Around half of the world’s 7.3bn inhabitants will view some of the 2016 Olympics as digital platforms have strongly expanded since the previous Games, the International Olympic Committee (IOC) said yesterday.
“On the digital side is where we’ve seen the really big increase from London,” said Timo Lumme, the IOC’s television and marketing chief.
While digital channels broadcast 81,500 hours of sports coverage at the 2012 Games, the amount will increase two and a half times in Rio de Janeiro, he told reporters.
Traditional television channels are broadcasting 125,000 hours from Rio, 25%  more than in London.
“We expect around half the world’s population will have consumed the Games on some media platform,” Lumme said.