Especially in China, freestyle skier Eileen Gu is the superstar of the Olympic Games.
Image: AFP
While the older audience watches biathlon or ski jumping on television, the younger generation has long been following the Olympic Games on other channels – and thus also other sports. The IOC is happy.
WWhen the athletes start at the Aerials competition, the audience falls silent. They drive off, raise their arms, jump a ramp, spin in the air and then land in the snow – at best. Watching them is as if numerous YouTube clips were being strung together. Do they fall? do they land The format is perfect for short attention spans – and still offers great excitement. Tiktok, Youtube, Instagram, the linear television audience has long since ceased to play a role in these Winter Games. While the older audience watches biathlon or ski jumping on TV, the younger ones watch sports on other channels.
For example, when snowboarder Anna Gasser lands a triple cork in 2018, the video is already everywhere – while she herself is still on the mountain. Breathtaking tricks, that works on the net. Aerials, snowboard or ski freestyle or ski and border cross, one discipline is more spectacular than the other – and can be marketed well online. But can the fascination of Olympia be preserved online, even if you don’t tune in live?