The landscape has changed SIGNIFICANTLY in just the last 5 years. Using Nielsen to measure ratings gives an extremely incomplete and inaccurate picture. At this stage, I'd call it "deceptive" - and depending on how it's used, perhaps "fraudulent".
Streaming hasn't just changed how someone might view content, but how it should be measured. If you factor in streaming and VOD, viewership fared much better than the rating indicate. Here is one article that paints a larger picture (Yahoo's connection with NBC not withstanding).
https://sports.yahoo.com/olympics-ra...152607228.html
It also goes into some factors as to why people might not be watching much or at all.
One factor I would add to that is the sheer "glut" of content that people have access to. At this point, it is difficult to see how any one program would dominate, especially one that some viewers might view as a 'commitment' to their time they weren't willing to spend. Another factor I would add is "confusion" with the Olympic coverage. I found you would have to engage very closely on the internet to figure out what options there were and what to watch.
Now, speaking for myself, I had a very different experience than others might have. I have been using streaming services for several years and last year I turned in my cable boxes for YouTube TV. One of this service's best features is an unlimited DVR. I had hundreds of hours of Olympic coverage on various channels recorded. I watched a fair amount as well - what I wanted, when I wanted. I could fast forward through all the commercial breaks.
Additionally, by adding Olympics to my "favorites", I was also given access to a lot of VOD content in the form of shorter clips and highlights. The shorter clips would start with a commercial (you can't advance these), then play the clip. Longer clips might have an additional commercial break. This was a smart move considering the attention span and patience of today's average viewer. Being able to watch short clips that get right to the meat of a certain event or game caters to that group.
To go off point slightly...
If you get a sense of the listening habits of the typical PE member, you start to see similar patterns in changes of how we value content. It's an older demographic that tends to hang on to what they already know instead of trying new things. New things can be downloading MP3s or streaming. But new things also means new (and 'new to you') groups and artists.
The attention and growth potential that progressive artists get has diminished in each decade since the 70s. There are many factors that contribute to that, but the lack of quantity and quality of new music out there is not one of them.
Today, music is just fighting for our attention like most of the other content out there. Unlike when we grew up, the choices now are virtually endless. But often times, when faced with the decision paralysis of 1,000 choices, we tend to go back to something familiar instead. Between the streaming services I have, I know my "watch list" is so long I won't get to 20% of it in my lifetime - likely less considering the rate at which new content is coming out. It's an embarrassment of riches.
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