ABSTRACT
The 2008 Beijing Olympics was the most watched television event in U.S. television history and represented a broad expansion and emphasis on online sports content. This study examined audience’s multiplatform experience with the 2008 Beijing Games, particularly differences and commonalities between sports “fans” and “nonfans.” Results indicate key distinctions between sports fans and nonfans in terms of overall behaviors, motivations, and preferences. Although sports fans watched the 2008 Olympics significantly more than nonfans, use of online platforms were not significantly different between fans and nonfans. Explanations of why fans and nonfans watched were notably similar. Findings highlight the dynamic interplay between choice, habit, and structure in newer media environments, particularly for big-event sports programming.
