1. thE olympic GAmEs fAn bAsE

Following of the Olympic Games by adult population (%)

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

Interested

Very interested

Passionate

Passionate – I closely follow the Olympic Games and would attend if held in my country. Very interested – I closely follow the Olympic Games but would not attend if held in my country. Interested – I loosely follow the Olympic Games and only get interested in a handful of major events.

12%

30%

23%

13%10%

7%

25%

23%

7%

17%

20%19% 23%

22% 23%37%

23%25%

18%

34% 29%

21%

26%

17% 17%

24%

29% 30% 27% 27% 30% 28% 26% 27% 25%

36% 34% 33%

23%

The fan base is also considerable across all age groups. The greatest interest, on average, is among the 25-34-year-old age group. Not only does this group have the highest total interest, but they also have the largest percentage of both passionate and very interested fans. Definitions for passionate, very interested and interested in the Olympics are included with the chart below. The 25-34 age group are the most passionate fans in six countries and most or joint most very interested in seven markets. The highest proportion of any age group. This age

group also has the highest or joint highest level of total interest in six countries.

Interest among 18-24-year-olds, though less, is also still sizeable in absolute terms. Over 50 per cent of the age group is interested, very interested or passionately interested in the Olympic Games in 12 of the 13 markets. The 18-24 age group has the largest passionate interest in four countries – Australia, Germany, Great Britain and Spain – and are more passionate than the overall adult population in a further five markets.

The overall fan base of the Olympic Games is exceptional across the world. More than half the adult populations of all 13 countries surveyed are interested, very interested or passionately interested in the Olympic Games.

9

Anyone in their late 20s today would have grown up with television, but the younger generation is growing up watching on iPads and smartphones, so it becomes how you tell a story and how it is consumed.

In contrast, the older age groups, 45-54 and 55+, have the largest proportions of interested fans in 10 of the 13 markets, indicating that these groups retain interest in the Olympic Games, albeit at a lower level.

There are significant variations between the 13 markets. Tokyo 2020 Olympic Games host country Japan is unusual in that the highest level of total interest is in the 55+ age group, at 59 per cent, followed by 18-24-year-olds (55 per cent). There is also a far higher level of interest among men, at 59 per cent, 11 percentage points more than women.

Sochi 2014 host Russia differs from the other countries’ age-group profiles in that the highest total interest is in the 35-44 age group (84 per cent) followed by 45-54-year-olds (83 per cent) and 25-34-year-olds (82 per cent).

For the Brazil Rio 2016 Olympic Games, the interest for the Brazilian population as a whole is 83 per cent, with over half (53 per cent) seeing

Olympic following by age group and gender – average of all markets (%)

Total 18-24 25-34 35-44 45-54 55+ Male Female


18% 20%22% 20% 18%

13%20%

15%

24% 21% 28% 26%22% 23% 27% 22%

29% 29%24% 26% 31% 31% 28% 29%

themselves as passionate or very interested fans. That level of total interest is consistent across the population, with the age groups varying very little: 81 per cent for the lowest and 85 per cent for the highest. Brazilian fans are also almost evenly split by gender – 84 per cent male and 82 per cent female – the smallest gender differential in the 13 markets.

In general terms of Olympics appeal across gender, there is over 50 per cent interest among women in 11 of the 13 markets. Eight

Interested

Very interested

Passionate

10


Following of the Olympic Games by 18 to 24-year-olds (%)

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US


26%30%

35%

27% 27%22%

28% 32%28%

34% 33% 34%25%

15%

20%

37%

23%20%

11%

29% 21%

19%

21%

14% 12% 28%

16%

31%

15%

15%17%

15%

24%26%

8%

15%

21%26%

25%

of the markets have a difference of less than 10 percentage points between male and female interest. The gender gap is widest in France, Germany, Great Britain, Japan and the US.

“The Olympics, along with the Fifa World Cup, is unique in that the whole world stops for these events. They are global events in their own right. People watch more of these sports than perhaps they would watch other sports on a social or family basis. They are atypical in terms of sporting consumption,” says William Field, partner at sports and media strategic advisory firm Prospero.

The continued mass popularity of the Olympics reflects the unique structure and controlled exposure of the competition.

“The Olympics has held up over time a lot better than other sports properties and a lot

of that is down to the scarcity of the product,” says Michael Mulvihill, EVP of research, league operations and content strategy, Fox Sports.

“In the face of the expansion in the number of channels and a dramatic increase in availability of almost every other sport on our landscape, the Olympics is 17 days every two years and so the availability of the programming hasn’t changed. That has helped keep demand as strong as it is.”

The Olympics, along with the Fifa World Cup, is unique in that the whole world stops for these events. They are global events in their own right.

Interested

Very interested

Passionate

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Attracting younger audiences remains key for sports properties and the lower interest among 18-24-year-olds reflects the changing nature of that demographic. That may change over time as the group ages, according to Mulvihill.

“All major sports properties have an issue with the 18-24 age group,” he says. “It has become an extension of the teenage years rather than an extension to adulthood. As those people get older and hit some of the milestones in adulthood – getting married, buying a home and falling into a regular daily routine – their media consumption patterns change quite a bit.

“For some of the 18-24s who are disinterested or have a passing interest in the Games, fast forward 12 years to when they are 30 to 36-year-olds and they will be demonstrating a lot more interest and watching a lot more on their TV or mobile device.”

All major sports properties have an issue with the 18-24 age group. It has become an extension of the teenage years rather than an extension to adulthood.

That view is shared by Ma Guoli, deputy chairman, LeSports and former chief operating officer of Beijing Olympic Broadcasting.

“Today’s 18-24 generation generally don’t love sport like the same generation 30 or 20 years ago,” he says. “After the 18-24s grow up, after they have got married and had children, I think their habits may change a little bit. Sport should be a major lifestyle for every generation, but they need some time.”

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

18+ population 18-24

The Olympic Games is one of the most exciting sporting events

(% with any interest in and followed the Olympic Games on any media platform that agree / strongly agree with statement)

66%68%

88%

80%

85%

76%78%

71%

61%

56%

61%

66%

87%84%

78%81%

73%

78%

89%

83%

78% 78% 77%73%

76%

86%

Any interest: Includes passionate, very interested, interested and slightly interested respondents. Slightly interested – I don’t follow the Olympic Games that closely. I am interested in sport in general

13

The age differential is also down to communicating the Olympic experience and content in a style and through channels which appeal to younger viewers, according to Unmish Parthasarathi, global head of digital sales at the International Cricket Council.

“Just because people don’t tune in doesn’t perhaps mean they aren’t interested, but maybe that we are providing the story in a very singular, vanilla way which appeals to a lowest common multiple,” he says.

“Anyone in their late 20s today would have grown up with television, but the younger generation is growing up watching on iPads and smartphones, so it becomes how you tell a story and how it is consumed. The lack of interest is being measured against a very singular way of telling a story,” says Parthasarathi.

The key to attracting younger audiences

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

Olympic athletes are inspirational


71%69%

86%

82%85%

78%

56%

61%

50%

63%

70%67%

88%86%

65%68%

81%

77% 78%81%

85% 84%

69%

74%

82%80%

Any interest: Includes passionate, very interested, interested and slightly interested respondents. Slightly interested – I don’t follow the Olympic Games that closely, I am interested in sport in general.

involves two major issues, according to Carlo De Marchis, chief product and marketing officer at deltatre. “One: What happens in the two years (or four years) between the Games? This is a challenge that not even long-term rights-holding broadcasters have figured out,” he says. “You don’t have a constant connection with the Olympics brand. Two: How can you make simple something very complex? Today’s short-term attention span, extreme simplification and

After the 18-24s grow up, after they have got married and have children, I think their habits may change a little bit. Sport should be a major lifestyle for every generation, but they need some time.


