The Olympic effect on mobile apps: From the stadium to the screen

The 2024 Paris Olympics marked a triumphant return to the global stage, captivating millions of viewers worldwide. With over 10,000 athletes competing, the games resonated deeply across nations, blending athletic excellence, national pride, and tradition. Beyond the thrilling competitions themselves, mobile apps saw exceptional engagement.

As we’ve seen in past sporting events, mobile apps have become integral to the fan experience, whether for streaming events, catching highlights, or tracking medal counts. This year, app usage surged across video streaming, sports news, food delivery, and ride hailing/sharing services, underscoring the growing role of mobile in global event consumption.

In this blog, we’ll start by examining record-breaking viewership numbers during the 2024 Olympics. We’ll then focus on trends in video and content streaming, food delivery, sports news, and ride-hailing apps. Lastly, we’ll discuss the broader opportunities for marketers and brands.

Viewership records were shattered at the  2024 Paris Olympics. NBCUniversal reported an average of 30.6 million daily viewers—an 82% increase from Tokyo. Peacock, NBCUniversal's streaming platform, experienced eight of its ten highest streaming days, with users consuming 23.5 billion minutes of content. The River Seine opening ceremony alone drew 41.5 million viewers, nearly doubling Tokyo's numbers.

Warner Bros. Discovery's Max accounted for 80% of the company's European Olympic streaming audience, with streaming minutes seven times higher than Tokyo 2020. Within two days, it surpassed the entire Tokyo games' unique viewer count. BBC Sport reported streaming figures more than double those of Tokyo, highlighting live events' enduring appeal in today's fragmented media landscape.

Adjust data corroborates this trend, revealing increased user sessions and install rates for video streaming apps.

The 2024 Paris Olympics sparked a remarkable increase in global video streaming app installs. On July 27, the first full day of competition, installs jumped 43% compared to the 2024 year-to-date (YTD) average, followed by a 49% increase on July 28.

Host country France saw a huge 180% spike in installs on the opening ceremony day. Germany and Japan also showed remarkable growth, with Germany peaking at +94% on July 28 and Japan reaching +188% on the same day. Turkey maintained steady growth, peaking at +48% on July 27.

The 2024 Paris Olympics ignited a global demand for real-time updates, driving significant increases in sports news app sessions. The official Paris 2024 Olympics app, offering personalized schedules, live updates, and exclusive content, was downloaded over 10 million times.

Adjust data shows the most notable global surge occurred on August 10, with sessions rising 36% compared to the 2024 YTD average. The closing ceremony drove a 26% increase, reflecting sustained audience engagement.

APAC saw substantial growth, with sessions increasing 64% on July 27 and 67% on July 28, peaking at +65% on August 10 and maintaining +62% during the closing ceremony.

The Paris Olympics also significantly boosted food delivery app usage, especially in France. On the opening ceremony day, app installs were 7% higher than the 2024 YTD average, while sessions surged by 27%. This trend persisted, with session growth peaking at 28% on August 4. Even during the closing ceremony, installs and sessions remained elevated, showing 9% and 10% growth rates, respectively.

Across Europe, ride-hailing and sharing app installs grew consistently during the Olympics. The opening ceremony on July 26 saw a 31% increase compared to the 2024 YTD average, with installs peaking at +44% on August 10. The closing ceremony maintained this strong momentum with a +30% increase.

France, as the host country, experienced the most significant growth. Installs surged by 61% on the opening ceremony day and remained strong throughout the games, reaching +38% on August 3 and +43% on August 10. The closing ceremony also recorded a 30% increase.

In Germany, app installs peaked dramatically on August 10, with a 107% increase. The opening ceremony day saw a 27% rise, with notable growth on August 3 (+46%) and a 91% increase during the closing ceremony.

The U.K. and Ireland also saw robust growth, especially on August 3, with installs surging by 47%. The opening ceremony day marked a 20% increase, followed by a 36% rise on August 10.

The 2024 Olympics transformed mobile engagement, with streaming and Connected TV (CTV) at the forefront. NBCUniversal and Warner Bros. Discovery broke streaming records, delivering personalized viewing experiences. Advertisers also reaped significant rewards: NBCU reported 18% higher attention, 33% better message recall, and a 67% increase in search likelihood compared to competitors.

For app developers and marketers, the Olympics offered a prime opportunity to engage with a global audience. The insights gained from the 2024 Paris Olympics are invaluable for crafting future marketing strategies for major sporting events and beyond.

Here are some strategic takeaways:

• Multi-platform integration: The seamless blend of streaming services like Peacock with traditional broadcasts during the Olympics emphasized the importance of cross-platform cohesion. Develop a cross-platform marketing strategy that includes linear TV, CTV, social media, and mobile apps to maximize reach and engagement. Ensure that your content is tailored to the specific platform and audience.
• Capitalize on high-engagement moments: Use retargeting strategies to keep your app top-of-mind for users who engage with Olympic content, ensuring sustained interaction beyond the event. Consider partnerships with influencers and athletes with a strong presence on platforms like TikTok to amplify your app's visibility and engagement.
• Innovative content delivery: The success of personalized and interactive content via CTV and mobile apps during the Olympics warrants further exploration. Engaging audiences through real-time updates, tailored viewing experiences, and interactive features could deepen user connections. Test and iterate on new ad formats that align with the evolving consumption habits of your target audience.
• Sustained user engagement: Develop strategies to maintain user engagement after the Olympics, such as leveraging athletes' content, creating follow-up campaigns, and ensuring your app remains relevant in the broader sports and entertainment ecosystem.
• Focus on women's sports: The growing prevalence and impact of women's sports globally make it an exciting space to explore at the campaign level. Sponsoring female athletes or creating content that resonates with the female audience can significantly boost app engagement. Engage with the audience on social media platforms where women's sports content is thriving.
• Campaign performance optimization: The complexity of cross-platform advertising during large-scale events necessitates sophisticated measurement and optimization tools. Connecting datasets and conducting comprehensive analyses ensures campaigns deliver desired outcomes.