Цифровата трансформация и медийното отразяване на олимпийските игри
Digital Transformation and Media Coverage of the Olympic Games

Author(s): Miliana Veleva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Milan-Cortina 2026 Olympic Games; media coverage; social media; digital content; TV ratings
Summary/Abstract: The Olympic Games are not only the largest sporting event, but also receive the most extensive media coverage. According to data from the International Olympic Committee (IOC), the 2024 Summer Games in Paris were watched by half the world’s population. Interest in the event has grown in tandem with technological advancements. In recent years, streaming services have won the battle against linear television, and Olympic content on social media is breaking all records. The digital transformation is revolutionizing media coverage of the Olympic Games, and the Milan-Cortina 2026 Games provided a number of examples in this regard.

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