Sport meets innovation. Ahead of the Milan Cortina 2026 Winter Olympic Games, Samsung Electronics Italia unveiled the new Samsung Trend Radar in partnership with Toluna, a periodic observatory that studies Italians' habits, values, and interests in their interaction with technology. The new edition depicted a country eager to experience the sporting event as a moment of collective participation: 77% of Italians are proud that the Games are being held in Italy, and 60% believe they will leave a positive legacy, particularly in terms of tourism and regional development. However, the Winter Olympics experience is no longer limited to live television; it is now available on smartphones, tablets, and social media platforms. The Games are not just watched; they are lived, shared, and discussed wherever one may be. Nearly one in two people (46%) report that they are able to stay informed without following events live, while 45% recognize that viewing on smartphones or tablets makes the experience more accessible and immediate. While 68% of Italians intend to watch the competitions live as soon as possible, on-demand viewing is gaining significant importance: 57% deem it essential, a proportion that increases to 67% among Generation Z. Emerging methods of engaging with sports are converting them into a "continuous event", integrating live broadcasts, clips, social media, and digital platforms. Short, shareable content has become an essential component of the overall experience: 26% favor highlights and clips on social media, with considerable support among Millennials and Generation Z. With Milano Cortina 2026, the Winter Olympic Games will evolve into more than just a sporting event, serving instead as a symbol of innovation, inclusion, and collective progress.