Q:HowinterestedareyouintheOlympics?
average: 7.4
Q:Howinterestedareyouinthe Paralympics?
not at all somewhat very average:4.5 not at all somewhat very
The Olympics and Paralympics are some of the biggest global sporting events, but for Gen Z, the excitement just isn't there. We turned to our Koi Pond* to understand why the Olympic fire isn't lighting up our generation.
*NinetyEight’s Koi Pond is a growing research community with over 800 Gen Zs spanning 39 U.S states and 27 countries
Gen Zs who are really into the Olympics are those with a passion for sports or those who grew up playing them. Gen Z is not so different from previous generations; it’s clear that emotional connections are key to getting them invested.
interest in specific sports
interest in specific athletes
to see world records and extraordinary performances
national pride
cultural significance
social media hype
peer influence
“The Olympics is one of the only high level elite competitions of my sport that is easily accessible to be viewed. Also, it’s a dream (albeit a very long shot) to be an Olympian one day, or be somewhat involved in elite sport in another way.” - Georgia, 17
Not many Gen Zs are tuning into the Paralympics. For some, it's the lack of advertisement and visibility surrounding it, while for others, it's a struggle to find relatability or connection. Similar to the Olympics, those most engaged tend to have personal ties, such as being disabled themselves or being involved in the disabled community.
“I learned a lot about the Paralympics in one of my minors during undergrad and so my interest is more in the disability justice side of it rather than the competition” - Kiara, 22
“I’m disabled” - Finch, 17
“I am involved in the disability community and I love sports”Annalise, 19
“I grew up around friends with physical disabilities, so we would watch Olympics and Paralympics all the same” - Emma, 17
“Lack of coverage and knowledge of the athletes” - Jonas, 24
“Not as talked about only have watched when it was on tv by chance” - Dorothy, 17
“Never know when it’s happening or how a lot of the events work” - Dash, 17
“My sport doesn’t have a Paralympic alternative so I’m not as invested”Georgia, 17
“It's got some interesting events but just doesn't have as much coverage or hype Not much prior knowledge compared to other sports.” - Marcos, 15
“At no point in my life have I been exposed to content surrounding the Paralympics and from my perspective it doesn’t seem very interesting”John, 14
“Seeing as how I’m not disabled, it doesn’t pique my interest as much as the Olympics. I also don’t know any Paralympians.” - Greta, 17
“I didn’t grow up watching it so I kinda forget about it. I rarely see media coverage about it” - Taylor, 18
Why these sports? No shade, but who’s tuning in for golf? Probably no one unless it's for a good nap, right? Just kidding! But really, the sports that Gen Z loves the most are the ones they find “fun to watch.”
“Gymnastics because it’s closest to dancing & because there’s a lot of iconic athletes (like Simone Biles) and athletes I recognize from my university (Jordan Chiles). Track because i think it’s most nostalgic memory of the olympics (thinking of Usain Bolt), and I really like watching Sha’carri Richardson and Sydney McLaughlin” - Kiara, 22
“I've either played these sports known someone who has played these sports or it's just really fun to watch ” - N/A, 15
“I play water polo and I think swimming is always interesting to watch because my country is pretty good at it Volleyball and gymnastics are always so fun to watch because of how fast paced and artistic they are respectively. Skateboarding is something I don’t get to see often and I think similar to gymnastics it’s very artistic and technical, which I find interesting.” - Georgia, 17
“They are fun to watch” -Jackson, 20
Unless you don't read the news, aren’t on any social platforms and all your friends and family are equally as out of touch with the world, you kind of know when the Olympics are happening. But beyond being aware that the Olympics are happening, most Gen Zs still feel out of the loop on the actual logistics of when, where and how to watch the Olympics.
“I don’t even know how I would watch it.” - Hailey, 21
“I'm not a huge sports fan, and I find the impacts of the Olympics (both in terms of environmental harms and also harms to vulnerable communities in the host cities)a bit disturbing” - Gabriel, 24
Whatchallengesorbarriersdoyoufacewhentryingto watchtheOlympics?
time zone differences
lack of access to broadcast channels or streaming services
personal schedule
lack of interest in available sports
I don't face any barriers/challenges
make an easier schedule of events to understand when to watch different things
make it available to be streamed on more online platforms (looking at you NBC.-) have greater coverage of all sports
Sure, figuring out the details of where to watch the Olympics might be tedious, but let’s be real, this is the generation that grew up watching pirated movies on Movies123. We’re not buying the “don’t know where to watch” excuse.
Currently, Gen Zs think you have to "be a sports fan" to be an Olympics fan, but that doesn't have to be true. There's a big opportunity for the Olympics to expand — going beyond the sports community and into the mainstream Gen Z cultural zeitgeist. For Gen Z, it's all about community and storytelling —the Olympics can capture any audience out there by leveraging the raw, unfiltered, and real.
The Paris 2024 Olympics are over. What made it to our feeds?
Thirst Traps Athlete thirst traps Olympics-related humor
Thirst TrapsHighlights Olympics fashion Olympics drama-watch
The Paris 2024 committee has upped their social media game, broadcasting networks are popping off on socials, TikTok has a designated Olympics section, and people are going wild with memes, reaction videos, and more. There's definitely a buzz around the Olympics since it’s begun... how can we make the best use of it?
Future committees, like *cough cough* LA28, need to engage in some serious social listening. What topics are resonating with Gen Z? Which sub-niche communities are emerging?
These insights can bridge the gap between mere awareness of an event and actually generating genuine excitement leading up to the Games.
