Viewer Numbers Rise: 2026 Winter Olympics Attract More TV Audiences than 2022

Broadcast data shows that the 2026 Winter Olympics in Milan-Cortina were significantly more watched than the 2022 Games in Beijing. This year, ice hockey generated particularly high interest, followed by luge and biathlon.

In 2022, the Games were watched on average by 1.3% of TV households, equivalent to approximately 23,000 viewers. The total reach was 54.7%, indicating that more than half of all TV viewers tuned in to an Olympic broadcast at least once. In 2026, average viewership reached 2.4%, or around 39,000 viewers, with a total reach of 61.9%, meaning nearly three out of five TV viewers watched at least part of the Games.

A notable trend is seen regarding the Olympic opening ceremony. In 2022, it was viewed on average by 3.8% of TV households (around 69,000 viewers), whereas in 2026 the audience grew to 10.5%, or 169,000 viewers—almost three times more than previously.

The closing ceremony also drew a larger audience this year. The average rating reached 5.9%, equivalent to approximately 96,000 live viewers, while total reach was 61.3%, showing that nearly three out of five TV viewers watched at least part of the ceremony.

Compared to 2022, both live viewership and overall audience share nearly doubled, reflecting strong interest and wider engagement with the closing ceremony.

Across all broadcasts this year, the Olympics reached just under 62% of TV viewers, compared to just under 55% in 2022.