KEEPING IT SOCIAL
Social platforms have become essential for sports fans – and the business. NBCUniversal partnered with TikTok to promote coverage of the Winter Olympics and Paralympics. The broadcaster created daily content for multiple handles, including @NBCSports, @NBCOlympics and @PeacockTV, and also produced a three-episode live stream on the content got over 18 billion views on TikTok, so it offered to collaborate directly. Ironically, TikTok isn’t available in China, although it is owned by Chinese company ByteDance. The Chinese government loosened platform, hosted by a TikTok creator. NBCUniversal noted that Olympics internet restrictions for Olympic venues and athletes. Stopping them posting with their medals was something they dared not do.
25 130 broadcast licensees
rights-holding broadcasters (including the Olympic Channel) were contracted to bring the games to the world
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