New research from The Trade Desk has indicated hat a staggering 80% of Australians plan to tune in to the upcoming Paris Olympics, with a third of the population to watch as much of the event as they can.

Those planning to watch the Olympics spend over 70% of their time online on the 'open internet', with BVOD experiencing a 93% surge since the 2021 edition of the events. More than half of the population (56%) will be tuning in to specific events.

While linear TV remained the primary choice for viewers (67%), channels on the open internet such as news and sports websites, as well as BVOD services, were the second-most common channels for Australians intending to watch the Olympics (29% each). BVOD has seen a 93% surge since the 2021 edition of the events, while news and sports websites have witnessed a 61% growth.

Swimming was the sport that will most capture the attention of the nation, with 63% of Australians intending to watch this year’s Olympic swimming events.

"The summer sports provide brands with an unparalleled opportunity to connect with an audience in a positive, feel-good setting. Live sports have long been synonymous with a passionate, actively engaged audience and Paris will be no exception, emerging as one of the most watched events of the year. For brands that want to reach audiences where they’re intentionally spending time and are more likely to trust the ads they encounter, this is the place to be," said Vice President ANZ at The Trade Desk, James Bayes.