The Olympic Committee Intends to Boost Athletes' Social Media Presence Following 8 Billion Engagements at the Paris Games, Anticipating a Surge in L.A.
The 2024 Summer Olympics in Paris saw a remarkable surge in digital consumption, with athletes taking centre stage as the primary content creators. According to Jérome Parmentier, the International Olympic Committee's (IOC) Vice-President of Media Rights and Content Partnerships, athletes in Paris generated a staggering 8 billion social engagements.
During a panel at the IMGxRedBird Summit in the U.K., entitled "The Next Billion Fans," Parmentier emphasised that social media is now "completely embedded" into sports. The online audience is expected to continue growing, with the Winter Olympics in Cortina and the next Olympics in L.A. predicted to see even more digital consumption.
In previous games, athletes were effectively banned from creating content during the Olympics. Just over a decade ago, Tom Daley, the British Olympic champion diver, recalled that in 2008 and 2012, athletes were not allowed to take video content inside the Olympic Village and post it online, and taking photos required strict, explicit permission. However, times have changed, and the IOC has scrapped these rules to "empower athletes to do more and to grow their social following, because there is an economic opportunity through that."
The Paris Olympics saw a surge in viewing on digital platforms compared to previous games, thanks to the ramped up coverage efforts across YouTube, Peacock, Discovery+, and Max. Off-pitch content made by athletes also played a significant role in attracting more viewers than ever before.
One athlete who made a splash was Henrik Christiansen, a Norwegian swimmer, who went viral for his enthusiastic TikTok videos about the Olympic Village muffins. With approximately 10,000 athletes who come to the Olympic Village and are active on social media, the Paris Olympics provided a wealth of behind-the-scenes authenticity and distinct personal touches to the overall Olympics story.
Athletes are now considered the No. 1 creators at an Olympic Games. The surge in videos made by Olympic athletes adds a unique and engaging element to the Olympic experience, offering fans a glimpse into the lives of their favourite athletes beyond the sporting events.
With the rise of social media, athletes have become more accessible and relatable, bridging the gap between fans and competitors. As the digital landscape continues to evolve, it's clear that athletes will continue to play a significant role in shaping the future of sports and entertainment.
Read also:
- Late-night host Lawrence O'Donnell responds to Jimmy Kimmel's departure with a discussion on a subject "Donald Trump doesn't wish us to examine"
- EU Member States cast their decisions
- Eighteen-Year-Old Speaks Out Against Lowering Voting Age to Sixteen
- King Charles's body language analyst dissects signs of apparent 'impatience' exhibited by Charles towards Trump