14


bit-sized content consumption are the opposite of the nature of the Olympic Games.”

“I tend to believe that some behaviour will evolve with age, so the interest in the Games can improve, but other aspects will not, i.e. the digital nature and the fan expectation aspects.”

Given the levels of positivity towards the Olympics among 18-24-year-olds, as well as the general 18+ population, there is clear potential to convert the younger generation into future followers of the Games.

On average, three-quarters of 18-24-year-olds with any interest in the Olympics and who followed Rio 2016 on any media platform across the 13 countries agreed that the Olympic Games is one of the world’s most exciting sports events. The 18-24 age group outscored the total population in five countries (Australia, Great Britain, Italy, Japan and the US). No age group dominates, although, in

Doping scandals have undermined my trust in the results of the Olympic Games to the extent that I watch less coverage

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

41%

26%

31%

27%

36%35%

40%38%

43%

31%

37%

27%

52%

56%

37%

28%

18%

25%

38% 38%

30%31% 32%

42%44% 44%


Any interest: Includes passionate, very interested, interested and slightly interested respondents. Slightly interested – I don’t follow the Olympic Games that closely. I am interested in sport in general

gender terms, more women agreed that the Olympics are exciting than men in nine of the 13 countries.

Similarly, on average, 75 per cent of 18-24-year- olds with any interest in the Games and who followed Rio 2016 on any media platform find Olympic athletes inspirational compared to an average 74 per cent of the adult population across the 13 countries. The largest differential was in Germany, where 63 per cent of 18-24-year-olds found Olympic athletes inspirational compared to 50 per cent of the adult population. Again, in gender terms, more women found athletes inspirational than men in 10 countries.

Doping scandals have had a significant impact to the extent followers watch less coverage however in seven countries 18-24-year-olds are less affected than the overall 18+ population. Men are more influenced by doping scandals than women in 10 of the 13 markets.


Overview

Conventional TV was by far the main method of following Rio 2016, with an average of 73 per cent of the adult population across the 13 markets watching the Games at some level.

TV coverage of the Olympic Games was widely regarded as interesting and compelling by both the adult population and the 18-24 age group, across the 13 markets.

Digital and social media coverage of the Rio 2016 Olympic Games was also highly regarded across the world, albeit at a lower level than TV coverage among the adult population and 18-24-year-olds.

Second screens with OTT synchronised to the main TV broadcast will deliver personalised enhanced services which supplement rather than cannibalise the view on main or large screens.

New lean-forward services provide a range of functions that will work both on the platforms of choice for young people and with their current behavioural patterns.

2. Media consumption of the Olympic Games

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2. mEdiA consumption of thE olympic GAmEs

16

“I believe more of the sports fans, if they can, will still prefer to watch TV from the sofa and the better quality of the picture, the high definition, super slow motion, multiple angles will be very important for those viewers,” says Ma Guoli.

Digital and social media coverage of the Rio 2016 Olympic Games was also highly regarded in most markets, albeit at a lower level than TV coverage in general, with an average of 59 per cent of the adult population across the 13 markets finding it interesting and compelling.

Unlike TV coverage, 18-24-year-olds enjoyed the Rio 2016 coverage more than the adult population, with an average of 66 per cent finding digital and social media coverage interesting and compelling.

The figures highlight the success of both conventional TV and digital and social media coverage. Both will continue to be enhanced significantly by developments in technology.The Olympic Games has been at the forefront of driving new content, audience engagement and fan experiences. The multi-sports structure,

In contrast, use of smartphones to consume Rio 2016 coverage was substantially higher among the young than the overall adult population in 12 of the 13 countries. On average, 43 per cent of the 18-24 age group in the 13 markets followed Rio 2016 on smartphones, compared to 30 per cent of the overall 18+ population.

Smartphones were more popular than tablets or computers/laptops among 18-24-year-olds in 11 countries. In contrast, more adults used computers than smartphones to follow the Rio 2016 Olympic Games in eight countries.

The use of tablets was similar in general terms between the overall population and 18-24-year-olds, with an average 16 per cent of each group using the device over the 13 markets.

TV coverage of the Rio 2016 Olympic Games was widely regarded as interesting and compelling across the world, according to the research. An average 75 per cent of the adult population of the 13 markets agreed or strongly agreed with the statement, with a lowest level of approval in Germany at 62 per cent.

Older age groups found the TV coverage most compelling and interesting. Only in one market, Japan, did more 18-24-year-olds agree that the TV coverage was compelling than the overall adult population.

The data shows that while technologies such as AR and VR may appeal to specific groups, ultra HD is arguable more important to enhance the Olympic experience for the majority of viewers.

Conventional terrestrial, satellite and cable TV was by far the main method of following the Olympics, with an average of 73 per cent of the adult population across the 13 markets watching the Rio 2016 Olympic Games at some level. However conventional TV viewing was less popular among the young than the general population in 12 countries. Only in Italy did a higher proportion of 18-24-year-olds watch than the adult population.

Young people don’t just want a lean-back passive experience. They also want to be engaged – the social aspect is huge – and become their own producers.

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“You need to offer fans a homogenous experience across all sports without sacrificing the uniqueness of each sport. That is why since 2008 everything we have built for the Olympics at deltatre has been focused on leveraging any aspect of the digital-mobile-social revolution to enhance the Olympics coverage in a way that traditional linear TV will never be able to create.

On demandThere was widespread use of Rio 2016 on-demand content among those following the Olympic Games on at least one media platform.

short duration of events and global appeal make the Games so appealing, says Unmish Parthasarathi.

“The sheer uniqueness of the Olympics lends itself to alternative and additional forms of production and consumption,” he adds. “Beijing was the first HD Games, London the first digital Games, Rio the first social Games.”

As technologies develop, providing the same high-quality coverage across all sports – from those with world-class broadcasting as standard, such as football and tennis, to smaller sports with relatively very little exposure – is key to creating a single standardised offer to Olympic fans, says Carlo De Marchis.

“The extensive opportunities and challenges of the Olympic Games are unparalleled, the biggest difference being the number of multiple sports events happening at the same time. This adds great richness, but also significant fragmentation and complexity,” he says.

Methods used to consume Olympic Games media – 18+ population (%)How to read: 63% of the Australian 18+ population consumed Rio 2016 media content by conventional TV

Conventional TV Print Computer Tablet Smartphone

Australia 63% 11% 21% 10% 17%

Brazil 86% 13% 47% 20% 49%

China 60% 9% 54% 23% 54%

France 72% 8% 27% 12% 18%

Germany 68% 10% 27% 11% 19%

Great Britain 62% 6% 12% 9% 14%

India 78% 16% 49% 22% 61%

Italy 86% 13% 41% 21% 37%

Japan 67% 8% 20% 7% 13%

Russia 82% 13% 50% 24% 31%

South Africa 74% 14% 33% 16% 32%

Spain 70% 14% 24% 16% 20%

US 68% 5% 26% 20% 27%

Conventional TV: terrestrial, satellite and cable TV

The sheer uniqueness of the Olympics lends itself to alternative and additional forms of production and consumption.


18

exciting? Time shift is going to happen more and more to see the highlights.”

Live streamingThe most significant developments in audience behaviour for the Olympic Games will be multi-platform OTT and live streaming, says De Marchis. “That’s the only way to truly experience the Olympics. Period. And social media.”

“Live streaming is very often thought as limited to computers, tablets and smartphones, but live streaming works amazingly well on big screens, often with better quality when streaming goes to 4.5 or 6Mbps.

“The current live-streaming technologies allow us to build fluid experiences where everything that is live is immediately available in DVR mode as on-demand.

“Live streaming is not just taking linear TV and

By far the most popular location to access Rio 2016 on-demand content, at least once per week, was at home, across all age groups in all 13 markets, regardless of time zone. Accessing at another location, such as at the home of friends or family, was the second most popular.

