The Winter Olympics in Milan and Cortina d'Ampezzo officially commenced with an opening ceremony that was viewed by approximately 5.2 million television viewers, a notable decrease from the viewership of the Summer Games in Paris. The ceremony garnered a market share of 22.3% for the broadcasting network ARD. Comparatively, the opening ceremony of the Summer Olympics in 2024 attracted more than double the audience, with 10.44 million viewers tuned in.

The Games, running from February 6 to February 22, feature around 2,900 athletes from 90 nations who will be competing in 116 events for medals. The relatively low viewership for the Winter Games' opening could indicate a lack of public excitement compared to previous Olympic events, particularly the Summer Games, which often draw higher global interest due to their more extensive appeal across sports. This trend raises questions about the Olympic brand's ability to maintain interest across different editions of the Games.

As audiences continue to shift in their viewing habits, the Olympics may need to adapt its marketing strategies to boost engagement. Relevant coverage and continuous updates, such as those provided through live tickers and social media engagement, will be crucial in enhancing the viewing experience and stirring interest over the course of the event. The stark contrast in viewership between the Summer and Winter Olympics also highlights the differences in public interest and participation in various sports, underscoring a need for strategic improvements moving forward.