The Unexpected Olympic Champion: How TikTok Outshone Peacock in Tokyo
The 2020 (held in 2021) Tokyo Olympics were poised to be a landmark event for streaming. NBCUniversal, armed with its exclusive broadcast rights through 2032, confidently presented its brand-new platform, Peacock, as the ultimate destination for Olympic viewing. The website boasted about a dedicated “Tokyo NOW” channel, promising four daily live shows packed with competition coverage, highlights, interviews, and compelling narratives from the Games. The promise was clear: unprecedented, accessible, on-demand Olympic content delivered straight to viewers.
However, the reality fell far short of the hype. Streaming the Olympics on Peacock became a frustrating ordeal marred by technical glitches and perplexing programming decisions. A quick search of “how do I watch the Olympics” on Twitter would reveal a torrent of angry tweets from users struggling to access even basic coverage, particularly gymnastics. Cord-cutters, eager to embrace the streaming future, found themselves particularly disadvantaged.
The opening ceremony, a cornerstone of the Olympic experience, was conspicuously absent from Peacock’s live offerings. Basketball fans faced a similar disappointment, with the entire sport relegated to Peacock’s paid tiers in a blatant attempt to boost subscriptions. The promised 4K coverage, a significant selling point for many, remained elusive, as Peacock lacked the technical capabilities to deliver it. The platform’s struggles were undeniable, a major letdown given the magnitude of the Olympics and the substantial investment NBCUniversal had made.
While Peacock stumbled, another platform quietly emerged as an unexpected champion: TikTok. This video-sharing app, often associated with viral dances and short-form entertainment, proved to be a surprisingly effective and engaging way to experience the Olympics, offering a unique perspective that traditional broadcasters often missed.
One compelling example of TikTok’s strength lies in its coverage of Simone Biles’ withdrawal from the gymnastics team final. The Washington Post highlighted NBC’s failure to initially broadcast Biles’ unsteady vault performance before her decision to prioritize her mental health. This crucial moment, laden with emotion and significance, was largely absent from mainstream coverage. However, on TikTok, videos of Biles’ vaults quickly gained traction, providing viewers with valuable context and a sense of connection that was sorely lacking in traditional broadcasts. This grassroots, unfiltered access allowed viewers to witness the athlete’s struggles firsthand and understand the complexities of her decision.
TikTok’s appeal extended beyond capturing missed moments. The platform became a hub for intimate, behind-the-scenes glimpses into the lives of the athletes themselves. They shared personal stories, celebrated victories, and offered lighthearted moments of camaraderie. Where was Peacock when British swimmer Adam Peaty proudly displayed his Olympic gold medal? Where was Peacock when athletes hilariously tested the rumored cardboard beds in the Olympic Village? These moments, often fleeting and unscripted, provided a humanizing element that resonated deeply with viewers.
The rise of TikTok as an Olympic platform reflects a shift in viewer behavior. As Ali Fazal, vice president of marketing at influencer marketing company Grin, observed, "In this day and age, the average Olympic viewer is not loyal to a TV network or station, but they are loyal to people." In an era of fragmented media and personalized content, viewers are increasingly drawn to authentic voices and relatable experiences. TikTok, with its emphasis on user-generated content and community engagement, perfectly caters to this desire.
Traditional broadcast models rely on capturing viewers’ attention at a specific time and place. However, TikTok allows viewers to engage with the Olympics on their own terms, at their own pace. They can choose to follow specific athletes, explore trending moments, and participate in conversations with fellow fans. This level of control and customization is a significant departure from the passive viewing experience offered by traditional television.
Of course, TikTok is not without its limitations. It cannot replicate the comprehensive, wall-to-wall coverage that larger, better-resourced networks can provide. However, what TikTok lacks in size and scope, it more than makes up for in heart, ease of use, and the unique perspectives it offers. The platform’s ability to capture the human element of the Olympics, to showcase the stories and personalities behind the medals, makes it a compelling alternative to traditional broadcasts.
Consider the viral video of the New Zealand Olympic team measuring their biceps. This seemingly insignificant moment captured the lighthearted spirit of the Games and provided a glimpse into the camaraderie among athletes from different nations. Such moments, often overlooked by mainstream broadcasters, are the lifeblood of TikTok and contribute to its unique appeal.
The success of TikTok at the Tokyo Olympics raises important questions about the future of sports broadcasting. As audiences increasingly turn to digital platforms for their entertainment and information, traditional broadcasters must adapt to stay relevant. They need to embrace new technologies, experiment with different content formats, and prioritize the needs and preferences of their viewers.
NBCUniversal’s experience with Peacock serves as a cautionary tale. Despite its vast resources and exclusive broadcast rights, the network failed to deliver a seamless and engaging streaming experience. Technical glitches, programming limitations, and a lack of attention to viewer feedback undermined its efforts.
In contrast, TikTok’s success was driven by its organic, user-driven approach. The platform empowered athletes to share their stories, fostered a sense of community among viewers, and provided a platform for spontaneous, unscripted moments. This approach resonated deeply with audiences and positioned TikTok as a valuable source of Olympic content.
For these reasons, it is time for the International Olympic Committee to consider a bold move. While broadcast rights-holders have paid billions for the privilege of airing the Games, the IOC owes a debt to TikTok for making the Tokyo Olympics more accessible, engaging, and human. Awarding TikTok a significant contract to become a go-to streaming destination for the 2022 Beijing Winter Olympic Games would be a visionary step, one that would acknowledge the changing landscape of media consumption and prioritize the needs of viewers. It is time to recognize that the future of sports broadcasting lies not in exclusive contracts and paywalled content, but in open platforms, authentic voices, and the power of community.
