Posted: 22 July 2020

Olympics revealed as summer event Brits will miss most

  • New research from TalkTalk reveals the cultural and sporting events Brits are missing most this summer
  • The Olympics, Wimbledon and Euros all feature in top five, but there is optimism they’ll return in 2021
  • TalkTalk compiles list of alternative online entertainment to stream and download in their place

Wednesday 22nd July 2020: After months of disruption for the sports and entertainment sectors, new research released today has revealed which events Brits are missing the most this summer.  

The study, commissioned by connectivity provider TalkTalk, shows that of the events cancelled or postponed due to the Covid-19 pandemic, watching the Tokyo Olympics on TV is what we will miss the most, with over a third (36%) saying they were planning on tuning in.

This is closely followed by Wimbledon, with 31% of Brits having planned on watching it before the famous tennis tournament was cancelled. Third is live music concerts, with a quarter of Brits (24%) left disappointed as plans to watch their favourite artists were scuppered. 

A further 24% are upset they will have to wait until 2021 to watch the home nations in action at the European Football Championships (24%), while one in five (19%) won’t be able to follow through with plans to attend the theatre this summer.

Other institutions of the British summer calendar that the public is gutted to be missing out on this year include the Eurovision Song Contest (17%), Glastonbury (13%), The Chelsea Flower Show (13%), and Love Island (10%).

After a summer of disruption, many iconic events and shows have been made available to stream online. Virtual events, digital networks and online social activities have helped many people to connect with the things they love from the safety of their home during this difficult period. So much so that 93% of Brits think having a fast, reliable internet connection in their home is important. 

The internet has played a critical role in keeping people working, learning, and entertained during lockdown and the need for reliable connectivity has never been greater. Now even more exciting things are available online and TalkTalk’s fast, reliable fibre packages make it easier than ever to enjoy all that the internet has to offer.

With a fifth (21%) of Brits saying it’s a family tradition to watch these cultural and sporting events, TalkTalk has compiled list of alterative entertainment to enjoy online instead. A fast, reliable broadband connection typically provides the best viewing experience when streaming or downloading content.

Stream your summer with:

  • Olympics: Olympic Rewind episodes are available on the BBC Sport website, starting with the 2008 Beijing Games
  • Wimbledon: BBC iPlayer is hosting a selection of the best Wimbledon matches from down the years, including the legendary 2008 men’s final between Roger Federer and Rafael Nadal
  • Live Music: The Royal Albert Hall is streaming a series of live concerts on its website as part of its Royal Albert Home series, while Notting Hill Carnival has announced live music and performances will be streamed on their website across the August bank holiday weekend
  • European Football Championships: ITV Hub is hosting all games from Euro 96, but England fans better prepare themselves for tears
  • Live Theatre: Disney+ is streaming legendary musical Hamilton

Sian Doyle, Consumer Managing Director at TalkTalk, said: “The summer is always a special time of year and this study shows just how much the regular line up of cultural and sporting events will be missed. With so much amazing content now available online, it’s never been more important to have a fast, reliable internet connection at home.”

“That’s why TalkTalk’s fibre packages are totally unlimited, with no usage caps, extra charges or speed reductions, even at peak times. This means our customers are able to stream as much online content as they like - at industry leading fibre broadband speeds* – all summer long.”

Despite the widespread cancellation and postponements, it appears the British public is optimistic that many of its favourite sporting events will return in 2021. Less than a quarter (24%) think the Olympics won’t go ahead next year, and that figure drops to just over one in ten for Wimbledon (14%) and the Euros (13%).




Fly Research study of 1000 participants, July 2020

Top 10 cultural and sporting events Brits planned to watch this summer:

1.         Olympics (36%)

2.         Wimbledon (31%)

3.         Live music concerts (24%)

4.         European Football Championships (24%)

5.         Live theatre (19%)

6.         Eurovision song contest (17%)

7.         Paralympics (15%)

8.         Glastonbury (13%)

9.         Chelsea flower show (11%)

10.       Love Island (10%)

*Ofcom’s 2020 UK Home Broadband Performance Report showed that on any given 24 hour period TalkTalk has the fastest average download speeds on both its Faster Fibre and Superfast Fibre broadband versus BT, Sky, Plusnet and Vodafone.

For more information on TalkTalk Fibre Broadband: