The 2016 Rio Olympics have proven to be the sporting spectacle they promised to be, spawning a new generation of stars and cementing the legendary status of others.
But while world records have tumbled and marriage proposals made, broadcasters have had a hard time keeping audiences glued to their screens.
Nielsen ratings show that U.S. television viewership numbers for the 2016 Games have paled in comparison to earlier editions of the games. Opening ceremony numbers for Rio stood at 27.26 million compared with the 40.65 million that tuned in to the 2012 London Games - a 32 percent dip. Daily U.S. television audiences, which averaged around 33 million at the 2012 Games, now stand at 27.9 million.
While viewership numbers in other regions weren't immediately available, U.S. data reflect a global push away from television sets as millions of consumers embrace smartphones and tablets, analysts say. This is especially true for millennials, commonly defined as those aged between 16 to 35 years old.
A global viewing habits report from Euromonitor earlier this month highlighted that audiences no longer watched sports just on their televisions.
Laptops, tablets and smartphones have become the go-to devices for viewers to access content, Euromonitor said.
Traditional broadcasters are only just starting to pay attention to these changes in media consumption patterns and many have taken their first steps into digital territory.