The Milan-Cortina 2026 Winter Olympics are proving to be the most viewed Winter Olympics in history, both on mainstream television and digital platforms, with results that, according to the International Olympic Committee, have already eclipsed those of the Paris 2024 Summer Games. During the IOC's daily briefing, Anne-Sophie Voumard, Director General of Television and Marketing Services, declared, "The Olympics are stronger than ever. So far, more than two-thirds of Italians have watched the Games, and we anticipate that this figure, which is currently greater than Paris 2024, will rise further". Italy, the host country, has experienced unprecedented levels of audience engagement. According to published data, the number of hours that Italians viewed of the Milan-Cortina 2026 broadcast exceeded the combined total of the three previous Winter Olympic Games. Italian athletes’ medal wins have also boosted interest and ratings. Significant figures are also coming from France, where total viewership has surpassed 50 million — a notable sign looking ahead, as the country will host the next Winter Olympic Games.