Mega-Event Media Consumption in a Changing Landscape: A Meta-Analysis of U.S. Summer Olympic Audiences, 2008-2024

Abstract

This longitudinal study examines media consumption in the United States during five Summer Olympics (2008-2024) to understand how preferences, routines, and structural factors shape Olympic engagement across TV and digital platforms. Results indicate that Olympic digital viewing in the U.S. increased significantly beginning with the postponed 2021 Tokyo Games, while TV viewing remained relatively stable. Media use routine consistently emerged as the strongest predictor of Olympics viewing across platforms. Motivations for social connection and escape became increasingly important for digital viewing. Over time, audience availability became more influential, while the impact of access declined. Findings offer valuable longitudinal insights into the evolving dynamics of audience behavior and provide guidance for developing effective mega-event media strategies.