Coverage of Buenos Aires 2018 made the third edition of the Summer Youth Olympic Games (YOG) the most digitally-consumed in the event’s eight-year history.
Digital platforms including BuenosAires2018.com, Olympic.org and olympicchannel.com
attracted 6 million unique users, generating 58 million page views. Some 188 million video views were registered across the Olympic Channel, YouTube and social media platforms, making digital viewership 94 times that of Nanjing 2014.
As part of the #GameChangers campaign that was launched ahead of the Games, athletes and fans were provided with digital tools to curate their own content. Some 122 million users viewed the digital sticker packs, while hundreds of athletes created their own animated GIFs which were seen by 28 million people. To reach new audiences who would not normally consume sport, a team of seven influencers worked with athletes to create engaging content that was seen by 12 million people. Social media coverage of Buenos Aires 2018 also saw significant traffic, with 713 million impressions engaging fans in Games-time content, medal moments, sports action, athlete takeovers, interviews and daily live shows.
Making its Youth Olympic Games debut, the Olympic Channel was the worldwide digital rights-holder for the first time, ensuring global coverage for the YOG. Users from 234 countries and territories visited the Olympic Channel platform during the Games, with the highest viewership coming from the host country of Argentina and 66 per cent of all traffic coming from mobile devices. Live events were a key driver of platform viewership, accounting for approximately 70 per cent of all video views with an average watch time of 8.32 minutes. To ensure that Olympic Channel content was accessible on multiple platforms, distribution was extended to 77 members from within the Olympic family, including International Sports Federations.
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