Short Video Platforms Battle for Olympic Commercialization

Short Video Platforms Fight for Olympic Gold: A New Era of Sports Commercialization

The Olympics are not just about athletic prowess; they're a gold mine for commercial opportunity. With traditional long-form video platforms facing challenges in monetizing Olympic content, short video giants like Douyin and Kuaishou are stepping up to the plate, ushering in a new era of sports commercialization.

Here's how these platforms are playing the game:

1. "Consumption Field" Takes Center Stage:

Gone are the days when Olympics revenue relied solely on broadcasting rights and ad placements. Short video platforms are creating a "consumption field," weaving together sports, e-commerce, and local services to offer a multi-faceted experience. This means:

• "Sports + E-commerce": Leveraging live content to showcase products, enabling seamless "watch and buy" experiences.
• "Sports + Local": Bridging the online and offline worlds with localized promotions, service offerings, and even partnerships with local businesses frequented by athletes.

2. A Multi-Pronged Approach to Monetization:

While traditional video platforms primarily relied on broadcasting rights and advertising revenue, short video platforms are exploring diverse avenues:

• IP Synergy: Inviting sports stars to join their platform, boosting influencer marketing, and creating collaborative content that resonates with fans.
• Brand Partnerships: Aligning with official sponsors and leveraging the platform for promotional campaigns.
• Sales Tie-Ins: Capitalizing on the popularity of athletes' favorite brands and products, driving local business engagement.

3. The Power of "Olympic Fever" & IP:

History shows us that Olympic events generate massive consumer interest:

• The Tokyo Olympics saw a surge in demand for Yang Qian's iconic yellow duck hair clips and carrot hair ties.
• Beijing Winter Olympics witnessed the frenzy surrounding Bing Dwen Dwen and Xue Rongrong, with merchandise flying off shelves both online and offline.

This "Olympic Fever" translates into significant revenue potential for brands and platforms alike.

4. Challenges & Opportunities:

While capturing the Olympic gold requires strategic planning and execution, the rewards are substantial:

• User Engagement: Short-form content's addictive nature can drive user engagement and platform growth.
• Content Diversification: Leveraging user-generated content related to the Olympics can provide a steady stream of fresh and engaging material.
• Advertising Boost: Increased user activity translates into higher advertising revenue potential.

The battle for Olympic content is ultimately a fight for influence, brand recognition, and commercial success. Short video platforms are rewriting the rules, offering a dynamic and interactive way to engage with the global sporting spectacle, transforming it into a vibrant "consumption field" brimming with opportunity.