Abstract
A survey of 2,296 people from 6 nations (Canada, China, Germany, Japan, Sweden, and the United States) deciphered uses and gratifications for consuming content on a variety of media platforms during the 2018 Pyeongchang Winter Olympic Games. Results indicate that media diets significantly differed by platform and device, all 16 uses and gratifications were significantly different by nation, and the 2 inverse predictors of Olympic media consumption relate to the desire to interact (companionship and relationship building), whereas none of the 4 direct predictors (entertainment, arousal, competition, and Schwabism) pertained to interpersonal aims. Findings bifurcated by media platform as well; for instance, the inverse predictor of smartphone use—passing time—was a direct predictor of television use. Moreover, relationship building and habitual use were direct predictors of tablet use for Olympic consumption yet were both inverse predictors within the television realm. Implications for uses and gratifications and cross-nation media research are advanced.
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