The Summer Olympics are here! The Games start airing next week—but will young people be tuning in? In anticipation of the events, YPulse released a Summer Olympics special report earlier this year to help brands understand how young consumers think about and engage with the Games. We’ve compared the data from North America and Western Europe and YPulse data shows 74% of 13-39-year-olds in each region agree, “The Olympics are exciting to watch.” Young consumers in both regions also share similar reasons for watching the Olympics—their sports fandom primarily—but when it comes to how they’ll watch, and how many plan to, there’s some key differences brands should know. North American young people are less likely to watch the Olympics overall (and the Paralympic Games), less likely to watch the Games on cable (even though streaming is just as popular), and less likely to be rooting for their home country We break down three viewership differences between regions and what they mean for brands utilizing this media event to connect...
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