YouTube x the 2026 Milan Cortina Winter Olympics
Turned YouTube into the digital epicenter of the 2026 Winter Olympics.
The Brief
Leverage a marquee global cultural moment—the 2026 Milan Cortina Winter Olympics—to accelerate watch time, shift brand perception, and cement YouTube as an indispensable part of the cultural conversation.
The Idea
Pair official highlights and exclusive behind-the-scenes creator content with an innovative search and discovery engine that connects fans directly to the moments they care about most.
The Execution
Secured Marquee Content & Global Rights: Partnered with official Olympics partners to obtain official clips and highlights for 162 territories, brokered a landmark US deal with NBC to unlock exclusive creator access points, and partnered with the IOC to scale creator storytelling globally.
Engineered an Unmissable On-Platform Discovery Experience: Built a first-of-its-kind Search and Discovery engine that made Olympic content unmissable.
Drove Scaled Off-Platform Tune-In: High-visibility Google homepage promotions, targeted email marketing, and a social campaign brought fans across the web directly to YouTube.
The Impact
The most viewed Winter Olympics on YouTube of all time.
Unique Viewers (Most-watched Winter Olympics in YouTube history)
Watchtime of Olympics content on YouTube
Increase in 18–34 Viewership (vs. Beijing 2022)
Increase in views on creator content (vs. Paris 2024)
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