Sure, this is one night affair, but people like to watch the spectacle together in groups: families, friends, or just bar customers of the particular bar.
People discuss the contest in the media and in private every year. It's a non-sport spectacle with largest audience in the history of planet.
It can be really fun and epic TV show. I particularly liked 2011 opening of the final .
The Swedish eliminations are worthy sideshow by itself.
BTW, it's much better to watch whole show than just one or two competing songs.
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