Accessing Rio 2016 on-demand content was significantly higher among the 18-24 age group than the total adult population in every market. However, the largest difference between the two groups was the young using at another location, such as friends and family in 11 countries.

Already established as mainstream, on-demand Olympic Games content will become more important in the future, says Per Lindgren senior vice-president, live OTT, Net Insight.

“Live coverage is king, but on-demand and catch-up are going to be queen. There are lots of things which can be enhanced. The question is how can you make it even more immersive and

Methods used to consume Olympic Games media – 18 to 24-year-olds (%)How to read: 50% of the Australian 18 to 24-year-olds consumed Rio 2016 media content by conventional TV

Conventional TV Print Computer Tablet Smartphone

Australia 50% 4% 19% 7% 26%

Brazil 81% 8% 52% 16% 57%

China 38% 6% 41% 23% 54%

France 66% 9% 27% 8% 26%

Germany 54% 12% 35% 11% 32%

Great Britain 59% 4% 28% 13% 36%

India 71% 16% 47% 23% 73%

Italy 88% 8% 37% 19% 57%

Japan 55% 3% 16% 5% 19%

Russia 73% 9% 44% 23% 53%

South Africa 73% 17% 36% 18% 47%

Spain 64% 12% 32% 23% 36%

US 64% 4% 34% 23% 44%

Conventional TV: terrestrial, satellite and cable TV

19

sending it to a digital device. So many things can be done to enhance the digital experience: interactivity to select different viewing modes, more content available from the venue, multiple live streams, picture-in-picture, in-app alerts, multi-angle content, synchronised data and stats, innovative fan engagement and social integrations.

“This is very relevant for the Olympics, but depends on each sport creating an immersive experience that is finely personalised as the only way to manage the complexity of the Games.”

The evolution of the digital environment and the provision of a range of appealing, enhanced interactive experiences are central to increasing engagement with young people.

“Young people don’t just want a lean-back passive experience. They also want to be engaged – the social aspect is huge – and become their own producers, become involved and be able to choose,” says Lindgren.

Austr

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TV coverage of the Olympic Games is interesting and compelling


64%62%

84%

78% 79%

70%74%

61% 62%59%

64% 63%

86%

81%

73%71% 70%

72%

85%

79% 80%77%

73%

65%

81%79%


The whole mobile device with OTT will have a completely different role to what it has today in sports viewing in the future.


That view is shared by De Marchis. He says: “The young generation are very impatient. They cannot stay with one thing and no interaction. They are used to having interaction. You have to do something to access the next content. Maybe interactivity is one of the ways to bring the younger generation on board. If they have to do something, maybe they will stay more engaged. The younger generation want something which is more interactive. They are gamers, so they are used to changing what is happening or they are used to doing many things at once.


20

homes just have more TV sets than they used to have,” he says. “Now each individual in the family is able to watch what they are interested in and there is a lot less co-viewing.

“Where the second screen has a lot of value is that it provides a virtual companionship. The mobile device allows you to connect over that content in real time with other people who are just as interested as you are.”

The use of second screens has already led to a change in viewer behaviour, with fewer viewers switching channels between advertising breaks, says Mulvihill.

“On the sports that we carry we are noticing that fewer people are changing the channels during the commercials, which is an interesting note for our advertisers,” he adds. “While we can’t prove it conclusively, the logical explanation is that rather than change the channel, they just look down at their phones. The natural breaks in US

“More and more it will be about immersion. If the fan can be immersed in the event, it may be a way they stay longer. If you do it with technology, it matches exactly the way 20-year-olds use technology. Maybe that is the way to bring them on and stay for longer.”

The use of second screensSecond screens are the use of secondary devices such as mobiles and tablets to consume sport or other content or services while watching sport on a main or large screen. The use of second screens to follow the Olympics is already widespread and will become ever more popular in the future via synchronised video and enhanced services.

The growth of second-screen usage while watching sport in part reflects the changing nature of TV viewing, according to Michael Mulvihill. “TV viewing in the US is mostly a solitary experience and a lot of it is down to the fact that

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Digital and social media coverage of the Olympic Games is interesting and compelling


46%

62%

79%76% 76%

68% 69%66%

37%

45%

30%

46%

81% 81%

60%

65%

47%

64%62%

68%66%

74%

63% 64%

59%

71%


21

ensure coverage of the best action and size and audio. The second screen provides additional insight into an event, ensuring that action is not missed.

Second-screen services could also allow for the following of selected athletes, a potentially important feature given the large number of competing nations, where viewers want to see both the winners and their own athletes, or access to other events without departing from the main action or event. Another key element could be providing an alternative commentary which is tailored to particular groups, such as younger people.

“This is especially true in the Olympic environment, with lots of action going on at the same time. Even when you are following a particular event, it’s not always the leader you want to follow, but the athlete of your country. In the Olympics there is so much more content, so you can be diversified,” says Lindgren.

sports lend themselves to people periodically checking in with their mobile.”

The use of second screens will be transformed by OTT, providing enhanced personalised content on existing extensively-used platforms and using behavioural patterns already followed widely by the younger generations.

“The whole mobile device with OTT will have a completely different role to what it has today in sports viewing in the future,” says Lindgren.

The second screen provides an additional personalised channel, allowing individuals to follow particular events in addition to the main TV screen broadcast.

The second screen is seen as a supplementary and additional tool to the main large screen, rather than cannibalising linear TV viewing, which still provides the highest level of broadcast quality and professional direction to

Consumption of Rio 2016 on-demand coverage by adult Rio 2016 media consumers (%)How to read: 24% of the adult Australian population that used at least one media platform to follow Rio 2016 consumed Rio 2016 on-demand content at least once per week at home

At work At home While travellingAt another location (at family / friends)

Australia 24% 67% 23% 29%

Brazil 40% 73% 43% 56%

China 63% 91% 59% 59%

France 17% 60% 22% 28%

Germany 18% 49% 21% 30%

Great Britain 12% 60% 9% 18%

India 61% 88% 63% 68%

Italy 20% 57% 30% 41%

Japan 19% 63% 19% 15%

Russia 39% 78% 36% 43%

South Africa 36% 76% 31% 54%

Spain 20% 69% 28% 40%

US 45% 76% 46% 53%


22

be pushed to us based on our preferences, or we’ll have easier ways to find it. What it’s like to be a media consumer of the Olympics will change a lot because of a substantial advantage from personalisation and recommendation, and the ways in which you find content or how content reaches you, whether it’s through social media or broadcasters who have a better understanding of who you are and what you watch,” says William Field.

At the current time, the impact of second screens have been hampered by short time delays with the main large TV screen, says Per Lindgren.

“The problem with live sports and OTT at the moment is that it is out of sync. You get spoilers as you get notifications of things before you see them as you have half-minute delays.”

“Full synchronisation and pairing with linear TV will deliver all the benefits of the second screen in terms of statistics, interactivity and social media. All will be tied into the experience.”

Other options include notifications of major incidents or events which are particularly suitable for the multi-action environment of the Olympics. Viewers will be able to click through and see the action immediately.

“There are two aspects of the digital experience and in the Olympics both are paramount: discovery and consumption. In football the discovery moment may be simply my team playing. In the Olympics almost every moment is discovery,” says De Marchis.

“There is an athlete of your country winning/competing for a medal now, but the problem is how do I discover that?”

Given the large amount of simultaneous events, the ability to discover relevant and appealing content is of primary importance to maximising the user experience.

