I thought about it a lot and came to the conclusion that popularity of the sport in a particular country directly correlate to champions produced by this country and pretty much nothing else. I have been trying in vain to involve my Irish friends into watching FS for ages but all I hear is this: well we used to watch FS when there were Torvill & Dean and then we kinda lost interest.
And then we have Japan, China, Russia, and lately Spain
I wouldn't say nothing else. I think beauty, drama and personalities factor a lot into it too. Figure skating is just a very complicated and detailed sport that is tough for people to learn as casual viewers so audiences gravitate to the parts they can easily relate to such as music. It is a challenge but I think marketing the sport in the right way can grow the fanbase. I think it would have to include more varieties of popular music to be used in programs to pique the interests of younger viewers.