In response to declining viewership, Japanese broadcasters are shortening the airtime of Olympic competitions. The decision to reduce live broadcasting hours is significantly impacting competitive sports. This comes amid debates over the media's responsibilities and obligations to the public vs. their commercial interests.

Japanese audiences traditionally place high value on live sports coverage, particularly their Olympic teams. However, as viewing habits shift with the advent of new media platforms, the decisions of TV broadcasters are under more scrutiny than ever. National pride and support for their athletes are in the balance against modern media trends.

In the US or EU, similar sports broadcasting scenarios are happening. However, media companies there have more diversified revenue streams from subscribers and online platforms. Cutbacks are currently more prevalent in Japan due to a slower move toward online sports broadcasting.