In 2018, the International Olympic Committee (IOC) began broadcasting the games on Olympic TV.
This was an important step in the development of digital platforms such as YouTube, which are capable of enabling viewers to share content across the globe.
But it was also a huge risk for the sport of sport that many viewers and viewers-friendly brands are reluctant to embrace.
“We’re all for having our own content, but the IOC’s announcement about the Olympics streaming is just the start,” said Mark Hurd, CEO of video platform Vimeo.
“The IOC’s position on streaming is very clear and it’s quite clear that it’s a very difficult position to be in.
There’s an awful lot of brands who don’t want to put their name on a platform that can be watched by the whole world.”
This is not the first time that the IOC has been criticised for the lack of content it produces.
In 2018 the IOC also announced plans to launch a global sports content portal, but it was ultimately shelved after some brands complained it would not provide them with enough content to compete with the likes of YouTube.
“I have seen it before, and I have seen how it ends,” Hurd said.
“It’s a huge gamble to bet on a digital platform to get people to watch their sports.”
The IOC also revealed plans to create an app called ‘Videos for the Olympics’ that will allow users to upload their own videos and upload them to YouTube, Facebook, and other platforms to compete in the Olympic Games.
“A lot of people are looking for the next big thing,” Hauld said.