My family and I watch a little of the Olympics. It's not due to lack of content or interest. It has to do with time.
Still, I love the Olympics. By now, we can understand these athletes have given so much of their body and mind, their lives, to become the best at what they do. They are sort of heroes because of the sacrifices they've made to compete and we deeply hope and pray they can win.
There are athletes in every sport, like the NBA or NFL, who have "a story" but you are able to relate more to athletes in the Olympics. And because they seem a little more human most people are drawn to watch them be superhuman. Does that even make sense? LOL.