Let’s talk sport
In the current media landscape, the sports industry experiences enormous exposure. Although there have been changes in sports viewership over the years, it is still steadily increasing. (Holiber, 2024).
Sports broadcasting has been at the forefront of media innovation for decades, influencing not only how people watch sports but also how individuals perceive culture as mass media can unite people and shape a collective consciousness (McQuail and Deuze, 2020). Over the past century, sports and media, which appear to be two different worlds—one physical and the other symbolic—have developed a mutually beneficial relationship that is essential to the other’s development and continued relevance (Rowe, 2004). As technology has advanced, this interdependence has only grown stronger. Therefore, sports are a strong driver of adopting new media platforms, such as digital streaming, high-definition television, and radio (Raney and Bryant, 2014).
A key player in this change has been NBC, which proceeded from being a traditional television broadcaster to becoming a dominant force in digital media. Established as the first national radio network in 1926, NBC became a leader in live sports coverage, including the Olympic Games, after branching out to television in 1931 (NBCUniversal History, 2024). It began experimenting with full-scale Olympic broadcasting in the 1960s, paving the way for the current era, in which multi-platform coverage is typical (Angelini et al., 2012). In order to satisfy the needs of younger and dispersed audiences, NBC used digital platforms and social media influencers to create interactive and customised viewing experiences for the 2024 Summer Olympics in Paris (Lata and Lata, 2024).
The Era of Traditional Broadcasting
In the years following World War II, traditional sports broadcasting—defined by scheduled programming, live commentary, and professional analysis—became the foundation of sports media (Collins, 2015). By providing live events and fostering a communal viewing experience, television networks such as NBC significantly influenced how viewers viewed sports and contributed to the development of sports as a cultural phenomenon (Collins, 2015). By negotiating exclusive Olympic coverage deals and airing important sporting events, NBC swiftly established itself as the industry leader by putting TV viewership and ratings first. Sports took up 27½ hours of primetime programming each week by 1948, demonstrating their affordability compared to scripted programming. The connection between sports and the media was strengthened when advertisers realised how effective sports were at reaching target audiences (Collins, 2015).
However, traditional broadcasting did have certain drawbacks. The inflexibility of linear scheduling meant that viewers had to modify their schedules to watch live events. Since there was little interaction, audiences found it challenging to participate in anything other than passive consumption (Holiber, 2024). Younger audiences started to move away from this static format as they were used to more dynamic media experiences. Notwithstanding these limitations, the field was transformed in the 1960s by inventions like satellite technology and instant replay (Holiber, 2024). Networks were able to broadcast live events from almost anywhere thanks to satellites like Telstar, which increased their flexibility and audience reach. By utilising these developments, NBC was able to keep its position as the industry leader and pave the way for a future that is more varied and interactive (Collins, 2015; Holiber, 2024).
The Rise of Digital Platforms
Furthermore, digital platforms have completely changed the sports media landscape by providing more accessibility, interactivity, and audience engagement than traditional broadcasting. In contrast to the strict timetables and regional restrictions of linear TV, social media and streaming services allow for on-demand viewing on almost any device and from any location (Kim and Kim, 2020). This change has greatly increased reach and changed the fan experience by opening up a worldwide market for sports broadcasting (Kim and Kim, 2020). Real-time streaming features are offered by streaming services like YouTube, Twitch, and DAZN, which enable live sports content and encourage audience and creator interaction through polls, live chats, and direct communication. This has been further improved by social live streaming services (SLSSs), like YouTube Live, Instagram Live, and Twitch, which enable fans to communicate with others, share their experiences in real-time, and get game-related updates. This fosters a sense of community and closeness that traditional broadcasting frequently lacks (Kim & Kim, 2020).
By combining its linear broadcasting on NBC and USA Network with in-depth coverage on Peacock and social media platforms like TikTok, YouTube, and Instagram, NBCUniversal showcased the power of digital platforms during the 2024 Summer Olympics in Paris. As a result of these efforts, NBC Sports’ social media platforms saw a record 6.55 billion impressions, an 184% increase over the Tokyo Olympics NBCUniversal, 2024). The smooth incorporation of digital tools has enabled platforms to serve younger, geographically distributed audiences while offering a multimedia experience that transforms entertainment and changes how sports fans watch and engage with events (Ojomo et al., 2021).
Social Media Influencers: Changing the Game
Besides, social media influencers have revolutionised the way viewers interact with sports coverage by providing a more individualised and interactive experience than traditional media can match. By providing real-time updates, behind-the-scenes glimpses, and distinctive viewpoints, these influencers help close the gap between fans and events with their specialised knowledge and relatable content (Senyapar, 2024; Shen et al., 2024). Younger audiences, who use platforms like TikTok, Instagram, YouTube, and Snapchat to seek authenticity and on-demand engagement, are especially drawn to this strategy (Shen et al., 2024).
