Paris Olympics 2024 Reaches 170 Million Viewers on JioCinema & Sports18 Network

Viacom18's inaugural broadcast of the Paris 2024 Olympics captured an impressive audience, with over 170 million viewers tuning in via JioCinema and Sports18 Network. The event generated a staggering watch time of over 15 billion minutes, marking it as the most-watched Olympics in India across both linear and digital platforms.

This historic broadcast featured the Olympics in India across 20 concurrent feeds, available for free on JioCinema, allowing fans to watch their favorite events and Indian athletes live on any device. Seventeen sports-specific feeds, along with three curated ones, were offered in 4K resolution, providing viewers with unparalleled access to the action at Paris 2024.

On traditional platforms, Sports18 – 1, Sports18 – 1 HD, and Sports18 – 2 delivered India-centric content, while global action was showcased on Sports18 – 3. English commentary was provided on Sports18 – 1 and Sports18 – 1 HD, with additional language options in Tamil and Telugu. Hindi broadcasts were available on Sports18 – 2.

The event was presented in four languages, supported by a team of former Olympians, and marked the most extensive on-ground coverage ever by an Indian broadcaster, with a crew stationed across six different venues. The inclusion of educational commentary and in-depth storytelling enhanced viewer engagement.

The coverage kicked off with a dedicated camera focused on the Indian contingent during the Opening Ceremony, giving viewers a close-up view of Team India’s parade. This ceremony was broadcast across the Sports18 Network, Colors Network, VH1, MTV, and was freely accessible on JioCinema.

For advertisers, Paris 2024 provided a lucrative platform to reach a highly passionate and diverse audience. A record 69 brands partnered with the event, contributing to a 2.6x increase in advertising revenue compared to previous Olympic broadcasts. Major partners included Reliance Foundation, SBI, JSW, Coca-Cola India, and Herbalife, with additional support from RBI, AMFI, Aditya Birla Capital, Air India, Bacardi, MRF, and more.

Innovative ad formats such as Split Screen ads, 4-sided Squeeze Backs, and special contextual features like Super Start and Winning Moment enhanced brand visibility and engagement during key moments, particularly those involving Indian athletes.

“Paris 2024 exemplifies the growing popularity of non-cricket sports among Indian viewers,” said Kiran Mani, CEO of Viacom18 Digital. “Our goal is to continually elevate the sports viewing experience, engaging fans across all screens while offering advertisers effective avenues to reach their audience.”