NBC's approach to covering the 2024 Paris Olympics was all about embracing social media and video content. Hub shared new data from Maverix Research and Insights’ Media Identity Graph (MIDG) that revealed how audiences–especially younger audiences–are moving away from traditional viewing to social media and video, and how the share of aggregate watch time is shifting because of this. The preference for social video over SVOD has grown steadily, with social video accounting for 62.2% of watch time in 2024, compared to 35.2% for SVOD.
NBC’s goal was clearly to meet audiences where they were, creating a blueprint for how brands should market live events moving forward. For Olympics coverage, they focused on engaging audiences across platforms like Facebook, YouTube, X (Twitter), TikTok, and Instagram. By delivering real-time video content, NBC made sure viewers could catch Olympic moments as they happened, meeting the modern demand for instant updates. "Find what satisfies you, and as long as you're with us in some form on some platform, it's a success," said Molly Solomon, executive producer and president of NBC Olympics Production.
This approach specifically targeted Millennials and Gen Z, whose viewing habits highlighted the need for this strategy. Millennials’ total watch time per day increased from 12.06 hours in 2022 to 14.12 hours in 2024, while Gen Z’s watch time rose from 8.73 hours to 9.69 hours over the same period. More specifically, social video watch time among Millennials increased 17% since 2022, with Gen Z showing 11% growth in the same period, while viewing to SVODs stayed flat/ declined slightly.
Another major part of NBC’s strategy focused on teaming up with Olympic athletes, which boosted social media reach and engagement for both NBC and the athletes. Stars like Ilona Maher and Freddy Richard created exclusive behind-the-scenes content, live Q&A sessions, and personalized video messages with NBC. These collaborations made the athletes more relatable and helped fans connect with both the athletes and their sports, like Women’s Rugby and Men’s Gymnastics. Freddy Richard, for example, used his growing platform to inspire young Black boys to become gymnasts.
Besides Maher and Richard, NBC also worked with A-listers like Simone Biles, Katie Ledecky, and Noah Lyles, who did takeovers on NBC’s social media channels for a day, sharing their unique perspectives and directly engaging with fans. Due to these efforts, the NBC Olympics account has reached 2M followers on Instagram and 4.3M on TikTok. Speaking of TikTok, the platform has seen remarkable YOY growth in watch time among both Millennials (54%) and Gen Z (15%), fully validating a shift in how younger audiences prefer to consume content.
NBC’s use of social media for the 2024 Paris Olympics shows just how much the media landscape is shifting towards social video. This strategy is not only about capturing viewers; it’s packed with insights for brands and advertisers trying to navigate this new terrain. As the media world keeps evolving, NBC's approach provides a solid blueprint for future live event coverage and content delivery that others can and should follow. By understanding and adapting to the changing habits of Millennials and Gen Z, NBC is positioning themselves as a forward-thinking media powerhouse. This proactive approach keeps them relevant and influential in our ever-evolving digital landscape, offering lessons that go way beyond Olympic coverage.
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