The Olympics are now in full swing, with wall to wall coverage, yet it seems not as many people are watching them overseas.

Over in the all-important US market, ratings for the opening ceremony dropped by 36 percent compared to Rio 2016.

There are several factors thought to be behind this, but should Olympic officials be concerned?

Senior TV editor at Variety Brian Steinberg joined Kate Hawkesby from New York and said the multitude of viewing options available these days makes it hard for broadcasters to pin consumers to one medium.

“People are watching TV as they see fit, there are dozens and dozens of Olympics streams.”

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