A record 84 percent of the potential global audience* followed the Olympic Games Paris 2024, according to independent research conducted on behalf of the International Olympic Committee (IOC). This equals approximately five billion people, meaning more than half of the world’s population followed the inspirational achievements of Olympic athletes and the magic of the Games, underlining the massive success of Paris 2024.
Unprecedented Digital Engagement
Digital platforms drove exceptional engagement, with an estimated 412 billion interactions from 270 million posts on social media platforms – a 290 percent increase compared to the previous Games. Media Rights-Holders (MRHs) also delivered record-breaking results, with global social media engagements on MRH handles increasing 13-fold compared to the previous Games. Seventy percent of the global audience accessed the Games on both television and digital platforms.
Global audiences watched 28.7 billion hours of Olympic coverage on MRH platforms, representing a 25 percent increase in viewing time. Each viewer watched an average of nine hours, a 20 percent increase compared to the previous Games. In France, 95 percent of the potential audience watched an average of 24 hours of coverage.
IOC Platforms and Social Media Impact
The IOC’s own digital platforms and social handles generated 16.7 billion engagements, a 174 percent increase on the previous Games. Olympic athletes, National Olympic Committees, International Federations, and Organising Committees saw significant benefits, gaining a combined 85 million new followers on social media. Additionally, internet searches related to Olympic sports and the Games increased by 200 percent.
The results were presented to the IOC’s Executive Board in Lausanne, with IOC President Thomas Bach commenting: “Paris 2024 demonstrated the unprecedented global appeal of the Olympic Games. Engagement on social media platforms went through the roof, with a 290 percent increase on the previous edition of the Games. Audiences are following and interacting with the Games like never before, and the Olympic values truly resonate with younger generations. These were Olympic Games of a new era.”
Consumer and Athlete Insights
Consumer insight studies revealed 78 percent of respondents believe the Olympic Games are more important than ever in a divided world. Three out of four people agreed that the IOC succeeded in “bringing the world together in peaceful competition” and “building a better world through sport.”
A brand tracker study conducted in September 2024 indicated that the relevance of the Olympic Games with Gen Z surpassed that of the general population, driven by inspiring athlete stories, social media buzz, and improved accessibility to content.
Paris 2024 was deemed a success by seven out of 10 people, with expectations of a positive legacy. Spectator experience was rated as “excellent” or “good” by 85 percent for ticketed events, 95 percent for free events, and 98 percent for the Marathon Pour Tous. Athletes also responded positively, with 95 percent rating their overall experience favourably, citing “becoming an Olympian” and “competing at the biggest multi-sport event on earth” as core motivations.
The research and surveys were conducted by Nielsen, Ipsos, and Publicis Sport and Entertainment, involving over 55,000 respondents aged 13-65 across 18 countries.
*Potential global audience with access to follow the Olympic Games and over the age of 4 years old.
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