By Carolyn Giardina
Valarie Allman's father David watches her win gold in the discus throw at the Paris 2024 Olympics 🥇🥹❤️ #paris2024
Select broadcasters, cable providers and streamers around the world are planning to deliver 4K coverage and even some experimental 8K footage of the Paris Olympics. But new research from VIP+ and CivicScience suggests there may not be much demand for higher-resolution coverage of the 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 getting 4K video on their TVs. Only 24% said they were very interested in 4K, while 34% were somewhat interested.
Still, when asked what kind of content consumers would most like to watch in 4K (with the option to select their top two choices), Hollywood and sports should pay attention. Movies were the leading choice at 58%, followed by live sporting events like the Olympics at 27%. (Local news was at the bottom of the survey.)
