ERR's broadcasts of the recently concluded Winter Olympics in Milan Cortina attracted over 600,000 viewers, making it the largest audience for any winter Olympics on European public broadcasters, as reported by the European Broadcasting Union (EBU). In Estonia, the broadcasts via channels such as ETV, ETV2, and ETV+ drew a substantial viewership over the two and a half weeks of the games, with 614,000 people reportedly watching at least 15 minutes of coverage, as indicated by a survey from Emor. Additionally, ERR's digital channels, especially the sports portal and Jupiter, reached nearly 200,000 viewers.

The anticipation for the Winter Olympics returning to Europe was palpable, especially considering the extended wait since the last event. Rivo Saarna, head of ERR's sports editorial team, noted that two-thirds of Estonian television viewers, approximately 66%, engaged with the Olympic games, indicating a strong local interest in the event. He further mentioned the evident excitement on social media, which amplified the reach and engagement of the games.

This significant viewership not only underscores the popularity of the Winter Olympics in Estonia but also highlights the role of public broadcasting in sports dissemination. The high ratings can have implications for future funding and support for public broadcasters, reinforcing their significance in delivering major sporting events to the public, especially in a market dominated by digital content consumption.