“We, as media audiences for the Olympics, will find it much easier to get to the content we want, both live and non-live, because it will

Consumption of Rio 2016 on-demand coverage by 18 to 24-year-old Rio 2016 media consumers (%)How to read: 35% of the 18 to 24-year-old Australian population that used at least one media platform to follow Rio 2016 consumed Rio 2016 on-demand content at least per week at home

At work At home While travellingAt another location (at family / friends)

Australia 35% 79% 36% 47%

Brazil 43% 78% 48% 64%

China 80% 94% 74% 79%

France 33% 59% 34% 38%

Germany 40% 67% 44% 59%

Great Britain 19% 75% 17% 47%

India 71% 91% 71% 73%

Italy 27% 72% 39% 54%

Japan 24% 69% 30% 28%

Russia 46% 82% 53% 60%

South Africa 46% 86% 44% 72%

Spain 42% 80% 46% 63%

US 51% 83% 58% 66%

Overview Of the social media platforms used by the general adult population and by 18-24-year-olds following the Rio 2016 Games on any media platform, Facebook was the most-used in 11 and 10 countries respectively.

18-24-year-old social media users have a greater affi nity with athlete social media accounts than the general adult population. Athlete accounts were the most enjoyed or joint-most enjoyed content by 18-24-year-olds in seven countries and were within two percentage points of the top-ranked content provider in a further three.

In contrast, the most-enjoyed category provider of Rio 2016 social media content for adults using social media to follow the

Games was the Offi cial Olympic Games broadcaster in seven markets.

Social media content provided by mainstream media publishers or their journalists was rated higher by the adult and 18-24 social media users than independent media publishers, such as standalone websites and bloggers, in 12 and eight countries respectively.

Rio 2016 live text and scores, and Rio 2016 text-based content were the most popular content for the adult population following the Games on social media in four and three countries respectively. The two categories were also popular with young adults and attracted the most 18-24-year-old users in four countries each.

3. Social media consumptionof the Olympic Games

23

3. sociAl mEdiA consumption of thE olympic GAmEs

24

An average of 42 per cent of the 18+ population who used any social media to follow the Rio 2016 Olympic Games in the 12 markets chose Facebook, compared to 33 per cent for YouTube.

Facebook was also the leading platform among 18-24-year-old Rio 2016 social media consumers, where an average of 56 per cent used the platform across the 12 markets to follow Rio 2016, and was the most-used platform in 10 markets. YouTube was the most-used platform in Russia, while Twitter was the most-used platform in Japan.

In general, use of social media sites among the 18-24 age group was substantially higher than for the general adult population. For example, Facebook was used more by the young than adults to follow Rio 2016 in 11 of the markets and

Facebook was the most-used social media platform by the adult population following the Rio Games in 11 countries. The second-most popular was YouTube, which ranked first in Russia and second or joint second in 10 markets.

The tables detail the six most generally-used social media networks to access Rio 2016 content across 12 markets. China is not included in these tables as many sites are blocked on the mainland. However, the SportBusiness survey covered a number of other networks which, in several countries, may have higher use than one or more of the lower-scoring platforms featured in the table. Analysis of each individual market’s social media usage will be available via the forthcoming Olympic Games media consumption dashboard.

Social media has become a major force in the Olympic Games, not only among 18-24-year-olds, but also among the adult population as a whole.

Leading social media platforms used by adults to follow the Rio 2016 Olympic Games How to read: 34% of the Australian 18+ population that followed the Rio 2016 Olympic Games on any media used Facebook to follow the Rio 2016 Olympic Games

Facebook YouTube Google+ Instagram Snapchat Twitter

Australia 34% 18% 11% 9% 5% 9%

Brazil 70% 60% 37% 35% 14% 29%

France 36% 22% 10% 5% 3% 8%

Germany 29% 21% 11% 8% 3% 10%

Great Britain 22% 6% 2% 4% 1% 9%

India 71% 63% 44% 23% 9% 37%

Italy 48% 38% 17% 16% 3% 17%

Japan 18% 17% 8% 5% 1% 17%

Russia 30% 46% 23% 12% 1% 15%

South Africa 53% 38% 22% 17% 4% 24%

Spain 44% 34% 18% 15% 4% 23%

US 53% 35% 25% 30% 18% 27%

25

Official Rio 2016 social media was the second most enjoyed by adults overall, ranking top in three countries and second or joint second in another four.

As detailed in section one, over 60 per cent of 18-24-year-olds across the 13 countries found Olympic athletes inspirational and that positive outlook translated to social media usage. Athlete accounts were the most enjoyed or joint most enjoyed by 18-24-year-olds in seven countries and came within two percentage points of the top-ranked content provider in a further three markets. Over half of the 18-24-year-old Rio 2016 social media users in 12 countries found athlete accounts enjoyable.

As with the adult population, official Rio 2016 content was also popular among the age group, ranking top or joint top in five markets and second or joint second in a further four.

While athlete accounts were highly rated, the

by 10 percentage points or more in nine countries.

However, an exception was Google+, which was used more by the overall adult population than the 18-24-year-olds in four markets, with equal usage in a further three.

Enjoyment of social media publishersMost types of Rio 2016 social media content providers were enjoyed by significant proportions of those adults and 18-24-year-olds who followed the Games via social media.

However, there were clear differences in taste for the type of content provided between the adult population and the 18-24 age group.

The official Olympic Games broadcaster was the most-enjoyed provider of Rio 2016 social media content for adults in seven markets and the second or joint second most-enjoyed in another three.

Leading social media platforms used by 18 to 24-year-olds to follow the Rio 2016 Olympic GamesHow to read: 56% of Australian 18-24-year-olds that followed the Rio 2016 Olympic Games on any media used Facebook to follow the Rio 2016 Olympic Games

Facebook YouTube Google+ Instagram Snapchat Twitter

Australia 56% 22% 11% 26% 10% 17%

Brazil 76% 64% 30% 47% 23% 36%

France 54% 34% 4% 11% 11% 20%

Germany 54% 35% 16% 28% 14% 23%

Great Britain 38% 12% 6% 16% 7% 9%

India 81% 64% 44% 35% 13% 37%

Italy 69% 44% 23% 35% 10% 26%

Japan 16% 17% 9% 6% 3% 40%

Russia 33% 60% 23% 36% 3% 26%

South Africa 73% 55% 26% 36% 9% 29%

Spain 59% 49% 16% 45% 21% 47%

US 70% 46% 20% 45% 29% 40%


26

better than the mainstream rivals in four markets – Brazil, France, Great Britain and South Africa.

At the other end of the scale, brand and sponsor sites were among the least enjoyed by both adults and 18-24-year-olds, ranking bottom in four markets and second-to-bottom in a further four and five countries respectively.

No killer contentThere was no single killer social media or video content for fans using social media to follow the Rio 2016 Olympic Games. There was considerable variation in usage of the different formats of content between countries and no one form of content dominated.

Rio 2016 live text and scores, and Rio 2016 text-based content were the most popular for the adult population following the Games on social

other new types of content providers enabled by social media – such as brands, independent websites and bloggers – had mixed results. Social media provided by mainstream media publishers or their journalists were rated higher by the adult social media users than independent media publishers, such as standalone websites and bloggers, in 12 of the 13 countries.

The greater enjoyment of the mainstream media was shared to a large degree by the 18-24 age group, but independent websites were rated

The advertising marketplace is definitively incentivising social media platforms to prioritise video.

Adult enjoyment of social media content (% of 18+ population that used any social media to follow the Olympic Games that rated content from the media provider category as extremely, very or somewhat enjoyable)

Official athlete Official team

Official Rio 2016

International Olympic

Committee

Official Olympic broadcaster

TV and digital channels (e.g.

BBC, NBC et al)

Mainstream media publishers (e.g.

ESPN, Eurosport, Fox Sports, The

Guardian) or their journalists)

Independent media

publishers (e.g. standalone websites, bloggers

Brands and sponsors (e.g.

