Sports 5 min read By Arthur Ellington
LA 2028 Olympics Must Surpass Paris as Biggest TV Event Ever, Says OBS Chief
The Olympic Broadcasting Service is targeting Los Angeles 2028 as the biggest television event in history, building on the record-breaking success of Paris 2024.
The Olympic Broadcasting Service (OBS) has set its sights on making the Los Angeles 2028 Olympics the most-watched television event ever, surpassing the record-breaking audience figures achieved during the Paris 2024 Games. The organisation's chief executive said the Paris Games, which drew massive audiences across traditional broadcast and streaming platforms, represent only a starting point for the scale of coverage planned for Los Angeles.
Paris 2024 was widely regarded as a landmark moment for Olympic broadcasting, with millions of viewers tuning in globally across free-to-air, pay-TV and digital platforms. The success has raised expectations for the next Summer Games, which will be held in the United States, a market that traditionally delivers some of the highest advertising revenues and viewing figures in global sport. OBS, which produces and distributes the international feed for every Olympic event, is now preparing to expand its technical and editorial operation to meet that challenge.
The chief executive's comments underline the growing importance of streaming and digital distribution in the Olympic media strategy. While traditional television remains the primary driver of audience numbers, the Paris Games demonstrated that online platforms can significantly extend the reach of the event, particularly among younger viewers who increasingly consume sport on demand. Los Angeles 2028 is expected to accelerate that trend, with OBS planning to deliver more customised feeds, enhanced data services and interactive features than ever before.
The Los Angeles Games will also benefit from a favourable time zone for American audiences, a factor that could boost domestic viewing figures and advertising income. The United States is the largest single market for Olympic broadcasting rights, and NBCUniversal, which holds the rights through 2032, has already signalled its intention to make the event a centrepiece of its programming strategy. A strong performance in Los Angeles would strengthen the case for continued heavy investment in Olympic media rights globally.
However, the ambition to outstrip Paris is not without challenges. The media landscape is fragmenting, with audiences spread across an ever-growing number of platforms and devices. OBS will need to balance the demands of traditional broadcasters with the expectations of digital-first viewers, while ensuring that the technical complexity of producing thousands of hours of live content does not compromise quality. The organisation has already begun recruiting and training staff for Los Angeles, and is working closely with the International Olympic Committee and local organisers on infrastructure and venue planning.
The Paris Games set a high bar not only in audience numbers but also in production values, with innovations such as cinematic camera angles, real-time data overlays and immersive audio enhancing the viewer experience. OBS is expected to build on these advances in Los Angeles, potentially incorporating new technologies such as artificial intelligence for automated highlights and personalised content delivery. The chief executive's remarks suggest that the organisation views the 2028 Games as an opportunity to redefine what a global sporting event can look like on screen.
For the Olympic movement, the stakes are significant. Broadcasting revenues are a vital source of income for the International Olympic Committee and help fund the Games, athlete support and grassroots sport worldwide. A successful Los Angeles 2028 broadcast would not only cement the Olympics' status as the world's premier sporting event but also provide a financial foundation for future editions. The coming months will see OBS finalise its production plans and begin the technical build-up that will culminate in the opening ceremony at the Los Angeles Memorial Coliseum in July 2028.
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