Poll: Winter Olympics draw interest from 40% of 'non-sports' fans

Field Level Media|published: Thu 19th February, 16:17 2026

Feb 6, 2026; Milan, ITALY; Dancers perform during the Olympic rings segment during the Opening Ceremony for the Milano Cortina 2026 Olympic Winter Games at Milano San Siro Olympic Stadium. Mandatory Credit: Amber Searls-Imagn Images

The Winter Games draw interest from 40% of people who consider themselves "non-sports" fans while also serving to create new sports fans overall, according to a poll conducted by Edison Research.

The SSRS Sports Poll has captured interest in the Olympics compared to other professional and collegiate sports leagues among United States audiences for the past 30 years. The results based on polling throughout 2025 show that the Winter Games generate interest from a wider range of people while also serving as an "important factor to becoming a sports fan in the first place."

According to the poll, along with 40% of those who consider themselves non-sports fans, the Winter Olympics have drawn interest from more than 60% of "light" sports fans. That is well ahead of other sports including the NFL at around 50% and MLB at 40%, followed by the NBA, college football, college basketball and the NHL.

In 2021, the SSRS Opinion Panel found that 68% of Americans aged 12+ said the Olympics played an important role in them first becoming sports fans in general.

SSRS acquired Edison in October 2025.

--Field Level Media