Insights sourced from The Trade Desk’s latest data on global viewer behavior

With the 2026 Winter Olympics approaching, sports audiences are already tightening their focus - and advertisers have an unprecedented opportunity to meet them where they’re most engaged. New research from The Trade Desk Intelligence shows that this year’s Games are shaping up to be the most digital and omnichannel Olympics yet - and forward-thinking brands can capitalize on these shifts with smarter, data-driven programmatic strategies

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What’s Changed: Audience Behavior Heading into Milan

1. Live Sports Is Going Digital, Fast

Traditional broadcast isn’t where the world’s eyes are anymore. Fans are increasingly choosing streaming and CTV over linear TV to catch live Olympic action. For example:

• 27% of Americans say they’re watching more live sports on CTV, compared to 18% on traditional TV.
• Viewers in markets like South Korea and Italy show especially high intent to watch the Games live.

What this means for brands: CTV isn’t optional anymore - it’s table stakes. Brands that lead with connected TV will be better positioned to reach passionate, live audiences.

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2. Fans Follow the Games Across Screens & Channels

Fans don’t just tune in once - they hop between screens, apps, and formats:

• In the U.S., 61% of viewers watch Olympic highlights outside live coverage.
• Around the world, many fans also engage with related news, short clips, or replays.

Opportunity: A single-screen or single-publisher plan misses most of the fan’s journey. Winning strategies are omnichannel - blending CTV with short-form video, social, mobile, and display to stay front-of-mind wherever fans are interacting.

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3. Advertising During Sports Drives Attention & Credibility

Olympic viewers aren’t just watching - they notice brands that show up in the right context:

• A majority of sports fans say they are more likely to notice brands advertising during sporting events, and many even find those advertisers more credible.
• Premium CTV environments (especially live sports) have been shown to increase positive brand perception and drive purchase intent more effectively than non-premium channels.

Strategic takeaway: High-impact environments like Olympic streaming aren’t just about reach - they’re about attention and brand affinity. Quality matters as much as quantity.

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How Brands Can Maximize the Olympics Opportunity

Here are practical ways marketers should approach the 2026 Winter Games:

• Lead with CTV: Capture the growing wave of live streaming viewership with programmatic buys optimized for connected TV - the platform where Olympic engagement is concentrating.
• Go Omnichannel: Don’t let your campaign live (and die) on a single screen. Use data-driven strategies to follow fans across devices and touchpoints: highlights, social video, mobile feeds, and editorial sites.
• Invest in Premium Contexts: Premium inventory (especially around premium sports) keeps your brand in an environment where audiences pay closer attention and are more receptive to messaging.
• Plan for Frequency & Sequencing: Use smart frequency caps and sequencing logic to tell a consistent brand story across the Games - from the opening ceremony to medal events.

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Final Play: Be Everywhere Your Fans Are

The 2026 Winter Olympics won’t just be a broadcast event - they’ll be a digital moment. Fans will stream, scroll, clip, and re-engage again and again across platforms. Brands that move beyond traditional buys and embrace programmatic, omnichannel strategies will show up more consistently (and more effectively) in those moments that matter most. 

At Mogl, we help brands unlock premium Olympic inventory through The Trade Desk, combining connected TV, omnichannel strategy, and transparent execution to drive real impact. Contact our team to learn more! 

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Source:

The Trade Desk, Data Viewing Behaviors (2026)

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