IPC’s digital channels enjoy record 2024
More than 1.6 billion video views across IPC digital channels in 2024, while number of internet searches breaks the one billion barrier for the first time 16 Jan 2025
The International Paralympic Committee’s (IPC) digital channels enjoyed a record year in 2024 with an unprecedented number of video views, engagements and followers.
Helped by the success of the Paris 2024 Paralympic Games, content on the IPC’s channels recorded more than 1.6 billion video views, an 81 per cent growth compared to 2021 the year of the Tokyo 2020 Paralympic Games.
During the Paris 2024 Paralympic Games, there were 305 million video views across the IPC’s channels, a 35 per cent increase compared to Tokyo 2020. The number of engagements grew to 16.1 million, 24 per cent more than the previous summer Games.
The number of internet searches also broke the one billion-barrier for the first time, underlining the growing global interest and engagement in the Paralympic Games.
In the two weeks leading up to the Paris 2024 Paralympic Games Opening Ceremony, IPC digital channels enjoyed 225 million video views, a 448 per cent increase compared to the same period for Tokyo 2020.
Across the whole year, the IPC’s social channels generated nearly 91 million engagements from more than 7,400 posts.
The IPC finished the year with more than 8.9 million followers across all platforms. TikTok is the most popular with 4.7 million followers, while both Instagram and YouTube achieved more than one million followers during 2024.
Craig Spence, the IPC’s Chief Brand and Communications Officer, said: “The record-breaking IPC digital figures for 2024 highlight the growing global appeal of the Paralympic Games, in particular among younger audiences who are not just big sport fans but socially conscious and big supporters of the IPC’s inclusive vision.
“By working with several digital platforms, we were able to maximise the global reach of the Paralympic Games. Following the London 2012 Paralympic Games we were delighted to finish the year with more than 100 million video views, so to achieve more than 1.6 billion just over a decade later is fantastic, shows tremendous progress, and is testament to the work of Team IPC and the support of digital platforms.
“With LA28 on the horizon, it is greatly encouraging that USA was our best performing market, giving us a strong platform to build from over the coming years.”
Ahead of the Paris 2024 Paralympic Games, the IPC ran its Sport Weeks campaign, turning over its digital channels to a different Paralympic sport each week for 22 weeks. With the tremendous support of Allianz, the IPC produced Sport Explainers, 90-second-long animated guides to each of the 22 Paralympic sports.
For Paris 2024, the IPC teamed up with YouTube to maximise the global reach of the Paralympic Games, complementing the coverage of official broadcasters. Nearly 1,400 hours of live coverage was made available to users across 175 markets and territories, while more than 1,200 highlights clips of the best sporting action and 400 YouTube shorts were also produced.
The IPC worked with TikTok to produce a range of short form content for the @Paralympics TikTok channel, including clips of the best sporting moments. In total the content received more than 125 million views, 6 million engagements, and reached a global audience of around 120 million people.
Nearly 1.5 million people viewed the @Paralympics LIVE content, which featured interviews with Paralympians in and around Paris 2024. During the TikTok LIVES, viewers were able to send exclusive Phryge Gifts, with each gift leading to TikTok donating towards the IPC’s global Para sport development programmes. A total of USD 500,000 was raised, which will now increase opportunities for persons with disabilities to experience the transformational power of sport and physical activity.