Samsung, Coca-Cola)

Australia 50% 52% 53% 36% 54% 48% 41% 37%

Brazil 75% 77% 80% 74% 83% 80% 70% 77%

China 58% 56% 59% 55% 59% 67% 57% 56%

France 46% 45% 49% 42% 47% 47% 41% 32%

Germany 56% 56% 53% 35% 55% 46% 38% 41%

Great Britain 28% 36% 34% 12% 41% 24% 25% 18%

India 83% 80% 84% 71% 80% 81% 76% 73%

Italy 54% 54% 59% 48% 60% 53% 48% 45%

Japan 50% 48% 46% 34% 52% 49% 39% 41%

Russia 47% 49% 55% 41% 74% 61% 48% 40%

South Africa 64% 61% 67% 43% 66% 57% 50% 52%

Spain 37% 39% 40% 33% 53% 49% 35% 31%

US 75% 76% 73% 63% 74% 71% 64% 65%

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media followers tended to use different forms of content to the adult populations, but it was far from universal. In no country did a larger percentage of 18-24-year-old social media users favour every content categories more to the adult population.

There were some distinct preferences in social media consumption between the generations. Athlete accounts were more popular with 18-24-year-old social media users than the overall 18+ populations in all 13 countries.

In contrast, larger proportions of adult social media users watched video of Olympic news and reviews, and associated Rio 2016 features, including interviews and documentaries, than 18-24-year-olds in 11 countries.

Posting about the Olympic Games was among the least popular activities, being used by an

media in four and three countries respectively. They were also popular with young adults. The two categories also attracted the most 18-24-year-old users in four countries each.

Similarly, watching Rio 2016 live streams and video highlights and clips were among the most-used content among both the adult population and the 18-24-year-olds in most countries. Live streams ranked highest in two countries and as one of the three most popular content formats in a further six. Similarly, video highlights and clips ranked first in three markets.

Among the other text-orientated content, columns or opinion pieces on the Rio 2016 Olympic Games were used by more 18-24-year-old social media users than text-based reports, analysis or reviews and text-based features, such as interviews, in eight and 11 countries respectively. In general, more 18-24-year-old Rio 2016 social

18 to 24-year old enjoyment of social media content (% of 18 to 24-year-olds that used any social media to follow Rio 2016 that rated content from the media provider category as extremely, very or somewhat enjoyable)

Official athlete Official team

Official Rio 2016

International Olympic

Committee

Official Olympic broadcaster

TV and digital channels (e.g.

BBC, NBC et al)

Mainstream media publishers (e.g.

ESPN, Eurosport, Fox Sports, The

Guardian) or their journalists

Independent media

publishers (e.g. standalone websites, bloggers)

Brands and sponsors (e.g.

Samsung, Coca-Cola)

Australia 55% 57% 57% 34% 51% 53% 38% 37%

Brazil 78% 78% 78% 72% 77% 72% 74% 75%

China 75% 63% 68% 59% 57% 64% 56% 55%

France 64% 61% 63% 45% 55% 51% 59% 43%

Germany 69% 67% 57% 40% 60% 56% 52% 49%

Great Britain 45% 43% 54% 12% 54% 27% 36% 12%

India 84% 78% 82% 64% 75% 79% 78% 71%

Italy 73% 72% 75% 68% 72% 70% 57% 58%

Japan 57% 55% 47% 43% 49% 55% 55% 47%

Russia 60% 59% 58% 44% 75% 65% 58% 49%

South Africa 75% 73% 75% 53% 71% 64% 65% 67%

Spain 58% 53% 58% 46% 59% 56% 49% 51%

US 78% 82% 77% 70% 73% 71% 68% 64%


28

Social media / video content used by adults to follow the Rio 2016 Olympic Games – continued (% of adult Rio 2016 social media followers)

How to read: 21% of the Brazilian adult population who used social media to follow an athlete or athletes used Rio 2016 text-based content

Followed athlete/s

Posted about Rio 2016

Viewed Rio 2016-related

images

Watched a Rio 2016 live

stream

Watched other Rio

2016-related entertainment

Watched sports

analysis/reviews

Watched Rio 2016-related

features, such as interviews, documentaries

Watched Rio 2016

video clips or highlights

Australia 9% 9% 16% 21% 10% 14% 12% 27%

Brazil 21% 17% 47% 54% 22% 29% 33% 31%

China 27% 19% 30% 37% 15% 20% 21% 28%

France 14% 17% 21% 11% 4% 14% 22% 24%

Germany 9% 5% 21% 14% 10% 16% 11% 12%

Great Britain 11% 8% 10% 10% 4% 7% 7% 21%

India 18% 16% 27% 33% 20% 25% 18% 31%

Italy 18% 8% 32% 18% 11% 18% 14% 16%

Japan 9% 3% 17% 8% 8% 6% 15% 24%

Russia 17% 7% 23% 50% 17% 37% 23% 27%

South Africa 24% 11% 23% 24% 13% 23% 16% 43%

Spain 21% 10% 35% 31% 8% 26% 20% 21%

US 18% 13% 19% 24% 15% 17% 15% 21%

Social media / video content used by adults to follow the Rio 2016 Olympic Games (% of adult Rio 2016 social media followers)

How to read: 48% of the Brazilian adult population who followed Rio 2016 using social media used Rio 2016 text-based content)

Rio 2016 text-based

contentRio 2016 live text or scores

Rio 2016 related audio

Rio 2016 text-based

columns/opinion pieces

Rio 2016 text-based

features e.g. interviews

Rio 2016 text-based

reports, analysis or reviews

Followed Rio 2016 official

account

Australia 18% 23% 12% 12% 8% 12% 13%

Brazil 48% 33% 23% 34% 33% 19% 21%

China 35% 39% 25% 22% 26% 26% 17%

France 27% 32% 16% 13% 10% 13% 14%

Germany 27% 14% 9% 12% 13% 12% 7%

Great Britain 16% 18% 6% 13% 5% 8% 7%

India 40% 46% 20% 20% 16% 22% 21%

Italy 32% 40% 18% 23% 14% 23% 12%

Japan 30% 19% 6% 19% 17% 11% 9%

Russia 31% 22% 13% 25% 20% 16% 17%

South Africa 23% 29% 12% 15% 12% 15% 13%

Spain 16% 12% 16% 15% 10% 16% 17%

US 39% 32% 23% 17% 15% 17% 20%

29

reaching the younger generation.

“The NFL did something smart this year, making a small number of games available via Twitter,” says Michael Mulvihill. “Press reports put 70 per cent of their viewers on Twitter under the age of 25. It’s a small number; only one to two per cent of the overall audience for those football games is watching on Twitter, but they do skew extremely young. For a sport on TV that has a median age in the mid-40s, it is remarkable. There is an opportunity to use social media platforms not as a replacement for traditional TV, but as a complement that skews a little bit younger.”

A key driver of video over social media is the support it has from the advertising industry, according to Mulvihill.

“The advertising market place is definitively incentivising social media platforms to prioritise video, so it may be that advertiser demand forces video to be the dominant content on social,” he adds. “There is also room for non-video content on Facebook, Twitter or Instagram to promote specific athletes and help those athletes develop a narrative well before the actual 17 days of the Games. That could be video content or not. Starting to establish an interest in athletes competing in the Games on social media well before the Games has a lot of potential.”

One of the key potential benefits of social media for the Olympics is the information provided on fan behaviour and preferences, says Unmish Parthasarathi.

“Reach and revenue are the twin pillars of any media strategy, dating back to radio and true of television and, more recently, digital and social,” he adds. “Where social is different is being able to provide far deeper insight about the audience in real time. This provides for commercial opportunities in localising and customising via first and third-party distinctions – whilst requiring federations to recognise public good, civic society and personal liberties, and regulatory matters, such as privacy etc.”

average of 11 per cent of the adult population and 13 per cent of 18-24-year-olds across the 13 countries. Less than 20 per cent of 18-24-year-old and adult Rio 2016 social media users posted comments on the Games in all countries, with the exception of 18-24-year-olds in France.

