Data from Kolsquare’s report on ‘Paris2024’ has revealed an unprecedented scenario of interactions between athletes, fans and the general public across multiple social networks ahead of the Games.
According to the report, Paris 2024 will be the most digital Games in history. Pundits discovered that the consumption of content is not the same in the past when compared to Paris 2024, and that the demand for content is very high. That we now live in an age of personalised tastes and desires.
Online interaction and massive audiences are a given, and fans have to understand that there is a generational and technological shift if one wants to keep up with the coverage of such an event.
“The way we will consume these games will be very different from the way we have consumed them in the past. We will watch the competitions through streaming and networking. We will see athletes telling their stories on social media more than ever before, and that is fantastic for brands,” says Ana Moyano, social strategist at Kolsquare and the Puromarketing portal.
Unprecedented social media interaction awaits Paris 2024 fans.
However, visualisation is going to be different. It has nothing to do with what it was, and that influences the content and the way it is offered. If before it was a family or group event, with friends, a competition (the national football team match, the 100 metre race…), now everyone has their receiver and consumes what they want, when they want, via streaming or platform.
And what about interaction? Everyone can now interact with an athlete, with those around them, or even with those watching the event live. This was unthinkable a few decades ago.
The data confirms what a seasoned observer can sense. TV consumption is falling exponentially. For example, 3.5 million people watched Rio 2016. 3.02 million watched London 2012. Tokyo 2020 remains special: the pandemic forced changes that had been planned for decades to happen suddenly.
That’s why, according to Puromarketing, 64% of the Games were consumed via platforms and online. The data on the digital interactions of the games was simply spectacular and proved the theory that the scenario had changed: 6.1 billion interactions.
According to previous data, the Beijing Winter Olympics saw 3.2 million interactions through networks. This reinforces the idea that the change in mindset is total and that those who want to succeed in this globalised and changing world will have to deal with these new resources.
Platforms such as TiKTok recorded 2.2 billion video views, according to Puromarketing. The official channels of the Games pointed to 530 million views on Instagram, 459 million on YouTube and 329 million on Facebook, which also leads to a clear conclusion about social networks.
Small entrepreneurs and their followers can now compete with any big brand or media outlet at Paris 2024 Olympics.
In such a polarised universe, no one can set the rules of success. The Olympic Games have arrived in the midst of this scenario, which exists in many other fields, but which has apparently never happened before.
Who would have thought that the opening ceremony would take place on the Seine? Well, thanks to mobile phones and the equipment available, there can now be as many broadcasts as there are people at the event. And when that happens, the interactions can multiply by so many orders of magnitude that it is difficult to
comprehend.
