The 2026 Winter Olympics fan, decoded

As the Milano Cortina 2026 Games begin to wrap up, one thing has become clear: not all Olympic audiences engage with the Games in the same way.

‍

Orchestra's Strategic Insights team analyzed more than 3.4 million global followers of the official Olympics and Winter 2026 social accounts, uncovering fundamental—and fascinating—differences in fan behavior.

‍

Here’s what the data reveals.

‍

‍

For communications and media leaders navigating the social landscape, the takeaway is clear: Winning the moment isn’t enough. Brands need to map the full fan journey, from real-time reaction on TikTok and X to deeper analysis on Reddit and podcasts.

‍

Those who understand how engagement shifts across platforms and plan for that evolution will not just participate in the conversation. They’ll shape it. Contact us to learn how our Strategic Insights team can help you do the same.