Reimagining the Olympics, and live sports, for a new generation

The world’s eyes may have been on the Seine River for this year’s Olympic opening ceremony, but one of the Games’ most defining moments so far arguably happened 10,000 miles away, in French Polynesia.

A lone surfer was photographed seemingly floating in the sky as he finished his run at Tahiti’s Teahupo’o, one of the surfing world’s most iconic waves. Predictably, a media frenzy ensued.

But what is so notable about this shot wasn’t just that it captured a fleeting, beautiful moment from one of the newest Olympic sports.

It’s a snapshot of the competition at a moment of reinvention. The Games are adding new sports like surfing, skateboarding, speed climbing and 3-on-3 basketball. They are leaning into streaming distribution and programmatic advertising. And they’re telling stories that appeal to a critical younger demographic — Gen Z — whose media preferences are set to redefine the global sports industry in the years to come.

A YouGov survey last year showed that only 31% and 22% of sports fans aged 18 to 24 watched live sports online or on streaming services in the last 30 days, respectively. Broadening the time horizon tells a different story: YPulse data shared by Antonin Ficatier, editorial director for Western Europe at the research firm, shows that 84% of 13- to 22-year-olds surveyed in North America and Western Europe have watched broadcast sporting events on-screen during the year.

This year’s Olympics take note of these statistics with an optimistic view: It’s not that younger people aren’t as interested in live sports, as the YouGov survey seems to suggest. Indeed, going by the stratospheric multiyear media rights deals being struck by some of the world’s top sports leagues, interest in live sports may well be at an all-time high.

What’s changing is what Gen Z wants from live sports compared to previous generations, and the 2024 Olympics is a case study in how live sports are evolving to cater to them.

“It’s important to understand that Gen Z loves sports and watching sports, but they’re just watching them differently compared to previous generations,” says Ficatier.

What Gen Z wants from live sports

Under Gen Z’s influence, the realm of types of sports, worthy of a truly global media stage, is expanding.

This year’s Games feature breakdancing, sport climbing, skateboarding and surfing, with organizers pointing out that these events boast a close association with young people, relatively low entry barriers and a strong community aspect. Samsung, an Olympic Partner, is among the brands latching on to these new disciplines.

The choice of locations is also telling: From breakdancing and skateboarding in urban Place de la Concorde, to beach volleyball in the shadow of the Eiffel Tower, to triathlon athletes swimming in the Seine to surfing in French Polynesia, this year’s Olympics may just sport the coolest — and most photogenic — venues yet.

Another key point is that Gen Z wants to see their values reflected in the sports they watch. Paris 2024 will aim for gender parity in its events. Female skateboarders like Brazil’s Rayssa Leal have already been winning plaudits, in addition to medals.

“There has been a tangible positive impact from the rise of women’s sports recently that is manifesting within these Olympics Games through gender equality,” says Dan Conti, head of sports marketing at media agency PMG.

What’s more, a record number of countries will broadcast the Paralympic Games this year. Some brands are already investing in Paralympians: Kim Kardashian’s Skims ran a campaign featuring Jessica Long from Team USA. “Gen Z is bringing their values of diversity and representation to the type of sports events they want to watch on-screen,” says Ficatier.

Mental health is also taking center stage. With the likes of gymnast Simone Biles and tennis player Naomi Osaka calling attention to mental health struggles among elite athletes, this year the Games will have a 24/7 helpline, a “mentally fit” zone in the Olympic village and even AI that patrols social media for abusive comments

How Gen Z watches live sports

Gen Z’s propensity for watching on multiple screens simultaneously will be catered to by the Games’ media rights holders, especially Peacock in the U.S.

To make sense of the massive event, Peacock introduced the “Gold Zone,” which shows selected big moments happening across the sprawling Olympics schedule. It also launched Discovery Multiview, which offers a four-view viewing experience with real-time on-screen descriptions about a specific event’s significance.

These innovations should help keep audiences glued to their (big) screens, although in the case of Gen Z, some “second screening” is likely inevitable.

“‘Second screening’ isn’t a uniquely Gen Z phenomenon — it’s fairly prevalent across all age demographics,” says Christian Harrall-Baker, head of content strategy at sports marketing consultancy Two Circles.

“The distinction we’re starting to see […] is that they’re far better curators in what they second screen with — so they’re likely to remove any unwanted advertising, and unlikely to be served anything irrelevant to their life or interests.”

Harrall-Baker says advertisers should speak to Gen Z audiences on a cohort basis, with bespoke messaging based on their interests and consumptions habits.

“It’s pretty critical to connect with Gen Z on multiple channels and in smarter ways if you have any hope of breaking through,” adds Jordan Tatman, brand media director at PMG. “The good news is there are so many clever ways to take advantage here. Think interactive ad units, social media extensions, and sequential messaging.”

Peacock also brought in some recognizable faces side by side with expert commentators, likely hoping for familiarity and a more casual tone.

Snoop Dogg returned as prime-time correspondent following his viral segments during the Tokyo Olympics. Alex Cooper, a top podcaster with the most-listened-to podcast by women globally, is hosting live interactive watch parties.

Molly Solomon, NBC Olympics and Paralympics executive producer, told NewscastStudio the company took “a very different approach to these Games by bringing in some nontraditional voices.”

The importance of backstories

In addition to untraditional commentary and a revamped user interface, during the events themselves, Peacock is cutting away to content about competitors’ lives, such as interviews and backstories. Additionally, shows such as Sprint; Simone Biles Rising; and Path to Paris offer a relatable view into Olympians’ lives. They are resonating because Gen Z cares about the story as much as the outcome, and values authenticity above all, says Tatman.

Backstories — in the form of podcasts, short-form videos and docuseries — are becoming the front entrance to sports for many Gen Zers, says Harrall-Baker. “We expect to see Gen Z age into more consumption too.”

These kinds of high-quality, nonlive content allow fans to “create connections and interact with athletes, which often acts as an entry point into watching and attending live sports,” says Alexandra Whelan, SVP of strategy, growth and marketing for media at global sports management firm IMG.

What advertisers need to know

For advertisers chasing sports glory, the key trends among Gen Z are a shift from mere viewers to active participants and an appetite for on-demand access to sports content.

“The coverage around these Olympic Games is indicative of a massively changing media landscape in sports,” says PMG’s Conti.

“The massive revamp of [NBCUniversal’s] Peacock for Paris 2024 is all about convenience, customization, and an enhanced viewing experience to attract and retain younger audiences within the Olympics movement,” adds Conti.

Based on initial viewership numbers, this could well become the most-watched Olympics ever, but also the first one fully catering to the fragmentation and omnichannel nature of live sports and media in general today.

“Live sports remain one of the most resilient genres, including for Gen Z audiences, and in a world of infinite content, premium sport brings appointment viewing and a scarcity value that will always prevail,” says Whelan.

What’s next for live sports and the Olympics

The International Olympics Committee is already busy looking beyond Paris. Breakdancing and skateboarding are just the beginning of the Olympics’ transformation: the organization announced it would hold the first-ever Olympics Esports Games in Saudi Arabia next year.

“Part of the evolution is predicated around rights holders building new distribution models and content strategies to ensure they latch on to the next generation of fans, while simultaneously not turning off current fans,” says Conti.

The 2024 Olympics may mark the start of a new chapter for live sports — one where sports organizations, rights holders and broadcasters attempt to steer the lumbering global sports machine in a direction fit for the nimble fingers of smartphone-first Gen Zers.

“Olympic Games are typically very difficult to follow and consume as a fan, given the amount of sports, time changes and preliminary versus medal events all happening in a condensed window,” says Conti.

“The stakes are high […] for the long-term appeal of the Olympics within culture,” adds Conti. “Positive results can bring in a new wave of Olympic advertisers in future years.”