A total of 2.01 billion unique viewers tuned in to watch coverage from the Olympic Winter Games Beijing 2022 across linear TV and digital platforms, representing a five per cent increase on the audience for the Olympic Winter Games PyeongChang 2018.
Viewers around the world watched a combined 713 billion minutes of Games coverage. An 18 per cent increase compared with PyeongChang 2018, which is underlining the continued appetite for Olympic broadcast coverage in an increasingly fragmented media landscape.
In addition to the significant increases in digital viewing and consumption of broadcast coverage, the Olympics web and app platforms reached 68 million unique users during Beijing 2022 – more than double the reach achieved during the Olympic Winter Games PyeongChang 2018.
Olympic social media handles also achieved an incredible 3.2 billion engagements throughout the Games period, attracting more than 11 million new followers across various platforms.
This resulted in Beijing 2022 becoming the most digitally engaged Olympic Winter Games ever, with new technologies and digital innovations allowing more fans than ever to watch, follow and engage with the Games on a variety of platforms and devices. Indeed, according to the independent research, two out of every three people surveyed followed the Olympic Winter Games Beijing 2022 in some capacity.
In a survey conducted with the athletes participating in Beijing, it was clearly demonstrated that participation in the Games was important to them, with 91 per cent stating their motivation was “to compete at the biggest multi-sports event on earth” and 90 per cent revealing a desire “to represent their country”.
For more information, see the IOC’s Beijing 2022 Marketing Report.