Milano Cortina 2026 Paralympic Winter Games a catalyst for social change
Eight thousand people were surveyed across Australia, Brazil, China, France, Italy, Germany, UK, and USA 04 Sep 2026
The record-breaking Milano Cortina 2026 Paralympic Winter Games served as a major catalyst for social change according to new independent research commissioned by the International Paralympic Committee (IPC) across eight countries.
Published to celebrate six months since the start of the event, the Nielsen Sports study for the IPC found the biggest impact on attitudes was felt amongst those who said they very often or often watched the Milano Cortina 2026 Paralympic Winter Games on television.
As a result of watching the Games, 85 per cent of frequent TV viewers now have a more positive view on the abilities of persons with disabilities. A further 81 per cent indicated they were more supportive of the inclusion of persons with disabilities, and 79 per cent said the Games had positively changed their attitudes towards persons with disabilities.
Milano Cortina 2026 was the most widely broadcast Paralympic Winter Games in history. They were showcased by Media Rights Holders in more than 125 countries, while coverage was available via the IPC website for all remaining countries.
The event achieved a commanding 65 per cent global viewership, with host nation Italy leading the way at an impressive 77 per cent engagement rate.*1
Dr Mike Peters PLY, IPC Chief Executive Officer, said: “The record-breaking success of the Milano Cortina 2026 Paralympic Winter Games is well documented, but what is equally impressive to see, thanks to this new research, is the changing perceptions and attitudes the event triggered globally, especially amongst those who witnessed the Games on television.
“The Paralympic Games is a transformational sport event. Milano Cortina 2026 served as a catalyst to hundreds of millions of Euros being invested by national, regional and city governments into projects that drive accessibility and inclusion. Now we have evidence that the sporting performances of the athletes at the Games prompted audiences to change their attitudes towards persons with disabilities. The ability is to deliver such spectacular social change is what makes the Paralympic Games so unique and so special.”
Following the Paris 2024 Paralympic Games, Nielsen Sports research for the IPC of more than 15,000 people in 11 countries found eight out of 10 (80 per cent) felt the Games made them feel more positive about the abilities of people with disabilities, while 79 per cent stated the Paralympics made them more supportive of the inclusion of persons with disabilities in all areas of society.
As a result of watching coverage of the Paris 2024 Paralympic Games, the number that believe the Paralympic Games show the need to do more to drive social inclusion at all levels of society, grew from 64 per cent pre-Games to 73 per cent post-Games.
Brand awareness
Nielsen Sport’s research also found the Paralympic Winter Games remains one of the world’s most widely recognised sport events. Of those surveyed, 68 per cent said they were aware of the Milano Cortina 2026 Paralympic Winter Games. What this means is that global awareness of the Paralympic Winter Games is greater than many other signature sport events, including the NFL (61 per cent), World Athletics Championships (55 per cent), Rugby World Cup (55 per cent), and UFC (44 per cent).
Pierre-Emmanuel Davin, Nielsen Sports Managing Director Europe & Latam, said: “Our priority was to establish a rigorous, representative research framework across key global markets to capture the true footprint of the Milano Cortina 2026 Paralympic Winter Games. Modern sports measurement is no longer just about calculating audience size; it’s about understanding how major events drive societal impact and shift brand perception. The data clearly demonstrate that expanded broadcast exposure directly translates into measurable attitude shifts toward inclusion, showcasing the immense power and value of Para sport on the world stage.”
The Milano Cortina 2026 Paralympic Winter Games took place between 6-15 March and broke multiple records. They attracted a record 611 athletes from 55 National Paralympic Committees (NPCs) – the most ever at a Paralympic Winter Games. A record 27 NPCs won medals across 79 medal events, and 18 NPCs won at least one gold medal, equalling the record set at PyeongChang 2018. The Games were the most widely broadcast Paralympic Winter Games in history with 20 Media Rights Holders broadcasting the Games to a record 126 countries on their linear free-to-air and Pay TV channels, and streaming, digital, social and audio platforms. In the remaining countries, the global stream will be available on the official Games digital platforms.
The Nielsen Sports research was conducted in Australia, Brazil, China, France, Germany, Italy, UK and USA with 1,000 respondents per country.
*1: Respondents who answered either very often, often, occasionally or rarely to the question how frequently did you follow the Milano Cortina 2026 Paralympic Winter Games on TV, online, news, streaming?
