August 14, 2024
Ah, the Olympics—a time when the world comes together to celebrate athletic prowess, national pride and alarming overconsumption of fast food while pretending we, too, could totally win gold if we just tried a little harder.
But let’s talk about something almost as important as the athletes themselves: how we, the viewers, are engaging with the Games.
Once upon a time, people relied on the town crier to deliver news about Olympic outcomes and you’d gather around the radio to listen to the latest updates.
Fast forward to the 21st century, we’re live-tweeting every vault, dive and heart-stopping finish.
Engagement with the Olympics has changed faster than a sprinter in the 100m dash.
Yet pre-event data from Gallup indicated viewership intent of the Summer games was on pace to be at an all-time low.
In the early days, viewership was pretty straightforward: watch the event on TV, chat about it at work, and maybe, if you were really invested, buy a T-shirt.
Now, with the advent of social media, we’ve gone from passive observers to active participants.
We don’t just watch the Olympics; we meme them, hashtag them and even predict them. (How many of you had Simone Biles on your fantasy gymnastics team?)
The modern Olympics aren’t just a showcase of athletic ability; they’re a breeding ground for viral content.
Remember the “McKayla is not impressed” meme from the 2012 London Olympics?
Or the 2021 Tokyo Games’ Olympic Village cardboard “anti-sex” beds, which sparked a thousand TikToks? A trend that made a triumphant return in 2024.
In this era, it’s not enough to win a medal—you’ve got to win the internet.
Social media platforms have become the new arenas where athletes compete for glory.
TikTokers and Instagrammers are crafting highlight reels faster than you can say "Pieter van den Hoogenband."
Athletes are now influencers, with followers often more interested in their skincare routines than their training regimens.
Case in point: the number of Instagram followers an athlete has can sometimes be more important than their medal count.
It’s all about the 'Gram, folks.
The real competition these days isn’t just between the athletes—it’s between your TV and every other screen you own.
While traditional TV viewership still holds strong, especially among the older generations who enjoy their sports with a side of nostalgia, younger viewers are flocking to streaming platforms.
Why?
Because who wants to watch an entire gymnastics meet when you can just catch the highlights on YouTube?
NBC, the long-time Olympic broadcaster in the US, has had to adapt by offering live streams and on-demand content. Similar to Channel Nine and Stan Sport in Australia.
Resulting in surging viewership figures, albeit due to changing reporting metrics and a more favourable timezone.
But let's be honest, most of us are just watching to catch a glimpse of the latest quirky commentary from the hosts or to see an athlete defy all odds to take their place on the podium (it happened, we memed it, we laughed).
Beyond the actual competition, the social media engagement metrics are a sport in themselves.
Who’s trending on Twitter? Which hashtag is winning gold?
Athletes like Usain Bolt, Michael Phelps and Simone Biles have not only dominated their sports but also social media.
They’ve become brands, with sponsorship deals and ad campaigns that extend far beyond their athletic achievements.
While the likes of Ariarne Titmus, Tom Daley and Ilona Maher can’t be ignored either.
Giving rise to athletes generating fame beyond the Games; a nicety for brands who can leverage their following for campaigns beyond the 4-year limelight cycle.
Meanwhile, celebrities like Snoop Dogg (USA’s unofficial mascot) continue to force themselves into the narrative, for our benefit or detriment is still to be determined.
And let’s not forget the “influencers” who piggyback on the Olympics hype, posting their own “Olympic-inspired” workout routines and claiming, “It’s basically the same as training for the Games.”
The way we engage with the Olympics has transformed dramatically, from passive spectators to active content creators.
While TV still plays a role, social media has become the real MVP, offering a platform for everyone to join in the celebration (or, let's be honest, the occasional chuckle when an athlete takes a tumble).
Yet, what's the real takeaway from all this Olympic-sized digital drama?
Just like a gymnast's perfectly planned routine can go awry with one wobbly landing, our predictions can backflip right out of the park.
We might think we know which athlete or moment will go viral, but the internet has a mind of its own – much like a rogue javelin throw.
So, as we lounge on our couches, demolishing a family-sized bag of chips and doom-scrolling through TikTok, let's remember: the true spirit of the Olympics isn't just about collecting medals.
It's about creating moments that stick with us.
These could be heartwarming victories, hilarious mishaps, or utterly viral blunders that make us collectively go "Did that just happen?!"
While we can't predict which moment will take home the gold in the Meme Olympics, we know it's as inevitable as a commentator making a dad joke.
The best strategy? Stay light on your feet, ready to react faster than a table tennis rally.
Because in the Engagement Games, flexibility is the ultimate event – and we're all competing for that coveted engagement medal.
