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How do Chinese audience plan to watch Rio 2016?

Martin Guo

Editor-in-Chief, Kantar China Insights

TV & Movie 09.08.2016 / 09:30

Sport audience 2 col

Despite all the hype about audiences switch to new media for video, Chinese audiences still prefer watch Rio 2016 through live broadcasting on TV.

Before Rio 2016 started, CTR’s online panel iCTR on August 4 launched a survey to gauge how Chinese plan to engage with Rio 2016. The survey, which collected 3,505 valid answers, has found that 57% respondents said they would follow Rio 2016 (16% “follow it very closely”, 41% “follow it”) even though the 11-hour time difference between China and Brazil meant most events will be shown between 8 pm and 11 am the next day. Seventy percent of all respondents said they would watch the opening ceremony which would be live broadcast starting from 7 am on August 6 (Saturday) in China. Seventeen percent said they would watch it from beginning till the end.



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Though there were quite many people claiming that they haven’t turned on their TV sets for a long time, or they watched TV dramas on mobile phone or tablets, in the case of global scale top sports event like Olympics, Chinese have come back to TV.

When asked “through which media would you watch Rio 2016?”, 43% of respondents chose “live broadcasting through conventional TV”, a distant leader ahead of other options, such as No.2 “live broadcasting on PC/laptop” (24%), and No.3 “live broadcasting on mobile phone” (20%). Very few of the respondents chose “time shift/video on demand” options.

When answering the single option question of “which is the most important media”, the advantage of “live broadcasting through conventional TV” (36%) became even more obvious, followed by “live broadcasting on PC/laptop” (14%) and “live broadcasting on mobile phone” as well as “live broadcasting through apps on smart TVs” (both 10%).



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But when asked how they would follow news about this Olympics (multiple options), new media platforms have surpassed traditional media channels, the only exception being the leader TV (52%). WeChat (30%) is the second most popular news source, followed by news app (20%). The popularity of radio, Weibo, print media and news aggregator app are very close (14% - 16%).



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There seems to be a void of dominating social discussion platform in China, when the subject is a global event like Olympic Games. When answering “which new media platforms would use to discuss Rio 2016?” (multiple option), the most ticked answer  is “not sure” (42%), followed by “publish a comment on Moments, or comment on friends’ post on their Moments” (26%). Other commonly used new media platforms are very close at 13 – 14%, such as “comment on articles published by subscription accounts”, “publish original Weibo post”, “comment on retweet Weibo posts from sports stars, celebrities or organizations” and “comment on portal websites’ news reports”. The fast-rising comment format on video site Danmu (弹幕) was chosen by only 4.85% of respondents.



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The survey also asked Chinese audiences what would trigger them to watch the Rio 2016, and it seems the participation of Chinese athletes and the popularity of the sport event itself are the most powerful drivers.

When asked “what do you pay attention to during Rio 2016?” (multiple options), the most chosen answer is “games with Chinese teams/athletes) (44%), followed by “sport events I like” (36%) and the “general news of Rio 2016” (28%). Opening/closing ceremonies also attracted 22% surveyees.

If they were allowed only one answer, the much more respondents picked “games with Chinese teams/athletes” (36%) than any other reasons. “Sport events I like” was chosen by 24% people. All other options received less than 12% of votes.



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Are you surprised by these findings? We will continue to survey Chinese audiences on how they engage with Rio 2016. Watch this place.

Source: CTR

Editor's notes

* To reach the author, or to know more information, data and analysis of China's sports market, please contact us.

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