Understanding Chinese Consumers' Media Behaviors During Tokyo 2020: An Exploration of Media Consumption Among Different Generations

With the development and advancement of new technology and the increasing penetration of digital media, traditional media outlets such as TV, radio, and newspapers are not the only platforms for sports audiences to watch major events such as the Olympic Games. In this study, we explored how Chinese Olympic audiences embraced different media platforms to consume the 2020 Tokyo Olympic Games. Through a survey of 383 Chinese participants, results revealed that social media, TV, and digital media were the most popular platforms on which to watch the 2020 Olympic Games. There were generational differences in media behaviors, motivations, and preferences between Generations X, Y, and Z. In addition, findings revealed that traditionally popular sports in China, such as badminton and table tennis, were still the most popular across different generations. Theoretical and practical implications for Chinese viewers are provided.