Acknowledging this change, NBCUniversal leveraged the power of influencers during the 2024 Summer Olympics in Paris (NBCUniversal, 2024). Through the establishment of the “Paris Creator Collective,” NBC collaborated with 27 content producers from various platforms, such as YouTube, Meta, Overtime, TikTok, and Snapchat. With their unrivalled access to the Games, these creators brought the Olympics to life for their viewers by sharing their experiences in real-time (NBCUniversal, 2024). Specifically, influencers like Chris Matthews (@lethalshooter) and Katelyn Ohashi (@katelyn_ohashi) combined sports narrative with a modern, Gen Z-friendly tone to produce targeted posts showcasing significant Olympic moments (NBCUniversal, 2024). Beyond the events, lifestyle creators like Harry Jowsey (@harryjowsey) and Megan Eugenio (@overtimemegan) provided content that showcased Parisian culture and behind-the-scenes looks (NBCUniversal, 2024). By adding distinctive viewpoints through vlogs and celebrity analyses, TikTok creators like Shannon Burns (@itsshannonburns) and King Asante (@king.asante) engaged fans in unusual ways (NBCUniversal, 2024).
With the help of this influencer-driven approach, NBC was able to set itself apart from rival coverage. The network used influencer authenticity to establish a strong connection with viewers instead of depending only on conventional broadcasts (Jilkova, 2018; Senyapar, 2024). Emotional investment was encouraged by fans following their favourite creators to stay informed about the Games and to take in the overall Olympic atmosphere (Shen et al., 2024). Additionally, these collaborations gave brands the chance to connect with new audiences and influencer-sponsored posts effectively incorporated brand messaging into their material, expanding NBC’s audience and attracting new fans (NBCUniversal History, 2024).
NBC’s Strategic Adaptation for the 2024 Olympics
Besides connecting with influencers among different social media platforms, the effective promotion of Peacock, NBC’s streaming service, alongside live TV broadcasts was a key component of their adaptation. With features like Multiview and generative AI-powered recaps, as well as more than 5,000 hours of Olympic coverage, Peacock catered to the modern viewer’s desire for flexible and individualised content consumption (Winslow, 2024; Zhang et al., 2012). With 23.5 billion minutes consumed, streaming hit levels that were never before reached and increased by 40% compared to previous Olympics (Winslow, 2024). This strategy demonstrated how streaming platforms are becoming more and more dominant in international media events. In particular, the production of viral content on social media was crucial to NBC’s approach. Celebrity influencer Snoop Dogg’s spontaneous humour and commentary struck a chord with people of all ages, demonstrating the ability of genuineness to increase interaction. Particularly, NBC’s Olympic moments became a cultural phenomenon when the hashtag #SnoopandMartha collected millions of interactions (Raji, 2024). A change from traditional journalistic coverage to relatable, personality-driven storytelling was signalled by this blending of pop culture and sports, which guaranteed that younger demographics were highly engaged.
Despite these successes, it was necessary to carefully navigate journalistic integrity when integrating influencers. Critics questioned the use of entertainers in serious sports coverage but NBC was able to preserve credibility by combining well-known personalities like Peyton Manning and Kevin Hart with up-and-coming influencers like Snoop Dogg, broadening their appeal while maintaining professionalism (Raji, 2024). Furthermore, NBC’s dedication to cross-platform synergy was demonstrated by improved social media performance, as evidenced by record-breaking metrics like a 497% increase in video views over Tokyo (Winslow, 2024). These accomplishments demonstrate the network’s skilful blending of traditional and digital media, solidifying its standing as a pioneer in Olympic broadcasting (Winslow, 2024).
In summary, sports broadcasting has undergone a slow but significant transition from linear, traditional approaches to dynamic, digital-first tactics (Kim and Kim, 2020). This evolution is best illustrated by NBC’s experience, which during the 2024 Summer Olympics in Paris effectively combined traditional broadcasting with cutting-edge digital tools. NBC revolutionised how viewers around the world watched the Olympics by utilising platforms like Peacock, incorporating state-of-the-art features like Multiview and AI-powered recaps, and carefully working with influencers (Raji, 2024; Winslow, 2024).
Incorporating social media influencers and content producers such as Snoop Dogg underscored the significance of relatability, authenticity, and viral content in contemporary sports marketing. In addition to broadening the audience’s demographics, these initiatives helped close generational and cultural divides and promote inclusivity and a sense of community (Raji, 2024). Record-breaking engagement metrics and audience reach demonstrate NBC’s data-driven approach to success measurement, which highlights the crucial role analytics play in forming future campaigns (Winslow, 2024).
Looking ahead, further integration of technology, narrative, and community involvement is what sports broadcasting might appear like in the future. Live event coverage may be redefined by emerging technologies like virtual reality, personalised AI experiences, and increased social media platform integration. The role that digital creators play in big events like the Olympics is expected to change as their influence grows, combining journalism and entertainment in ways that challenge and disrupt established media conventions (Raji, 2024).
References:
McQuail, D. and Deuze, M. (2020) McQuail’s Media and Mass Communication Theory. London: SAGE
Raney, A.A. and Bryant, J. (2014) Handbook of sports and media. New York ; London: Routledge, Taylor & Francis Group.
Rowe, D. (2004) Sport, Culture and the Media: The Untruly Trinity. Maidenhead: Open University Press.
Media and Digital Transformation in Sport 