I grew up in a different country--not the US, China or Russia. We typically hope to get a half dozen medals and a gold would be a Big Deal.
As a result, if you turn on the TV, you get random coverage of any of the hundreds of individual competitions. Modern pentathlon! The one where they jump on a trampoline! Handball!
There are so many sports that it's non-stop coverage. Also, because it's live, whenever someone from your home country has a chance to medal it's a big deal: everyone stops doing what they are doing to watch TV. Collectively. It's an "event".
It's really fun and--this is key-- emotional. Not just to watch your country medal but all of the other sports, winners, losers, etc.
In the US the TV coverage is garbage. It's 100% US-centric, which would be excusable (if shortsighted, because it's less fun and emotional). Worse, it's not even live, which makes it less special. And they don't show any sports where the US isn't competitive, which makes it less novel and fun.