Winter Olympics prove success for BBC Sport the broadcaster has announced.
“We want to make sure audiences can watch all the action from major events however they want. We gave people unprecedented choice this year across BBC Sport and BBC iPlayer – whether it’s watching our world-class live coverage, highlights packages, clips or following the latest news and analysis. Audiences have really embraced that with this year’s coverage being streamed over three times more than the previous Winter Olympics.” – Neil Hall, Head of Product, BBC Sport
In total 17.7m unique browsers followed the BBC’s digital coverage across computer (30%), tablet (18%), mobile (47%) and connected TV (5%) in the UK alone – with an average 2.9m unique browsers watching every day. Last week also saw BBC Sport’s biggest week since the Rio Olympics with 23.3m unique UK browsers visiting the site. BBC Sport also offered a range of video clips in addition to the BBC’s overall programme coverage, bringing the total number of Winter Olympics video views to 39.1m.
Over three million users were signed-in on mobile and tablet, where they could set up medal notifications and get the latest Games news in the My Sport section. Over 400k browsers visited My Sport during the Games. Across social media, BBC Sport connected with young audiences on social media through collaborations with Snapchat and Instagram, which saw millions of users access daily stories and native video, as well as posts back to the BBC across Facebook and Twitter. BBC Sport accounts had more than 50m video views in the UK on social media during the Winter Olympics, with these accounts engaging with over 10m users between 9 February to 25 February, 70% of whom were under 34.
We reported on Sunday (Feb 25th) how research had revealed the country’s apparent widespread disinterest in the Winter Olympics. Despite the huge number of broadcast hours, column inches and online articles dedicated to it, the data, gathered by City Road Communications revealed that the majority of the UK public has little interest in the 2018 Winter Olympics they announced.
The research confirms our sneaking suspicion that, despite a huge amount of media attention, the majority of people across the UK simply aren’t that interested in the Winter Olympics. Millions of us understandably struggle to muster much enthusiasm for sports we never get to take part in. It’s a perfect example that despite all the money spent on the Games by both UK Sport and the BBC if you cannot find ways to make something accessible and relatable then you will struggle to inspire meaningful consumer engagement.” – Dominic Pollard, Director of City Road Communications