35 per cent of people watching the 23^rd Winter Olympic Games are doing so online, while fans of the Games spend an average of 2 hours 24 minutes a day on social media.

According to a survey of 30,755 Winter Olympics fans, conducted by GlobalWebIndex, YouTube is the most used platform by viewers of the Games, with 89 per cent of respondents saying they use the video sharing site. This is followed by Facebook at 83 per cent of respondents.

Almost a quarter of those surveyed said they watch a sports video or clip on YouTube each month, compared to 20 per cent watching something sport-related on Facebook Live.

On the other hand, platforms less associated with live video streaming don’t get as much interest from fans of the Winter Olympics. The study found that Instagram is only visited by 54 per cent of respondents each month, while Twitter only gets attention from 52 per cent.

GlobalWebIndex research also found that 90 per cent of Winter Olympics viewers are using another device while watching TV, with 13 per cent saying they have commented about a sports event on Facebook monthly, presenting opportunities for advertisers.

Furthermore, 28 per cent of fans are looking specifically at products when they are second screening, and 50 per cent are chatting with friends.