In mid-June, NBCUniversal made a big announcement about partnering with Meta, Overtime, Snapchat, TikTok, and YouTube to send 27 influencers to the 2024 Paris Olympics. These influencers included big names like Kai Cenat, Daniel Macdonald, and Zhongni “Zhong” Zhu, who have millions of followers. The goal was to engage Gen Z and Gen Alpha members and get them interested in the Games. However, this plan didn’t quite work out as expected. Despite the hype generated by outlets like The New York Times and Bloomberg, consumers and advertisers didn’t seem to respond well to NBCUniversal’s “Paris Creators Collective.”
What caught the public’s attention instead was content from athlete creators like USA rugby team star Ilona Maher and Norwegian swimmer Henrik Christiansen. Maher gained almost 2 million new followers with her witty fit checks and references to the “Olympic Villa,” while Christiansen became famous for his love of a chocolate muffin in the Olympic Village. Fans also enjoyed national kit unboxing videos made by athletes worldwide.
People were also drawn to hip figures like Olympic shooters Kim Yeji and Yusuf Dikeç, and American gymnast Stephen Nedoroscik. Additionally, Snoop Dogg’s commentary during the Olympics was highly valued by viewers. However, the videos posted by NBC’s influencers didn’t seem to resonate or go viral. This could be due to restrictions on posting videos of actual events.
While these influencers tried to share content from the venues, their reactions, meals, and outfits, the videos felt lacking compared to what viewers were seeing from athletes. Christine Tran, a digital media scholar, pointed out that viewers are drawn to athletes’ content because they showcase exceptional skills that viewers can’t relate to influencers’ everyday activities.
Despite the underwhelming response to the influencers, viewership for the Olympics was up significantly. Peacock’s streaming numbers soared, NBC Sports’ social media channels gained 2 million new followers, and the company’s YouTube channel saw a massive increase in views. The success of these Games has NBC feeling confident about engaging audiences across various platforms.
Looking ahead, athletes are expected to capitalize on their newfound popularity post-Olympics. Out2Win reported a collective gain of 113 billion followers among competitors after the Tokyo Games. Athletes like Maher are already being offered magazine covers and TV appearances, with potential opportunities on platforms like Cameo. However, the landscape could change by the 2028 Summer Olympics in Los Angeles, where the influence of marquee influencers may overshadow the effectiveness of NBC’s current strategy.
As NBCUniversal holds the rights to the Olympics through 2032, their focus is on attracting younger viewers to boost ratings. More content means more eyes on the Games, which is crucial for the network’s long-term success. The evolving digital landscape will continue to shape how NBC engages with audiences in future Olympics, ensuring that the Games remain a key event for viewers worldwide.
