Are Niche Olympic Sports the Next Social Sensation?

Hey sports fans! 

This summer is jam-packed with thrilling sporting events, including the Paris 2024 Summer Olympic Games and UEFA Euro 2024. Gen Z are 23% more likely to use social media to post, read about or watch coverage of Euro 2024*. So, get ready to join the conversation and dive into the excitement.

*GWI UEFA Euro 2024 Zeitgeist, May 2024. Index vs gen pop.

IN THE SPOTLIGHT | GET READY FOR THE 2024 SUMMER GAMES

According to new research from TikTok, nearly 9 in 10 users are gearing up to catch the 2024 Summer Games. And guess what? You’re just as likely to watch the Games on TikTok (58%) as on live TV (57%). 

Remember 2021 when #Olympics blew up with over 3.5 billion video views? The buzz started before the Opening Ceremony and continued for a month after the Closing Ceremony. And this year’s Games are already generating excitement. Data from Tubular shows that in March, cross-platform views about the 2024 Paris Olympics reached 9.5 million and soared to 19.8 million in April, a 105% increase in just one month.

The Games are all about connection, with 61% feeling a strong sense of community with other sports fans on TikTok. Top events to watch are football (soccer), basketball, aquatics, gymnastics and track and field. Newer sports making a splash include #OlympicSkateboarding (17.7M views), #OlympicClimbing (6.3M views), #SurfingOlympics (513.2M views) and #Breakdancing (246M views)*

Diving into these sports communities, especially niche ones like breakdancing and surfing, is a great way to connect and engage with new fans.

*TikTok global internal data, Global, June 2023

TRENDS + INSIGHTS |  SPORTS ON SOCIAL: THE NEW MVP

Here’s an exciting tidbit: Data from GWI shows that using social media to watch sports has skyrocketed by 33% in the US since Q1 2022. Why the surge? It’s all about saving time, dodging broadcasting and time zone hassles and diving into the lively conversations around the action.

Live sports events are also scoring big on social media and this trend is set to continue. Our favourite platforms can serve up extra content like behind-the-scenes footage which 1 in 5 sports fans say makes the live viewing experience even more thrilling.

TRENDS + INSIGHTS | GAME-CHANGING INSIGHTS

Tubular’s recent chat with beIN SPORTS uncovered some interesting takeaways:

1. UGC Freedom: When analysing competitors, don’t forget to include creators making user-generated content (UGC). These creators often have more freedom with their content, which can offer fresh perspectives and ideas.
2. Long vs. Short-Form Content: Using Tubular’s V30 metric (views within the first 30 days), beIN SPORTS found that long-form interviews keep gaining views even after 30, 60 and 90 days. In contrast, short-form video highlights get a quick spike in views but taper off after a few days. It’s a good idea to balance both types for sustained engagement.
3. Local Preferences Matter: Always consider where your fans are located. Different regions have different preferences and expectations, so tailoring your content to meet these local tastes can make a big difference.

Ralph’s here for the Sports hype. Here's some we made earlier:

• Sir Alex Ferguson: Never Give In | Universal Documentaries 
• Bend It Like Beckham x Euros 2024 | Sky TV
• Kipchoge: The Last Milestone | Universal Documentaries

Thanks for reading! Feel free to subscribe and share if you find this interesting, useful or inspiring. See you in the next edition.

The Ralph Team