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Why Early Ratings at the 2026 Milano Cortina Winter Olympics Signal More Than Just Medal Fever

A 13.8% peak rating in the opening week of the 2026 Winter Games is not simply a reflection of athletic success. It reveals how national attention reorganizes itself around moments of collective tension. Even with an eight-hour time difference separating Korea from Italy, audiences gathered in surprising numbers. That convergence suggests something deeper than convenience: the Olympics remain on..

The 2026 Winter Olympics are approaching at a moment when global sports consumption has become increasingly fragmented. Highlights circulate faster than live broadcasts, and major events are often experienced secondhand through clips rather than shared real time. Against that backdrop, the Games in northern Italy present Korean viewers with a quiet challenge: participation now requires intention..