The 2026 Winter Olympic Games, officially known as the Games of the XXV Winter Olympiad is taking place in Milan and Cortina d'Ampezzo, Italy. From enhanced broadcast coverage to relaxed social media rules, the IOC is targeting a golden age of athlete influencers to inspire the next generation, who know exactly how to be cool on the slopes!
The Milano Cortina 2026 Winter Olympics mark a dramatic shift in how the Games are consumed, reflecting a broader transformation from traditional television broadcasting to a fragmented, digital-first media landscape.
When Cortina last hosted in 1956, it pioneered multinational television coverage; now, short-form content on platforms like TikTok, Instagram, and YouTube dominates efforts to engage younger audiences, particularly Gen Z.
Experts note that, unlike previous generations who tuned in to nightly television broadcasts, today’s fans consume sports content across multiple digital channels, forcing organizations such as the IOC and USOPC to adapt their strategies.
This evolution has accelerated following the IOC’s decision to relax social media restrictions ahead of the 2024 Paris Games, allowing athletes to share more behind-the-scenes content from Olympic venues.
The change empowered athletes to tell their own stories and significantly boosted engagement, as evidenced by the success of the “Team USA Creators” program, which generated approximately 100 million views.
The initiative returns for Milano Cortina, pairing athletes and influencers to expand reach among younger fans. For competitors like gymnast Frederick Richard, the digital shift has translated into rapid audience growth, underscoring how social media has become central to the modern Olympic experience.
