The 2024 Paris Olympics is a trending topic on social media, with the different platforms being especially active this summer. This is common with Gen Z and millenials, with a survey by marketing agency re:act showing that 62% of people aged 25 to 34 use social media more during these events. For those aged 16 to 24, the number was 53%.

Even with TV still being the main way people watch sports and reality shows, the social hype keeps growing. The survey also showed that about 18% of millenials and 17% of Gen Z now prefer catching up on events via social media. This trend gives brands a great chance to connect with these age groups during popular events.