Hoping to capitalize on what has been called “the most social” Olympics ever, broadcasters has partnered with major social networks to drive up engagement. Global Web Index data shows that these social networks have significant reach among the Olympic audience.
Facebook tops the table for membership figures but, on visitation and usage, it’s YouTube that moves to prime position. Twitter follows in third, facing tough competition from Facebook-owned Instagram. Elsewhere, one in 4 Olympics Fans are using Snapchat each month (rising to four in 10 among 16-24s, and as many as 6 in 10 in key markets like the US).
With social networks becoming increasingly important hubs for video and news consumption, it’s easy to see why online consumption is now a legitimate rival to broadcast coverage, especially among younger demographics.
