diff --git a/CHANGES/5098.bugfix b/CHANGES/5098.bugfix
new file mode 100644
index 00000000000..0bd27fe7fb8
--- /dev/null
+++ b/CHANGES/5098.bugfix
@@ -0,0 +1,2 @@
+Make `web.run_app()` more responsive to Ctrl+C on Windows for Python < 3.8. It slightly
+increases CPU load as a side effect.
diff --git a/aiohttp/web.py b/aiohttp/web.py
index a5de6fcee54..21522620623 100644
--- a/aiohttp/web.py
+++ b/aiohttp/web.py
@@ -372,8 +372,17 @@ async def _run_app(app: Union[Application, Awaitable[Application]], *,
             names = sorted(str(s.name) for s in runner.sites)
             print("======== Running on {} ========\n"
                   "(Press CTRL+C to quit)".format(', '.join(names)))
+
+        # sleep forever by 1 hour intervals,
+        # on Windows before Python 3.8 wake up every 1 second to handle
+        # Ctrl+C smoothly
+        if sys.platform == "win32" and sys.version_info < 3.8:
+            delay = 1
+        else:
+            delay = 3600
+
         while True:
-            await asyncio.sleep(3600)  # sleep forever by 1 hour intervals
+            await asyncio.sleep(delay)
     finally:
         await runner.cleanup()