The diverse nature of the Olympic Games means there are challenges of scale in delivering a homogenous social media offer.

“I think that social media is more important for the Olympic Games than other sports,” says Ma Guoli. “Other sports concentrate on only one sport, so normally the people who touch this sport are the sports fans or fans of these types of events. The Olympic Games has 28 sports on at the same time and serving Olympic fans means you need to know 28 sports fan groups.”

The potential of video Integrating video through social media platforms would provide a direct way of engaging with a young demographic through the devices, applications and behaviours they are already using.

“Maybe social live streaming is one of the trends emerging which can change this landscape. You have it with you, it’s super-easy to access and you don’t have to install an app, as it’s using existing platforms,” says Carlo De Marchis.

Long-form programming via social media platforms has already had some success in

There is an opportunity to use social media platforms not as a replacement for traditional TV, but as a complement that skews a little bit younger.


30

Social media / video content used by 18 to 24-year-olds to follow the Rio 2016 Olympic Games – continued (% of 18 to 24-year-old Rio 2016 social media followers)

How to read: 14% of Australian 18-24-year-olds who followed Rio 2016 using social media used Rio 2016 text-based content

Followed athlete/s

Posted about Rio 2016

Viewed Rio 2016-related

images

Watched a Rio 2016 live

stream

Watched other Rio-

2016 related entertainment

Watched sports

analysis/reviews

Watched Rio 2016-related

features, such as interviews, documentaries

Watched Rio 2016

video clips or highlights

Australia 14% 11% 22% 32% 14% 7% 12% 30%

Brazil 29% 17% 36% 46% 19% 21% 23% 25%

China 36% 19% 29% 24% 13% 15% 10% 16%

France 17% 27% 20% 24% 6% 12% 13% 20%

Germany 23% 11% 27% 24% 11% 12% 9% 20%

Great Britain 15% 6% 20% 8% 3% 3% 7% 23%

India 21% 17% 25% 30% 17% 20% 16% 26%

Italy 26% 9% 36% 21% 13% 19% 15% 24%

Japan 10% 8% 16% 8% 6% 6% 4% 20%

Russia 19% 13% 25% 37% 14% 27% 16% 26%

South Africa 30% 10% 30% 26% 17% 19% 16% 42%

Spain 22% 17% 29% 25% 11% 19% 14% 16%

US 26% 12% 26% 32% 16% 8% 11% 22%

Social media / video content used by 18 to 24-year-olds to follow the Rio 2016 Olympic Games (% of 18 to 24-year-old Rio 2016 social media followers)

How to read: 16% of Australian 18-24-year-olds who followed Rio 2016 using social media used Rio 2016 text-based content

Rio 2016 text-based content

Rio 2016 live text or scores

Rio 2016 related audio

Rio 2016 text-based columns/opinion pieces

Rio 2016 text-based features e.g. interviews

Rio 2016 text-based reports,

analysis or reviews

Followed Rio 2016 official

account

Australia 16% 23% 8% 9% 4% 12% 14%

Brazil 53% 31% 21% 27% 23% 14% 19%

China 26% 29% 22% 25% 26% 25% 20%

France 32% 43% 15% 12% 11% 10% 14%

Germany 36% 17% 21% 17% 17% 13% 16%

Great Britain 17% 16% 8% 24% 1% 13% 4%

India 40% 42% 23% 20% 16% 22% 19%

Italy 38% 41% 29% 23% 18% 36% 22%

Japan 39% 23% 8% 15% 10% 8% 6%

Russia 41% 30% 20% 29% 19% 17% 19%

South Africa 31% 35% 14% 16% 14% 17% 14%

Spain 27% 20% 19% 23% 20% 19% 18%

US 35% 37% 19% 21% 13% 18% 18%

Overview

There is widespread interest in using virtual reality (VR) and augmented reality (AR) to watch the Olympics. Fifty per cent or more of the adult population in eight countries agreed/strongly agreed that they would like to use both VR and AR to watch the Olympics.

There is also signifi cant widespread negativity to using both fully-immersive VR headsets and transparent AR glasses, though this is less than the interest in the technologies, in nine and eight countries respectively.

The 18-24 age group is more interested in VR and AR than the adult population in 11 and 12 of the markets respectively, and by 10 percentage points or more in eight markets for both technologies.

The potential success of VR and AR will depend on advances in the comfort and wearability of headsets, and delivering quality content and experiences which provide a substantial uplift on the continually improving 2D offer suffi cient to offset the social isolation and discomfort.

4. New technology opportunities

31

4. thE nEw tEchnoloGy opportunitiEs

32

Interest in VR generally outweighs the negativity towards the headsets, but in four countries – Australia, France, Germany and Great Britain – a higher proportion of the adult populations reject the idea of wearing VR headsets, regardless of the benefits, than those who are interested in using the technology to watch the Games. In AR, negativity towards headsets outnumbered those interested in using the technology in five countries, but this in part reflects lower interest. Adults and 18-24-year-olds are marginally less negative about AR glasses than VR headsets in eight and seven countries respectively.

In contrast, 18-24-year-olds are more interested

On screen, AR has long been used to enhance TV sports broadcasting and continues to evolve. The survey assessed the advanced AR technology provided by wearable transparent glasses, such as Microsoft HoloLens.

There is widespread interest in using VR and AR to watch the Olympic Games, but also major negativity to wearing either fully-immersive VR headsets or transparent AR glasses.

Fifty per cent or more of the adult population in eight countries agreed/strongly agreed that they would like to use both VR and AR to watch the Olympics.

Virtual reality (VR) and augmented reality (AR) will provide new, unique experiences for fans to engage with the Olympics, especially the younger audience, but while initial interest is large there is also significant negativity to the wearing of both goggles and glasses.

Virtual reality will provide a unique and improved way to experience the Olympic Games that I would like to use (% agree/strongly agree)

80%

90%

70%

60%

50%

40%

30%

20%

10%

0%

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain

India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

41%

55%

81% 81%

70%

77%

39%

59%56%

79%

86%

69%

51%

36%

48%

63%

73%

66%

82%

53%

62%

56%

71%

32%

23% 23%

18+ population

18-24

33

“I think the audience that is willing to actually wear a device to enhance a product they can get very easily on a traditional flat screen is pretty limited. It’s not to say there is no room for that, but I don’t see those wearable technologies being a dominant delivery method,” says Michael Mulvihill.

The use of wearables to provide an enhanced sports viewing experience has already been tried with the now-defunct 3D.

“For me, the AR and VR technology is like 3D a few years ago. It’s only an additional service. It cannot be the major coverage for the Olympic Games. So for the future coverage of the Olympics, they need to provide more choice to create more interest for viewers. It is not easy to wear the glasses for 3D. Maybe for five to 10 minutes, but for the entire match? I don’t think so,” says Ma Guoli.

However, that may be different for the younger generation. Ma adds: “Young people sometimes

in both technologies than negative about the headsets in 12 countries.

The 18-24 age group is more interested in VR and AR than the adult population in 11 and 12 of the markets respectively, and by 10 percentage points or more in eight markets for both technologies. However 18 to 24-year-olds are more negative to wearing VR and AR headsets than the overall adult population in four and six countries respectively.

There is more interest in using VR to watch the Olympics than AR across the world. VR attracts more interest than AR in both the adult population and 18-24-year-olds in 12 and 11 of the markets respectively, and has equal interest in the others.

As with the second screen (see section 2), VR and AR, with the requirement to wear goggles or glasses, are seen as additional services providing supplementary coverage rather than replacing the conventional 2D large-screen TV coverage.

