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Digitalisation

The IOC has been a pioneer of digitalisation in sport.

  • The Olympic digital, social media and marketing channels attracted hundreds of millions of users and generated billions of engagements.

  • Paris 2024 was the most digitally engaged Olympic Games ever, with digital platforms driving unprecedented levels of engagement.

  • There were an estimated 412 billion engagements from 270 million posts on social media platforms, representing a 290 per cent increase compared to the previous edition of the Games.

  • Olympic social media handles registered 16.7 billion engagements – more than double the number for Tokyo 2020.

  • The Olympic Web and App had 325 million monthly unique users at Games time, the highest number ever. Olympics.com has grown to be one of the largest digital platforms among sports organisations.

  • The IOC delivered 450 million direct messages to its Olympic fan database, nearly four times as many as the 113 million sent for the Olympic Games Tokyo 2020.

  • On the road to the Olympic Games, the IOC promoted 470 Olympic qualifier events. More than 195 events were live-streamed on Olympics digital platforms; 14,500 articles reached millions of readers; more than 1,000 interviews were conducted; and the IOC shared 8,600 social media posts related to the qualifiers that generated 663 million engagements on Olympics social media handles.

  • Globally, there were 13 times more social media engagements on MRH handles for Paris 2024 than for the previous edition of the Games.

  • For Paris 2024, there were more than 70 million digital engagements through three major Refugee Olympic Team campaigns.

  • In April 2024, the IOC launched the Olympic AI Agenda, a strategic initiative to leverage in a responsible manner the potential of Artificial Intelligence (AI) in the world of sport.

  • With this Olympic AI Agenda, the IOC commits to use AI in a human-centred way, and in accordance with the IOC’s principle of solidarity, to make it accessible for everyone around the globe.

  • Using AI, the IOC has already launched a pilot project for talent identification.

  • An AI tool to combat cyber-abuse and protect athletes was implemented at Paris 2024. The tool analysed 2.4 million posts and comments, flagged 152,000 posts, and identified for action and removal 10,284 comments verified as abusive; 353 athletes and officials were directly targeted and where needed, offered well-being support.

  • At Paris 2024, using state-of-the-art technology and AI enhancements, OBS produced more than 11,000 hours of content. This enabled MRHs to distribute more coverage than ever across linear channels, digital platforms and social media: a record 178,000 hours of programming on linear TV and more than 308,000 hours on digital platforms. MRH viewers consumed 28.7 billion hours of content, up 25 per cent from Tokyo 2020.

  • AI tools were also used by OBS in broadcast operations to analyse data and provide real-time statistics.

  • AI was used to personalise content, allowing viewers to receive content tailored to their preferences.

  • In July 2024, the IOC officially announced the creation of the Olympic Esports Games and has signed a 12-year partnership agreement with the Saudi National Olympic and Paralympic Committee for the organisation of these games. The inaugural event will take place in the Kingdom of Saudi Arabia in 2027.

Olympic Agenda reforms highlights

Olympic Agenda Highlights

IOC Members meeting at the 144th Session in Greece celebrated the achievements of Olympic Agenda. In a series of presentations, the highlights of the Olympic Agenda reforms and their impacts on the IOC and the wider Olympic Movement were outlined. They included a 30-minute film showcasing the achievements of the reforms with powerful testimonials from individuals, personalities and organisations, all of whom have been positively impacted.