At the daily press briefing on 28th July, the IOC reported that the IOC digital platforms are on ‘record pace’, with ’50m people’ engaging with content since the start of the Games, which is ‘double compared to Rio 2016’. The IOC Olympic app has been trending where there have been 2 billion engagements, across 9 languages.
The platform TikTok is doing especially well, where the hashtag #OlympicSpirit has invited people to share their Olympic passion. Over 1.4b video views have been seen and the Instagram engagement is 12 times its average. Skateboarding is being very successful with 1m people engaged through the Olympics web and app and geographic areas of USA, India, and Japan are showing the largest traffic.
YouTube has around 20m views, which is 8 times its previous levels and there is a sense that people want to hear the ‘voice of the athletes’ with this kind of content doing especially well.