Some Olympics TV Is in 4K, but Viewers Care Little for the Format: Survey

Select broadcasters, cable providers and streamers around the world plan to deliver 4K coverage and even some experimental 8K images of the Paris Olympics. But new research from VIP+ and CivicScience suggests there may not be much demand for higher-resolution coverage at these Games — or for much else on TV. 

In an online survey of 1,359 U.S. respondents conducted July 13-22, 2024, 42% said they were not interested in receiving 4K video on their TVs. Only 24% said they were very interested in 4K, while 34% were somewhat interested.

Still, when asked what type of content consumers would most like to watch in 4K (with the option to select their top two choices), Hollywood and the sports world should take notice. Movies were the leading choice with 58%, followed by live sporting events such as the Olympics, at 27%. (Local news ranked at the bottom of the survey.)

In the U.S., NBCUniversal’s USA Network will be offering Olympics coverage in 4K HDR via most major pay TV and virtual MVPD distributors, including swimming, track and field, soccer and basketball. (Separately, Olympics Broadcasting Services and Intel will conduct 8K technology demonstrations in select locations.)

There’s limited 4K content available today for TV viewing, though there seems to be more interest in producing 4K (including for archival purposes) than in delivering it. On the broadcast side, the new voluntary ATSC 3.0 format enables 4K delivery to consumers with a supported TV and 3.0 signal.

Still, in the 2024 Haivision Broadcast Transformation Report survey of broadcasters conducted late last year, more believe AI and 5G are technologies that will have more impact on broadcast production in the next five years.

As to the consumer market, major setmakers from Samsung and Sony are now touting 4K and 8K models. Consumer Technology Association research suggests that about half of U.S. households (53%) now have a 4K-capable TV (with 8K TV ownership at just 1%). CTA reports that 83% of TVs shipped to dealers in 2023 were 4K capable, and that percentage is expected to be about the same this year and in 2025.

But with limited interest and limited available content, so far 4K isn’t proving to be a feature to excite audiences.