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What new data reveals about how people will watch the 2026 Winter Olympics

New research uncovers the viewership trends predicted to shape how audiences engage with the 2026 Winter Olympics. As viewers around the world prepare to tune in via streaming and check for updates across devices, advertisers should be ready to meet them in the right moment, wherever they are.

Blue graphic of an Olympics torch, where the handle is a remote control.

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Every two years, the Olympic Games create one of the world’s largest shared cultural moments. But how people watch, follow, and engage with major sporting events has changed significantly over the years. In fact, the 2026 Winter Games are predicted to be the most digital Olympics yet. 

New global data from The Trade Desk Intelligence and Appinio reveal that viewers are shifting decisively toward streaming platforms, consuming sports content across multiple channels, and responding more strongly to brands that advertise in premium sports environments. 

Together, these trends present a powerful opportunity for advertisers preparing for the Games. 

Live sports, including the Olympic Games, continue to shift to streaming

Across markets, fans say they are watching more live sports on CTV and less on traditional TV, driven by the growing availability of premium sports packages on streaming platforms. 

  • In the U.S., 27% say they are watching more live sports on CTV, compared to 18% on traditional TV1 

  • In Canada, viewers show a similar pattern, with 23% saying they are watching more live sports on CTV

  • In Australia, 37% say they subscribed to a streaming service to watch sports and kept it following the match they watched

  • In Italy, 72% are planning to watch the 2026 Winter Games live 

  • In Hong Kong, 46% say they plan to watch the figure skating competition live

  • In South Korea, 85% say they plan to watch the 2026 Winter Olympics live

These streaming trends help show the direction live sports viewership habits are heading in the lead-up to the 2026 Winter Olympics. 

The Olympics rank among the top five most anticipated events in the countries where we conducted our survey. The percentage of viewers planning to cheer on teams live via streaming/​CTV illustrates the excitement: 41% of Americans, 47% of Australians, 34% of Canadians, and 31% of Italians.1 

These figures confirm that CTV has become table stakes for advertisers trying to reach engaged global audiences. 

Fans plan to follow the Olympics across channels and devices

Even when viewers watch the Games live, their engagement doesn’t stop there. Fans jump between highlight reels, news updates, short-form clips, and online discussions, often within minutes. 

  • In the U.S., 61% of viewers watch highlights, 51% follow news related to sports, and 35% watch replays of the Games

  • In Canada and Australia, nearly two-thirds consume highlights between events

  • Japan, Hong Kong, and South Korea show the same behavior, with highlights engagement reaching 70%1 

This fragmentation suggests that those who watch the Olympic Games will be reachable at many moments and across a variety of screens. 

For advertisers, this means a single-publisher or single-screen strategy will likely miss the majority of Olympic touchpoints. An omnichannel plan will be essential. 

Advertising in sports can deliver higher attention and stronger brand impact

Sports environments are some of the most powerful places to advertise, and the Olympic Games amplify that effect. Across markets: 

  • 56% of Americans and 52% of Canadians say they’re more likely to notice brands that advertise in sports 

  • 57% of Italians and 56% of viewers in Hong Kong say sports advertisers feel more credible 

  • 46% of viewers in South Korea and 43% of Australian fans say they are more likely to seek information about a brand they have seen advertised during a sporting event1 

Premium media reinforces this halo. According to additional research from The Trade Desk Intelligence and PA Consulting, premium media channels — and especially CTV — are 1.5 times more effective at improving positive brand perceptions and 1.3 times more effective at driving purchase intent.2 

As a premium CTV environment, as well as a CTV live sports tentpole event, the Olympic Games capture audience attention and elevate brand perception, helping to drive strong business outcomes for advertisers.

How to make the most out of the 2026 Winter Olympics

To help make the most of the 2026 Winter Games, advertisers can: 

  • Lead with CTV to help capture the growing audience watching live via streaming

  • Extend reach across highlight reels, news, mobile video, and sports sites to meet fans at every touchpoint

  • Invest in premium media to help harness the credibility and attention that sports deliver

  • Plan for cross-device frequency and sequencing to tell a more cohesive story across the Games

The 2026 Winter Olympics is predicted to be one of the most omnichannel sporting events to date. Brands that show up consistently across screens, formats, and key moments can earn the attention of the world’s most engaged fans. 

This information is provided solely for background and is not a representation or guarantee of any future performance. 

Sources: 
1. The Trade Desk Intelligence and Appinio, 2026 Winter Olympics Research, N=3415, U.S., Canada, Australia, Italy, Japan, Hong Kong, and South Korea, October 2025. 
2. The Trade Desk Intelligence and PA Consulting, The Premium Payoff, the U.S., U.K., and France, October 2025.