The majority of young consumers didn’t plan to watch the winter Olympics—but millions are watching this Olympic content on social media… In case you missed it, the Olympics are here again! Of course, the Summer Olympics were just last year, and YPulse found that despite the hunger for distracting content during the pandemic, interest in the games among Gen Z and Millennial viewers had dropped compared to 2018. The Tokyo games ratings held up our findings. Now, quick on the heels of that low viewership, another Olympics is trying to draw eyes. As the Winter Olympics kicked off in Beijing, we used our on-demand survey platform PULSE to ask young people how many planned on tuning in this time around. We found 43% of 16-34-year-olds planned on watching the Winter Olympics, on par with the number who planned to watch last year. In other words, the majority don’t plan to tune in or weren’t sure if they would. It’s the continuation of a pattern we’ve seen for some...
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