Research: Online Olympics Viewing To Be Low

Online consumption of the Olympic Games "won’t be widespread," according to Robert Andrews of PAID CONTENT. Perform Group’s Global Sports Media Consumption Report 2012 suggests that just 9% of sports fans in the U.K. and 16% in the U.S. plan to view online. Just 3% in the U.K. and 7% in the U.S. will watch via a mobile device. Sixty-four percent of Brits and 71% in the U.S. said that they would watch the Olympics via regular TV. Sports fans in Germany, Spain, France and Italy are "more likely to watch online" than Brits and Americans. Results for emerging markets of China, Russia and Brazil came even higher. As many as 70% of Chinese said that they intend to watch the games online (PAIDCONTENT.org, 6/11).