Why the 2024 Olympics TV ratings won’t matter

It’s not the Games that are dying. It’s conventional TV ratings that are on life support.

As the 2024 Paris Olympics kick off this weekend, the cloud left by the 2020 Tokyo Games’ viewership flop still casts a shadow. Headlines declaring the death of the Olympics have become a quadrennial tradition, with critics citing overspending and corruption as factors with historically low viewership as a nail in the Olympic coffin.