A tidal wave. The Milan-Cortina 2026 Paralympic Games were a smash hit on the International Paralympic Committee's social media channels. In its report, the IPC mentions 648 million videos viewed during the 12 days of competition, representing a an increase of 3.144% compared to the Beijing 2022 GamesThe number of views also doubled compared to the Paris 2024 Paralympic Games, which offered more sports and more days of competition.
« Milan-Cortina 2026 was by far our most successful Winter Paralympic Games to date in terms of digital content and engagementThe content broadcast before and during the Games reached record numbers., says Mike Peters, IPC's executive director. The fact that the Milan-Cortina 2026 Winter Paralympics have surpassed the Paris 2024 Paralympics, which had already broken all records, on certain social media platforms highlights the growing global interest in Paralympic sport among young audiences, demonstrates the value of working closely with major social media platforms, and highlights the quality of talent within the IPC content team. »
The public has widely consumed these videos on YouTube (493,4 million views)Instagram (59 million), Facebook (44 million), TikTok (31,4 million), Douyin, and Weibo (nearly 21 million) follow. The IPC also gained over 250.000 subscribers on YouTube and has a total of 10,2 million subscribers across all platformsOne final element that confirms this enthusiasm: the IPC website saw its traffic increase by 43% (more than three million visitors) compared to Beijing 2022.
