2024 Paris Olympics: Creators Carry the Content Torch

The Olympic torch is being passed to a new generation of digital talent—content creators. With the 2024 Paris Olympics beginning July 26 comes several new initiatives that mark a significant shift in how major events are covered and consumed. First up, the “Paris Creator Collective”—a dynamic partnership between NBCUniversal, Meta, Overtime, Snapchat, TikTok, and YouTube that is set to revolutionize Olympic viewing with creator-led coverage. 

But it doesn’t stop with social platforms. The official United States Olympic and Paralympic Committee has also launched “Team USA Creators”, featuring 12 former Olympians, Paralympians, athletes, and creators who will be on the ground in Paris covering the games across their social channels.

Social Media Takes the Gold

Traditionally, Olympic coverage has been dominated by major television networks and official broadcasters. However, with the rise of social media and content creators, the landscape is rapidly changing. Networks are now turning to digital personalities, like Call Her Daddy podcast host Alex Cooper, who has been tapped to host a series of watch parties on Peacock—but it doesn’t end there. Recognizing the need to engage younger audiences who spend the majority of their time online, NBC has partnered with top social platforms to invite 27 of the most influential creators to Paris to provide an on-the-ground perspective of the 2024 Paris Olympics:

• Meta is bringing creators like Chris Matthews, Crissa Jackson, Katelyn Ohashi, and Lecrae to offer first-hand insights and create behind-the-scenes content.
• Overtime will have talent like Megan Eugenio, Maddy Sells, Kieran Hickey-Semple, and Peter Dunks creating exclusive content for their branded social channels.
• Snapchat will bring personalities such as Duke Dennis, Enisa, Harry Jowsey, Olivia Dunne, and Kai Cenat into the fold, providing real-time updates and immersive experiences.
• TikTok will have creators like Clarke Peoples, Daniel Macdonald, King Asante, Molly Carlson, Shannon Burns, Jasmine Nguyen, and Richard Chao capturing the vibrant energy of Paris and the games.
• YouTube will feature contributors like Carter Kench, Haley Kalil, Matthew Meager, Kristy Scott, Zhongni “Zhong” Zhu, and Sandra Jeenie Kwon, showcasing comprehensive coverage of the games from several POVs.

Of course social platforms are looking for ways to get some skin in the game, but the official United States Olympic and Paralympic Committee has also noted the shift. Enter “Team USA Creators”, their own league of digital talent made up of former Olympians, Paralympians, and media personalities. This team will be providing exclusive, behind-the-scenes access to both the games on social:

• Team USA Creators (Olympic Games) includes five-time Olympic gold medalist Missy Franklin Johnson, Olympic skateboarder and TikTok creator Heimana Reynolds, plus Katie Hoff, Alex Shibutani, Maia Shibutani, and Ari Chambers.

• Team USA Creators (Paralympic Games) will spotlight Instagrammer and three-time Paralympic medalist Chuck Aoki, YouTuber and Olympic long jumper Tara Davis-Woodhall, plus Dani Aravich, Mike Shultz, Brody Roybal, and Menecis Garriga.

A New Era of Engagement and Advertising

This collaboration is a response to the shifting media consumption habits of younger audiences. By integrating content creators into their coverage, NBC is tapping into a more authentic and relatable form of storytelling. These creators will highlight not just the athletic events but also the cultural and social aspects of the 2024 Paris Olympics, from the food and festivities to the iconic Parisian landmarks.

This move also opens new avenues for advertisers. Brands can now collaborate with NBC and these creators to produce sponsored content, helping it reach their target demographic in a more organic and engaging way.

Champions of Olympic Coverage

The historic backdrop of Paris, combined with the fresh perspectives of content creators, promises to deliver an Olympic experience like never before. This initiative solidifies a fundamental truth that we at Jellysmack have believed in since day one—content creators are the future of entertainment.

In this new era, the microphone is no longer just held by traditional broadcasters (sorry, Bob Costas!). It’s shared with creators who not only bring a unique perspective, but also a loyal audience of millions. NBC’s innovative approach ensures that the 2024 Paris Olympics will be more accessible, inclusive, and engaging for fans around the world. The future of Olympic coverage is here, and content creators are carrying the torch.