The Shifting Landscape of Sports Viewing: A Generational Divide
The 2026 Winter Olympics in Milan has highlighted a growing concern: the increasing difficulty for middle-aged and older adults to access live sports coverage. For many, the traditional methods of viewing – over-the-air broadcasts – are becoming obsolete, replaced by streaming platforms and exclusive online deals. This shift is creating a digital divide, potentially disenfranchising a significant portion of the sports-viewing public.
The Rise of Exclusive Streaming and its Impact
For the first time in 62 years, the Winter Olympics were not broadcast on South Korea’s major terrestrial channels. Instead, coverage was largely confined to cable channels and, crucially, streaming platforms like ChiJiJiK, operated by Naver. This exclusivity presents a barrier for those unfamiliar or uncomfortable with these technologies. As one 54-year-vintage fan of figure skater Cha Jun-hwan explained, she relied on her daughter to access the streams, highlighting the dependence created by this new system.
This trend extends beyond the Olympics. The acquisition of exclusive broadcasting rights by platforms like Coupang for the English Premier League, requiring subscriptions and digital literacy, exemplifies the growing challenge. The move to online-only ticketing for professional baseball, characterized by intense competition (“피켓팅”), further exacerbates the issue, with only 1.4% of tickets going to those over 60.
Beyond Access: A Loss of Shared Experience
The shift isn’t just about technical access; it’s about a loss of the communal experience of watching sports. Previously, Olympic moments were shared in offices, restaurants, and public spaces. Now, access often requires individual subscriptions and dedicated viewing time, diminishing the spontaneous, shared excitement. One resident of Suwon City noted that they only learned about a medal win through a news portal, a stark contrast to the ubiquitous Olympic coverage of the past.
Government Scrutiny and Potential Regulation
The issue has garnered attention from government officials. Kim Jong-cheol, Chairman of the Korea Broadcasting & Communications Commission, expressed regret over the limited access to the Winter Olympics and indicated a review of potential legal amendments regarding the broadcasting of major events like the Olympics and World Cup. This suggests a growing recognition of the need to balance the commercial interests of broadcasters with the public’s right to access significant cultural events.
The Future of Sports Viewing: Trends to Watch
Several trends are likely to shape the future of sports viewing and the accessibility debate:
- Bundling of Streaming Services: We may see more partnerships between streaming platforms to offer bundled packages, making access more affordable and convenient.
- Hybrid Broadcast Models: Broadcasters might adopt hybrid models, offering some content on traditional channels while reserving exclusive content for streaming.
- Government Intervention: Increased regulation regarding the broadcasting of nationally significant events could mandate wider accessibility.
- Technological Simplification: Platforms may focus on simplifying user interfaces and providing better customer support to cater to less tech-savvy audiences.
- Rise of Sports-Specific Streaming: More leagues and teams may launch their own dedicated streaming services, potentially bypassing traditional broadcasters altogether.
Pro Tip:
For those struggling with streaming services, consider asking a family member or friend for assistance with setup and navigation. Many platforms offer tutorials and customer support to aid users receive started.
FAQ
Q: Why is Olympic coverage moving to streaming platforms?
A: Broadcasters are increasingly prioritizing streaming platforms due to their growing popularity and potential for revenue generation.
Q: What is being done to address the digital divide?
A: Government officials are considering legal amendments to ensure wider access to major sporting events, and some platforms are exploring ways to simplify their services.
Q: Will traditional TV broadcasts disappear completely?
A: While the trend is towards streaming, traditional TV broadcasts are likely to remain relevant for some time, particularly for live events and news coverage.
Q: What is ChiJiJiK?
A: ChiJiJiK is a streaming platform operated by Naver that exclusively streamed some of the 2026 Winter Olympics events.
Did you know? Figure skater Maxim Naumov dedicated his performance at the 2026 Winter Olympics to his late parents, who tragically died in a plane crash.
What are your thoughts on the changing landscape of sports viewing? Share your experiences and opinions in the comments below!