The goal is to convert Gen Z viewers of Paris 2024 into live attendees of the LA28 Olympics and Paralympics.
“I only watch sports when there's a big event or lots of hype around it like the SuperBowl. I would never choose to sit down and watch a game on my own, but if my friends plan a party, I’m there.”
- Karina, 23
would make
“No one around me watches it and I’m not much for sports.” - Hailey, 21
“Having people to watch it with.”
- Jonas, 24
“If people around me were interested I would watch”
- Annalise, 19
“Honestly just if my friends were interested in it and wanted to watch it with me.” - Hailey, 21
“More hype” - Morgan, 17
Gen Z loves an excuse to get together. We thrive on themed events like “Love Island watch party”, “Super Bowl watch party”, and “Bridgerton brunches”. So, it really shouldn’t be that difficult to get us to watch a globally recognized competition.
A big part of the excitement around other major sporting events comes from the hype, the online conversations, and the overall vibe of the day. While die-hard sports fans add to the fun, for those on the fringes, it's more about the experience. Without a compelling reason to care, the Olympics and Paralympics become just another event that the older generations are into.
So, how can the Olympics and Paralympics enhance the overall experience of the Games for Gen Z?
This might sound crazy but it’s time to focus less on the sport and more on the people. While sports are the foundation of these competitions, they can be a hard sell for those who aren’t already fans. Making someone care about a sport they don’t know or find interesting is challenging, but making them care about a person is much easier.
Since our survey respondents only named the most famous Olympians, like Simone Biles and Usain Bolt, it’s clear that Gen Z isn’t connecting with the hundreds of other athletes in the Olympics and Paralympics.
DoyouengagewithOlympicthemedcontentoutsideofthe actualevents(athleteprofiles, interviews,etc.)?
“documentaries about a well known person in their respective sport i also like the interviews where they’re very comfortable and you can really see their personalities.” - Susy, 23
“Athlete profiles! I think that’s the only way I can get engaged enough with some of the competitors to be invested in their events and root for them ” - Kiara, 22
“Documentaries and interviews, lets me see how they are able to perform at such a high level”
“interviews to know how elected athletes think of their sport, themselves, their competitors” - Tabor, 19
“Interviews, documentaries, history. I like to learn about the athletes and what they did to become great.” - Christopher, 22
“I really enjoy athlete spotlights that feature their stories and allow viewers to connect with their narratives and personal journeys.” - Kristine, 22
Howimportantisthecoverageandstorytelling aboutathletes’backgroundsandjourneystoyou? very important somewhat important neutral not very important not important at all
The boundaries between personal and public have blurred, and Gen Z has become increasingly used to being let in on the details of people’s lives.
While the athletes themselves share their own stories, the Olympics has an opportunity to be the go-to credible source for discovering new athletes to root for.
What types of Olympic-related content would you like to see more of?
athlete interviews and stories
training and preparation videos
behind-the-scenes footage
historical highlights
interactive content (polls, quizzes)
I don't want to see Olympics-related content
other
What types of Paralympic-related content would you like to see more of?
athlete interviews and stories
training and preparation videos
behind-the-scenes footage
historical highlights
I don't want to see Olympics-related content
interactive content (polls, quizzes)
other We’ll give credit to the Olympics and Paralympics because their social media shows efforts to tell athletes' stories through professional interviews and documentaries. But, this content either isn't reaching Gen Z’s feeds, or we’re just not vibing with it. Overproduced content often feels too polished, almost like a commercial, and tends to be swiped away. While quality interviews and documentaries have their place, they shouldn't be the primary way to introduce athletes to Gen Z.
Gen Z’s looking for more casual, authentic forms of content that align with media Gen Z already engages with. We’re in the age of podcasts, where almost every influencer has some form of show, and that's where you'll find Gen Z. So why haven't we seen Olympic athletes sitting on “Just Trish” or “La Platica”?
Gen Z loves behind-the-scenes content that shows the personalities of the athletes. Look to NFL or F1 social media teams that make challenge videos and locker room interviews. Gen Z eats up "day in the life," "behind the scenes," and "POV of an Olympic athlete" content. The good stuff is in the finer details, like knowing what athletes eat before a competition, watching them do a mukbang, or seeing them perform a silly dance. This can especially apply to the Paralympics as well - humanizing the athletes and taking them beyond their disabilities.
“[I want to see] behind the scenes of how the athletes made it to the Olympics because it gives a glimpse into the struggles they went through” - Ethan, 17
Would you be interested in participating in Olympic / Paralympic-themed events or activities leading up to the LA 2028 Olympics?
Seeing how the current Olympics went, there’s a significant opportunity to make a lasting impact for the Los Angeles Olympics in 2028. LA being a hub for diversity, fun, and hype, it’s the ideal setting for the Olympic spirit to make a come back.
With major universities like USC and UCLA not only hosting Olympic events but also being home to Olympians themselves, it would be a major fumble to not fully engage with these local communities.
How likely are you to attend the Olympics in Los Angeles?
What would motivate you to attend the Olympics in Los Angeles?
Paris 2024 is trending, but it missed the mark when it comes to building hype. Let’s make sure LA28 doesn’t make the same mistake. For Gen Z, the Olympics should be more than just a sports event; it should be a cultural moment that integrates with our daily lives. We want to see watch parties, Olympic-themed events, memes, fandoms over Olympians, and above all, a community that’s fired up long before the torch is lit.
To achieve this, the work starts NOW. The journey to becoming an Olympian doesn’t happen overnight, and if we want Gen Z to be invested in LA28, they need to be locked in from the start.