(ATR) The IOC’s marketing director says there is a "real shift" in Olympic viewership with more people turning to mobile devices before they watch television.
Timo Lumme said that even though people will turn to a "small screen" first, the data indicates people then watch television—often with a mobile device as well.
With the new tendencies, he compared this to other "evolutions" in the broadcast consumption of the Olympics.
"Personally, from my generation I remember the big switch from black-and-white to color television at the 1972 Munich Games. My parents still talk about the switch from radio to television."
He mentioned Finnish broadcaster YLE’s experience. The broadcaster is using the new Olympic Video Player to stream the Olympics and nightly, anywhere from 2.5 million to 3 million people will stream the Olympics.
"So much so that in Finland’s second and third cities," Lumme said, "they’ve had to make public appeals on the nightly news for people not to stream as much because it is affecting the available bandwidth and its affecting various city operations."
Lumme also said "early estimates" show that 500 million people worldwide tuned in to the opening ceremony of the Games.Sochi 2014 is more widely available than the Vancouver Olympics, Lumme said.
A total of 464 networks are showing 42,000 hours of broadcast footage, up 10,000 hours from Vancouver. Sixty-five thousand hours of footage is available digitally, a nearly three-fold increase from 25,000 in Vancouver.
Lumme provided viewership information for select independently-measured territories. He said in Russia over three-quarters of Russian people have watched some coverage, over half of the United States population has watched the Olympics, 90 percent of Canadians have watched some coverage, 190 million people in China have watched at least 15 minutes of the Games and two-thirds of South Korea has tuned in.Written by Ed Hula III
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