When the Olympic Games come to an end, beyond the results and the medal table, what remains is something less tangible, but no less important. 

For several weeks, Milano Cortina 2026 brought audiences together across countries, cultures and generations. It created a level of shared attention that is increasingly difficult to achieve in a fragmented media environment. 

This time, however, there is something more we can take away. 

These Games did not simply reach large audiences. They offered a clear demonstration of what public service media uniquely deliver at scale. 

Record audiences, sustained attention 

Across the EBU network, our Members delivered the most watched Winter Olympic Games ever. 

From the opening ceremony through to the final events, audiences reached unprecedented levels. Millions followed the action live, while many more engaged through digital services, highlights, and on-demand coverage. 

What stands out is not only the scale, but the consistency. When major events are made universally available, they do not simply attract attention at key moments. They hold it over time, across platforms and across different audiences. 

At a time when media consumption is increasingly personalized, that kind of shared experience still carries real weight. 

Engagement that extends beyond the moment 

Milano Cortina 2026 also highlighted the depth of engagement that public service media can achieve. 

Audiences did not limit themselves to the headline events. They followed stories across the duration of the Games, discovered new athletes, and engaged with sports that sometimes have little visibility outside of these flagship moments. 

And this is where the value becomes clearer. It is not only about how many people watch at a given moment, but about how far that engagement extends over time. 

The success of an event is not only measured by peak audiences, but by the extent to which it builds lasting connections. Public service media continue to deliver both scale and depth, across linear and digital environments, in a way that supports that longer-term relationship with audiences. 

From Olympic to Paralympic audiences 

This commitment to universality does not end with the Olympic Games. 

For Milano Cortina 2026, a record number of EBU Members and partners also brought the Paralympic Winter Games to audiences across Europe. That in itself is significant. It reflects a shared commitment to ensuring that Paralympic sport is visible and accessible, even as audience levels continue to develop. 

At the same time, innovation remains central to this effort. For the first time, our Eurovision Sport platform also played a complementary role in this year’s Games, broadcasting all six Paralympic sports across its web, app, and connected properties. 

We also worked in collaboration with our technology partner Camb.Ai, providing a new approach to live and on-demand subtitling which helped make coverage more accessible to a wider range of audiences. 

Eurovision Sport provides year-round free access to a wide range of Olympic sports, extending visibility beyond the Games, alongside the work of our Member broadcasters. 

This is an ongoing process. But it points in a clear direction. Public service media are not only maintaining access to major events, they are steadily expanding it. 

Purpose, trust and context 

What distinguishes public service media is not only distribution, but purpose. 

Throughout Milano Cortina 2026, coverage provided context as well as access. It connected global competition with local relevance. It reflected the diversity of audiences and ensured that the Games were available to all. 

This approach builds trust over time. In a media landscape defined by abundance and choice, trust remains one of the most important drivers of sustained engagement. 

A clear signal for the future 

Attention is already shifting to the next major moments in the sporting calendar. This summer’s FIFA World Cup will once again bring together audiences at scale across Europe, with EBU Members ensuring that coverage remains widely accessible and visible across platforms. 

The lessons from Milano Cortina 2026 carry directly into what’s coming. The value of major sporting events is closely linked to their ability to reach entire populations, to remain visible across platforms, and to build meaningful connections with audiences. 

Public service media provide scale. They ensure accessibility. They support long-term audience development. 

Milano Cortina 2026 shows what is possible when these elements are delivered together, at scale, and consistently. That combination is not easily replicated. 

Looking ahead 

Before the Games, we spoke about the importance of public service media at moments like these. Our Milano Cortina 2026 results have now provided a clear picture. 

We’ve shown that large-scale reach and meaningful engagement can still go hand in hand. We’ve shown that universality continues to matter. And we have shown that public service media remain vital to the way major sporting events connect with audiences.