NBC didn’t just cover the 2024 Paris Olympics—they revolutionized how we watch. 

With social video now accounting for 62.2% of watch time (compared to just 35.2% for SVOD), NBC embraced this shift by delivering real-time content across TikTok, Instagram, and more. Athletes like Ilona Maher and Freddy Richard became influencers in their own right, taking audiences behind the scenes like never before.

This strategic shift is particularly crucial for engaging Millennials and Gen Z, whose increasing preference for social platforms over traditional viewing has reshaped the entire media landscape. 

In Hub Intel’s newsletter, Liz Huszarik and Alexia Raven of Maverix Insights dive into the data driving NBC’s approach—and why it’s a blueprint for the future of live events. Read it now.👇🏼