The Digital Games: How Milano Cortina Has Reinvented The $3 Billion Olympic Broadcast

Forbes Business

by Sam Leveridge, Contributor

February 22, 2026

AI-Generated Deep Dive Summary

The Milano Cortina 2026 Winter Olympic Games have revolutionized the way sports events are broadcasted and consumed digitally. By investing heavily in cutting-edge technology, the organizers have redefined traditional broadcasting models, making the $3 billion industry more accessible, interactive, and engaging than ever before. This shift not only enhances fan experiences but also opens new opportunities for broadcasters to adapt to changing viewer preferences. One of the key innovations introduced by Milano Cortina is the use of advanced digital platforms that allow fans to customize their viewing experience. Unlike traditional linear broadcasts, viewers can now access multiple angles, real-time data, and interactive content simultaneously. The integration of AI-driven recommendations ensures personalized experiences, catering to individual interests and preferences. Additionally, the games are being streamed in 4K ultra-high definition, providing unparalleled clarity and immersion. This digital transformation also addresses the declining traditional TV viewership by attracting a younger, tech-savvy audience. By leveraging social media, virtual reality (VR), and augmented reality (AR) technologies, Milano Cortina has created immersive experiences that go beyond mere spectatorship. For instance, fans can now explore virtual replicas of venues or interact with athletes in real-time through live chat features. From a business perspective, this reinvention of broadcasting models offers cost efficiencies and new revenue streams for broadcasters. By reducing reliance on expensive satellite transmissions and embracing digital distribution, organizers can reach global audiences more affordably. The integration of data analytics also allows sponsors to target specific demographics effectively, maximizing ROI. Ultimately, the innovations introduced by Milano Cortina set a precedent for future sporting events. By prioritizing technology and audience engagement, the games demonstrate how traditional industries can evolve to meet modern demands. This approach not only enhances viewer satisfaction but also positions digital broadcasting as a key driver of innovation in sports media.

Verticals

businessfinance

Originally published on Forbes Business on 2/22/2026