According to research from Ofcom, at least 38 million Brits will watch some of the London Olympic and Paralympic Games on television, mostly via host broadcaster the BBC, which has pledged to show more than 2,500 hours of live coverage.
But the regulator also found that a quarter of working people in Britain intend to follow the Games during office hours, either via live video streams or radio commentary.
Ofcom said that new technology is having an impact on how people watch sporting coverage, particularly with the proliferation of web-connected devices, such as smartphones and tablets.
More than half (53%) of adults surveyed agreed that the emergence of such devices will make accessing the coverage easier, while around a fifth (19%) said that they were likely to follow the action on different devices.
The BBC has said that it will make 24 live high-definition streams available to viewers on digital TV platforms, connected TV sets and mobile devices such as Apple's iPhone.
Other new technology will play a part in the way people follow London 2012, as a quarter of respondents intended to use social networking sites such as Facebook and Twitter to keep track of aspects such as results and medal tables.
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Sky will provide a platform for the BBC's TV coverage and 24 live video streams during the Games, as well as offering the more than 100 hours of 3D action supplied by pay-TV rights holder Eurosport.
The broadcaster will also make the Olympics coverage available on multiple devices via Sky Go.
Research by the satellite broadcaster has indicated multiscreen viewing will play a big part in the people's Olympic viewing experience, particularly due to the sheer scale of events and information to consume.
Sky found that more than 50% of people now regularly use two screens at the same time, but over one in five uses three screens or more, rising to one in three for 18- to 24-year-olds.
Tablet devices such as Apple's iPad were used at the same time as watching the television by one in five people, while 50% of viewers have watched TV while using a laptop.
The average person will watch four hours of sport every week in July, but 10% will watch 11 hours a week, according to Sky.
Dave Gibbs, the director of mobile applications at Sky, said that the television is still the "main screen", but is certainly not the only way that people want to see content.
"Delivering any sport, whether it is golf, cricket, F1 or football, provides multiple challenges. We are no longer a broadcaster which provides content via satellite to a TV screen in a living room," he told Digital Spy.
"The TV screen is still the main screen, but we also have to provide content to iPhones, tablets and other devices, PCs, Macs, interactive TV boxes, Xboxes, games consoles, and that list will grow over time.
"That throws up a number of technical challenges because customers want content on other screens and they want the same quality. So we are constantly having to evolve that product."
Gibbs said that Sky has invested heavily in its Sky Broadband service and WiFi through The Cloud to offer customers options to get a good-quality video streaming experience.
However, he noted that unlike a satellite television signal, the quality of online video delivered is "not all within our control".
Sky has already seen strong uptake of its Sky Go service since it replaced Sky Mobile TV and the online Sky Player.
During the recent blockbuster Manchester derby in the Premier League, around 4m people viewed the game at home or in a pub, but an additional 250,000 tuned in via Sky Go.
"That was a huge number but it was also a revelation, because it showed a lot of people chose to watch the content on another device," said Gibbs. "The next best thing to being there is the TV, but after that it's the next biggest screen."
For example, Sky's debut year as a Formula One broadcaster has seen the company revamp its Sky Sports iPad app to offer multiple video streams of the coverage, along with additional real-time information.
"So the race is on the main screen and then they are using the apps or web services as companion tools, either to view different views, so to speak, in the pit lane, or the car tracker, or the in-car view, or they are using it to catch up on stuff that they have missed," he said.
"We are cutting real-time highlights that cover the whole story of the race, so people can catch up. We have also integrated social media, but it's about cutting through the 'social noise' to get to the gold."
Many people will be using multi-platform during London 2012 to keep track of the action while they are at work, and Gibbs is confident that Sky - despite not being the rights holder to the Games - can help service this need.
"We have been doing this for a good few years now. We know how to target an audience through the day. If you look at a four- or five-day Test match, or the Ryder Cup, they attract audiences that are in different places at different times," he explained.
"For a cricket match, people will be on their way to work, they will be at work and then they will be at home at the weekends. So we have to target the user with the right screen at the right time."