Controversial statement: I am not a big sports fan.
On the weekends I am more likely to be found on the couch streaming reruns of Friends, than watching Friday Night Footy. I’m not big on the Australian Open, cricket season, or even State of Origin (sacrilege for a born and raised Queenslander). But if there’s one sporting event I will always tune in to, without fail, it’s the Olympics.
If there are two things we Aussies love, it’s sport and an underdog, and it’s no doubt the Olympic Games deliver the best of both.
Whether you love cheering on the Aussies in the pool, tuning in to athletics, or curiously checking out some of the more unique sports like skateboarding or sport climbing, the Olympics captivates the nation and the news cycle.
Cast your memory back to the Tokyo Olympics when the nation was inspired by Peter Bol, the first Australian to qualify for the men’s 800 metre final in 53 years. More than 3.048 million tuned in, making it the second most-watched event of the 2020 Games.
The Paris 2024 Olympics delivered even more iconic moments and heart-felt gold medals – from 14-year-old Arisa Trew becoming Australia’s youngest gold medalist, to the emotional and hard-fought win from Saya Sakakibara in the Bicycle Motorcross, paying tribute to her brother who inspired her. Some of our proudest moments as Australians come from watching the Olympics.
In 2021, the Seven Network reported more than 20 million Australians watched their coverage of the Tokyo Olympic Games, up 71% nationally on the 2016 Rio Olympics. The Nine Network’s coverage of the 2024 Paris Olympics has experienced a similar reach, reporting 19.4 million viewers through their coverage so far. The numbers are particularly impressive when considering the time difference between Australia and Paris compared to Tokyo.
With a little help from viral social media moments, the Olympics have dominated mainstream media more than ever in recent years. Who could forget Australian swimming coach Dean Boxall’s reaction to Ariarne Titmus winning gold in the 400 metre freestyle final at the Toyko Olympics. The moment of celebration amassed more than 35,000 likes on the official Australian Olympic team TikTok account, sparking thousands of reposts, reenactments and memes, quickly turning Boxall into an internet sensation.
The viral moment became a major news story back on Aussie soil, and undoubtedly attracted more eyes to the pool for an outstanding finish to the Dolphins’ Tokyo campaign.
The Paris Olympics has been no exception and has had its fair share of viral moments. From the American ‘sleeper agent’ gymnast who meditates between routines, the Turkish shooter whose accuracy was impeccable despite his casual stance, and that one French pole vaulter (need I say any more). For an Australian example, look no further than break-girl Rachael Gunn, or Raygun as she’s more commonly referred to. Raygun competed in the inaugural Breaking event and sent the internet into a frenzy with her unconventional moves, leading to her amassing viral fame.
It’s not just the competition that sparked viral social media moments during the 2024 Olympic Games. Thanks to the popularity of social media platforms like TikTok and Instagram, audience’s access extends into the secret lives of Olympians. Athletes from all over the world are inviting viewers behind-the-scenes to experience the Games from an Olympian’s point of view.
Australian Water Polo player Tilly Kearns documented her journey to Paris on TikTok, sharing daily updates from the Olympic Village. With more than 500,000 followers, Tilly provides viewers with the ability to experience personal moments from her life as an elite athlete. For instance, Tilly shared the heartfelt moment when she learned she had made the team. Tilly gained 75,000 followers during the Stingers’ Olympics campaign and took audiences along for the ride to the silver medal.
Another great example is gold medalist and Australian flag bearer, Jessica Fox who competed in the Canoe Slalom. Not only did Jess make history as the first Australian to compete at four Olympics in her sport, but she also made waves on social media with almost 200,000 followers.
Just like Tilly, Jess shared content well before arriving in Paris, capturing her life as an elite athlete and her journey to compete at the most prestigious sporting event in the world. Jess strategically uses trending sounds and transitions in her feel-good content enabling her to reach wider audiences.
Joined on the Australian team by her sister, Noemie, the Fox sisters combined forces for various viral trends. They showcased how far they had come together in their sport to compete alongside each other in Paris. Their combined videos are made more wholesome by the results of the canoeing events – with the Fox sisters taking out all three medals between them, making headlines across Australia.
The unparalleled access audience gain via social media delivers through personal, behind-the-scenes content, as well as setting trends and the news agenda with viral moments, is helping to bring the Games into the future and making them more relevant than ever.
Congratulations to all our Aussie athletes for one of our best Games in history,
Wishing the best of luck to the 160 Australian Paralympic athletes gearing up for Paris in the coming weeks! The opening ceremony was incredible, and 22 sports will be showcased. Australia is off to a strong start, currently sitting in 6th place with 22 medals in five days. Don’t miss a moment—check out the schedule here.
