The recent Paris Olympics had a significant impact on leading news publishers in both the UK and the US, as evidenced by the surge in website traffic during the 18-day event. According to data from digital market intelligence company Similarweb, several UK news publishers reported a notable increase in website visits during the Paris Olympics, with year-on-year traffic trends showing a strong upward trajectory. In the US, however, there was a drop in visits compared to the previous fortnight, which could be attributed to the attention-grabbing news stories preceding the event. These included the assassination attempt on Donald Trump and the announcement of Joe Biden standing down as president.

The Paris Olympics generated much more interest among readers compared to the covid-impacted 2021 Tokyo event, with several top UK news sites experiencing a surge in website traffic during the 18-day Olympic period. The BBC, The Independent, and the Birmingham Mail were among the publishers that saw the largest increase in website visits, with percentages ranging from 5% to 12% compared to the 18 days immediately before the Olympics.

Mail Sport reported a remarkable increase in daily page views during the 2024 Olympics, with the numbers doubling in comparison to the Tokyo event. The Sun and The Guardian also observed a substantial rise in site traffic on Olympic-related articles, with their total page views registering significant growth compared to previous Olympic events. In fact, The Guardian’s page views were 44% higher than during the Tokyo Olympics and 52% higher than the Rio de Janeiro Olympics.

The surge in website traffic was primarily driven by captivating stories related to the Paris Olympics. The reporting on remarkable athletes such as gymnast Simone Biles, sprinter Noah Lyles, and British tennis hero Andy Murray garnered substantial reader interest, making a significant contribution to the overall increase in traffic.

The New York Times Company’s sports title, The Athletic, also experienced a surge in website traffic during the Paris Olympics, marking it as one of the publication’s top-performing weeks. Similarly, The Washington Post observed a significant reach across its site, app, and off-platform during the three weeks of the games.

According to Alex Peake, The Sun’s head of digital sport, the traffic sources for Olympic-related content were more balanced this year, with direct and search traffic showing an increase compared to previous Olympics. This shift in traffic dynamics reflects the unique appeal of the Olympics, where coverage of relatively lesser-known athletes and sports takes center stage.

The surge in website traffic was not limited to news sites in the UK, as several US news publishers also experienced significant growth in traffic during the Paris Olympics. Most news sites, including Fox News, The New York Times, CBS News, NBC News, CNN, and BBC.com, reported traffic growth ranging from ten to 20%. People.com and the Associated Press stood out with a notable increase in traffic, demonstrating the widespread interest in Olympic-related content.

Additionally, an analysis by Similarweb of Google searches related to the Olympics revealed the top-performing news publishers in search traffic. Mail Online emerged as the leading site in the UK, securing the highest volume of Olympic search traffic, followed by The Guardian and the BBC. In the US, Yahoo.com, USA Today, and NBC News were among the top performers in Olympic search traffic.

The Paris Olympics proved to be a game-changer for leading news publishers, driving a substantial increase in website traffic and reaffirming the widespread reader interest in captivating Olympic stories. With the surge in traffic and the diverse sources contributing to this growth, the Paris Olympics set a new benchmark for engaging sports coverage, underscoring the unique appeal of the event for both readers and publishers alike.

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