18-24

I would not wear a virtual reality headset to watch the Olympics regardless of the benefits (% agree/strongly agree)

60%

50%

40%

30%

20%

10%

0%

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain

India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

44%

33%

29%28%

38%

42%41%

38% 38%

34%

48%

57%

48% 48%

32%

39%

26%25%

20%

16%

30%29% 29%

42%

51%

43%

18+ population


34

Augmented reality will provide a unique and improved way to experience the Olympic Games that I would like to use (% agree/strongly agree)

80%

70%

60%

50%

40%

30%

20%

10%

0%

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain

India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

36%

49%

77%

81%

65%62%

34%

55%

28%

49%

21% 22%

72%

77%

51%

69%

33%

47%

57%

67%

61%

71%

50%

58%

50%

62%

18+ population

18-24

AR, VR even simple 360 can be a great experience, but we are still in the early days of working out what to do with this new medium.

technology and now know that in the future there will be something around Google Glass or HoloLens,” he adds.

The future success of VR depends on the type of content provided to fit the strengths of the technology as essentially an experiential tool, says Field.

“Does VR have enough benefit, unlike 3D? It’s a question of what users wear the headsets for. The great VR experiences around the Olympics will be non-live. It will be experiential. The whole point of VR is that it is experiential. It’s going somewhere you’re not or doing things you

don’t want to sit down quietly and watch the match. They want to have more fun. So for that generation, maybe AR or VR is for them.”

A core part of the failure of 3D was that the discomfort and social isolation of wearing the required glasses were not justified by the uplift in the viewing experience, says William Field.

“Behaviourally, 3D was too much of a reach for too little benefit, as 3D on a TV is nowhere near as impactful as 3D on a massive screen in a cinema,” he adds. “The trade-off of having to wear the glasses was not worth the return of the impact on the TV set.”

Wearable technologies have entered the mainstream consciousness and gamers are already using VR headsets. The public have become familiarised with the concept of wearable technology, says Field.

“Google Glasses and others advance the idea of wearables. People are more accepting of

35

I would not wear an augmented reality headset to watch the Olympics regardless of the benefits (% agree/strongly agree)

50%

40%

30%

20%

10%

0%

Austr

alia

Braz

il

China

Fran

ce

Germ

any

Grea

t Brit

ain

India

Italy

Japa

n

Russ

ia

Sout

h Af

rica

Spain US

18+ population

18-24

41%

28%26%

24%

36%37%

40%

36%38%

35%

48%

52%

45%

48%

30%

37%

27% 26%

20%18%

27%29%

28%

35%

52%

45%

“VR is ideal for short-form, on-demand, ‘ever-green’ (i.e. high-repeat value), curated content experiences – such as a tour of the Olympic Museum in Lausanne.

“My sense is that this use of technology to tell a story is a better option for now rather than a live broadcast of the match coverage, which is too long and doesn’t offer a substantially superior or alternatively useful experience to HD/4K/Surround Sound with multiple cameras and data feeds, which is still too close to the traditional host broadcast and not differentiated enough,” adds Parthasarathi.

In addition, some VR functionality can be replicated to a certain extent without the use of headsets, says Per Lindgren.

“360 view is the perfect second-screen application as a complement to what you are seeing on the first screen. Sit anywhere and get the view. Again it is a complement to what you see on the main feed,” he says.

couldn’t do in the physical world,” he adds. “VR will be a massively enhanced version of a sporting experience. You can be a great athlete. It is going to be after the event when people are able to create those experiences. I’m not convinced VR is going to be about live.”

The immersive nature of VR technology and the duration and social aspects of sports viewing mean that it is not ideal for live coverage. This is especially the case given the stiff competition provided by 2D broadcasting that has further enhancements in the pipeline and requires no change in viewers’ behaviour, says Unmish Parthasarathi.

“The current level of VR’s tech maturity makes for a sub-optimal end-user experience for live and long form. From a UX/UI (user experience/user interface) point of view, wearing headsets prevents a social/group experience (such as commenting to or cheering with your mate in a pub with a pint) and there are health/wellness limits to watching VR content for long durations.”


36

Adult interest in virtual reality functionality (% of adult population that find the function extremely, very or somewhat interesting)

360-degree views

Virtually sit and chat with

friends in virtual stadium

Watch TV broadcast via virtual monitor

Experience the range of

Olympic sports venues

Walk with athletes of your nation in opening / closing

ceremonyDedicated VR

director

Perspective of one or more

selected athletes

Australia 46% 41% 44% 45% 43% 45% 46%

Brazil 89% 86% 88% 88% 87% 87% 88%

China 75% 72% 74% 76% 75% 74% 74%

France 54% 44% 49% 51% 45% 45% 52%

Germany 47% 40% 42% 46% 45% 44% 46%

Great Britain 32% 23% 27% 26% 26% 26% 30%

India 84% 82% 84% 83% 82% 82% 83%

Italy 74% 63% 68% 70% 63% 68% 69%

Japan 47% 38% 43% 43% 43% 46% 45%

Russia 78% 72% 75% 80% 74% 73% 74%

South Africa 74% 69% 70% 70% 69% 69% 71%

Spain 72% 65% 70% 68% 65% 68% 70%

US 58% 52% 56% 57% 55% 55% 56%

* VR director – The option to select a dedicated “VR director”, as in TV coverage, ensuring you are always in the best place to see the action and replays from a VR perspective

18 to 24 interest in virtual reality functionality (% of 18 to 24-year-olds that find the function extremely, very or somewhat interesting)

360-degree views

Virtually sit and chat with

friends in virtual stadium

Watch TV broadcast via virtual monitor

Experience the range of

Olympic sports venues

Walk with athletes of your nation in opening / closing

ceremonyDedicated VR

director

Perspective of one or more

selected athletes

Australia 63% 56% 63% 63% 59% 62% 65%

Brazil 89% 86% 86% 88% 88% 88% 89%

China 80% 76% 80% 83% 79% 78% 82%

France 77% 67% 73% 74% 68% 66% 80%

Germany 66% 62% 59% 64% 62% 65% 66%

Great Britain 48% 43% 41% 40% 38% 39% 41%

India 85% 82% 86% 83% 85% 83% 83%

Italy 84% 71% 72% 83% 79% 82% 79%

Japan 63% 56% 55% 57% 52% 53% 56%

Russia 85% 83% 80% 88% 81% 82% 87%

South Africa 85% 84% 81% 82% 82% 82% 82%

Spain 78% 78% 77% 80% 78% 78% 75%

US 76% 74% 72% 73% 74% 71% 77%

* VR director – The option to select a dedicated “VR director”, as in TV coverage, ensuring you are always in the best place to see the action and replays from a VR perspective

37

change their lives more dramatically than young generations of the past,” says Ma Guoli. “I think for the future, as technology develops, it will provide more opportunity to experience the Olympics for viewers and spectators.”

VR and AR are at a nascent stage of development and their potential success will depend on advances in the comfort and wearability of the goggles and glasses, and in particular the provision of quality content and services which deliver a substantial uplift on the 2D experience.

Field says: “AR, VR, even simple 360 can be a great experience, but we are still in the early days of working out what to do with this new medium. At what point do people decide that this is genuinely a new paradigm for consuming sports events?”

“Millions of hours have gone into perfecting the 2D TV sporting experience and we’ve got a long way to go before we see the level of creativity and skill within newer media, such as 360 and VR. It will come, but it’s going to take time.”

The VR experience may be far more suitable for some sports than others, says De Marchis.

“VR production needs to be improved for live and near-live coverage,” he adds. “It also depends on the sport. For example, it could be good for tennis as people are near the action. There are so many areas to improve that once done, it will be really good. VR may not be a success, but provide the time to experiment enough and it could be really transformational, maybe complementary, and for some sports it could be really amazing.”

AR wearables naturally lend themselves to a content-rich experience and also offer interactivity as a proxy second screen, but although transparent, they still face the issue of creating relative isolation from the social environment of sports viewing.

At the same time, wearable AR will have to compete against the ongoing evolution of AR in the broadcast/digital environment, which could provide an additional level of graphics to the 2D audience.

