IOC Deems Milan-Cortina Games a Global Digital Success

26th June 2026

There were unprecedented levels of digital engagement for The Games last February across platforms worldwide.

While linear television remained the dominant viewing platform the use of digital channels surged to new heights:

• 17% of viewers watched the Games exclusively through digital platforms, that compares to 11% during Beijing 2022.
• 60% of viewers watched across both television and digital channels, highlighting an increasingly seamless, multi-platform experience.
• On television, audiences watched an average of 6.9 hours of Milan-Cortina 2026 coverage, up from 6.1 hours for Beijing 2022 and 5.6 hours for PyeongChang 2018.

“Milano-Cortina 2026 also demonstrated the enduring global appeal of the Olympic Games, reaching and engaging audiences around the world in unprecedented ways,” said the IOC President, Kirsty Coventry.

She was speaking at the 146th International Olympic Committee Session in Lausanne, Switzerland.

“Across broadcast, streaming, digital and social media platforms, billions of people followed the performances and stories of the athletes,” she added.

“The incredible global engagement seen throughout Milano Cortina 2026 once again showed that the Olympic Games can unify people and bring people together in a way that few other events can.”

Viewer satisfaction reached high levels:

• 84% of audiences stated that they enjoyed the Games, up from 74% previously.
• 53% of viewers expressed a desire to watch more Olympic coverage, up from 46% previously.

Global interest in the Olympic Winter Games rose, with the conversation on social media platforms reaching historic levels.

Here are some of the findings of research into how people consumed the Games:

• An estimated 110 billion social media engagements were recorded during the Games period globally across all Olympic stakeholder, media and general public channels.
• Internet search activity reached an index four times higher than that of the previous Olympic Winter Games.

Across the IOC-owned digital platforms, the growth was equally striking:

• The Olympics Web & App reached 133 million cumulative monthly users, nearly double the 68 million recorded in 2022.
• Social media engagement climbed to 12.7 billion, up from 3.2 billion.

Image c/o IOC Media

Milan-Cortina 2026 delivered an unforgettable on-the-ground experience, welcoming over 5.4 million spectators and visitors across competition venues, Fan Zones and the Olympic Torch Relay.

The response from those in attendance was overwhelmingly positive – with 85% of ticket-holders rating their experience as good or excellent.

This rose to 92% among Italian ticketholders.

For athletes, the Games were equally meaningful.

Dave Ryding waving goodbye at the end of his last Olympics. Image © Sam Mellish/Team GB

Nine in 10 athletes described their participation as one of the most memorable moments of their careers.

Among those surveyed:

• 92% cited competing at the world’s biggest multi-sport event as a primary motivation.
• 83% highlighted the importance of becoming an Olympian.
• 79% per cent of respondents considered the Games a success, increasing to 84% in Italy.
• 74% of Italians believe the Games will leave a lasting positive legacy for the host regions.

The broader significance of the Olympic Movement was also clearly recognised:

• 80% agreed the Olympic Games are more important than ever in a divided world.
• 79% said the IOC successfully brings the world together in peaceful competition.
• 77% believe the IOC contributes to building a better world through sport.

Zoe Atkin from TeamGB with her coach Joe Schuster after a practice run on the Half Pipe at the Livigno SnowPark during Milano Cortina 2026 Winter Olympics on the17th February 2026. Photo by Sam Mellish / Team GB.

The brand tracker, broadcast research, and consumer and athlete surveys were conducted by Nielsen and Publicis Sport & Entertainment.

Across all consumer studies a total of more than 60,000 people in 15 countries were surveyed, with all respondents aged between 13 and 65.

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