“We are halfway (in the development of broadcast AR). The frontier at the moment is real time – providing sports with live real-time graphics. Storytelling is real time. The linear TV live director may only use graphics once or twice in a game, but it’s possible to create a parallel-graphics version of the match for stats fans,” says Carlo De Marchis.

In the future, athlete-wearable technology, including cameras and fitness monitors, could provide both an appealing point of view perspective and an additional layer of telemetry. The latter would be ideal in the graphic environment. However, media use of such data faces ethical/privacy issues in publicising athletes’ personal information.

There is a substantially higher level of interest among 18-24-year-olds in both VR and AR functionality than in the adult population. The average differential between the two age groups is over 10 percentage points in eight countries for VR and nine countries for AR.

There is marginally more interest in VR functionality than AR among both the adult population and 18-24-year-olds in all 13 countries, an average of five and six percentage points more respectively.

New technologies such as AR and VR provide a key means to engage the younger tech-savvy demographics.

“Each young generation have their own interest in technology. Today’s younger generation have more choice and the new technologies

Today’s younger generation have more choice and the new technologies change their lives more dramatically than young generations of the past.


38

Interest in augmented reality functionality (% of 18 to 24-year-olds that find the function extremely, very or somewhat interesting)

Projecting a substantially

bigger TV screen

Holograms of player profiles

3D stadium holograms

Second screen to monitor another event

Hologram highlights/replays in addition to TV screen

Additional graphic-rich data analysis

Checking results

Following additional

commentary

Post comments via social

media about event

Australia 59% 55% 59% 48% 56% 51% 50% 42% 43%

Brazil 84% 86% 86% 84% 86% 83% 84% 81% 82%

China 79% 77% 81% 78% 76% 79% 77% 69% 80%

France 67% 63% 66% 60% 63% 62% 64% 56% 59%

Germany 62% 64% 62% 56% 66% 50% 58% 55% 44%

Great Britain 44% 28% 41% 37% 41% 35% 32% 24% 26%

India 85% 83% 88% 79% 84% 85% 81% 78% 80%

Italy 83% 76% 77% 74% 76% 73% 77% 68% 69%

Japan 54% 47% 53% 53% 55% 51% 54% 45% 44%

Russia 82% 69% 78% 77% 81% 72% 76% 61% 63%

South Africa 85% 79% 80% 78% 79% 76% 79% 65% 73%

Spain 71% 69% 65% 75% 70% 72% 73% 64% 68%

US 76% 70% 68% 70% 70% 72% 73% 63% 63%

Interest in augmented reality functionality (% of adult population that find the function extremely, very or somewhat interesting)

Projecting a substantially

bigger TV screen

Holograms of player profiles

3D stadium holograms

Second screen to monitor another event

Hologram highlights/replays in addition to TV screen

Additional graphic-rich data analysis

Checking results

Following additional

commentary

Post comments via social

media about event

Australia 46% 39% 42% 41% 42% 40% 44% 36% 34%

Brazil 86% 83% 86% 85% 85% 83% 86% 82% 82%

China 74% 70% 74% 70% 75% 73% 72% 65% 70%

France 52% 40% 41% 42% 44% 39% 47% 39% 37%

Germany 45% 37% 40% 36% 40% 38% 50% 37% 30%

Great Britain 27% 19% 22% 23% 23% 21% 25% 17% 16%

India 84% 79% 81% 79% 81% 80% 81% 79% 79%

Italy 70% 58% 62% 62% 64% 60% 69% 60% 53%

Japan 43% 35% 39% 38% 40% 36% 44% 28% 29%

Russia 73% 61% 68% 65% 70% 66% 71% 60% 57%

South Africa 72% 64% 65% 65% 66% 63% 69% 57% 57%

Spain 65% 57% 59% 61% 60% 61% 64% 56% 49%

US 57% 51% 52% 53% 54% 52% 54% 49% 47%



















40

Advisory board biographies

CARLO De MARChIS Chief product & marketing officer at deltatre

WA digital media executive and marketer.

An ideas guy, innovator, challenger, curious, passionate, evangelist. Through the years, Carlo has been leading many multi-million, multi-year contracts with strategic clients and been at the core of the company’s impressive growth.

An early adopter of the web, now focusing on digital, social, mobile, AR/VR, the evolution of the beyond-TV experience and visual storytelling.

He travelled the world following top sports events including F1, Ski World Cup, Athletics, UEFA Champions League, FIFA World Cup and the Olympics.

MA GuOLI Vice-chairman, Le Sports Ma Guoli, vice-chairman of Le Sports, is one of the most influential figures in the Chinese sports and broadcasting industry.

He had led CCTV Sports for 16 years since 1989. From June 2005 until end of 2008 he was the chief operating officer of Beijing Olympic Broadcasting (BOB) – the company responsible for TV production and services of the Beijing Olympic games in 2008. He then became the chairman of Guangzhou Asian Game Broadcasting in January 2009, and also joined Infront China as managing director at the same time, becoming the role of chairman in January 2014.

He became vice-chairman of the board at Le Sports in April 2016.

WILLIAM FIeLD Partner at Prospero

William Field is a Partner at Prospero, a sports and media strategic advisory firm, which he founded in 2009. He has over 25 years’ experience in strategic management consulting, having worked with Spectrum Strategy Consultants and Pricewaterhouse Coopers previously.

William is an internationally-recognised expert in sports media and has advised many of the world’s biggest rights-holders, broadcasters, service providers and intermediaries. He has worked with top European football leagues and UEFA on broadcast rights and digital media strategies. He has worked in many other sports on issues including media rights, digital, sponsorship, technology and fan-development strategies across the world.

unMISh PARThASARAThI Global head of digital sales, ICC Unmish specialises in combining creativity, content and commerce with the latest digital technology.

Since 2015, Unmish has led the ICC’s big push into digital monetisation by taking to market a unique in-match, near-live video update rights package, a global first, with clients such as the BBC, ESPN, Hotstar, Dialog Telecom, OSN Middle East and Sky New Zealand. He is now expanding the digital rights portfolio beyond video, audio and data into next-generation technologies such as virtual reality.

Unmish began his career at IMG and has also worked for the BBC management consulting practice and ESPN Star Sports. He moved to Fox in 2012 and was promoted to News Corp in a year later to launch ‘BallBall’ – a European football-video based OTT offering.

PeR LInDGRen Senior vice-president of live OTT at net Insight

Per Lindgren is senior vice-president of live OTT at Net Insight and is a founding member of the company. Previously, Lindgren was an assistant professor at the Swedish Royal Institute of Technology, where he worked on optical network technologies and EU projects involving high-speed optical networks and multimedia services. Lindgren has authored numerous articles in scientific journals and participated in numerous high-profile international conferences such as IBC, Streaming Media West and Content Delivery World. In addition, he is the inventor or co-inventor of more than 10 patents. Lindgren holds a Ph.D. in Telecommunications from the Swedish Royal Institute of Technology (KTH) in Stockholm.

MIKe MuLVIhILL executive vice-president of research, league operations & strategy, FOX Sports

Mike Mulvihill, executive vice-president, research, league operations & strategy, is responsible for scheduling, strategic planning, Nielsen ratings analysis and advertising sales and communications support within FOX Sports.

Mulvihill joined FOX Sports in 1995 as a research analyst. He was promoted to the position of senior vice-president in 2011, and was named to SportsBusiness Journal’s ‘Forty Under 40’ list. as a member of the publication’s 2010 class. He also has participated on numerous industry panels and is regarded as one of the industry’s leading experts on ratings and trends. Prior to FOX Sports, Mulvihill worked at CBS in affiliate research.

Registered office:133 Whitechapel High Street, London, E1 7QA Tel. +44 (0)207 265 4100Fax. +44 (0)207 265 4220Registered number: 3934419

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