Brazil breaks digital records at the 2026 Winter Games | OneFootball

Brazil's performance at the Milan-Cortina 2026 Winter Olympic Games went beyond snow and ice competitions, reaching impressive numbers on digital platforms. The official profiles of the Brazilian Olympic Committee (@timebrasil) recorded over 400.6 million views, reaffirming the COB's position as the most followed and engaged National Olympic Committee (NOC) globally on Instagram and YouTube. Additionally, Brazil ranks among the top three on TikTok and X (formerly Twitter).

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Multiplatform reach boosts audience

During the Games, a multiplatform content strategy resulted in an audience of 400.6 million views, spread across more than 2,000 posts. This result represents an increase of almost six times compared to the Junior Pan American Games Asunción 2025, which totaled 52 million views. The connection between fans and athletes was reflected in 22 million interactions and over 120,000 new followers for Team Brazil's social networks.

Leadership on social media and historic milestones

The COB maintains its leadership on Instagram, with 2.8 million followers, and on YouTube, with 442,000 subscribers. On TikTok, it holds second place with 1.6 million followers, and on X (formerly Twitter), third, with 669,000 followers. COB's Communications Director, Manoela Penna, highlighted surpassing the goal of overtaking the United States on Instagram, even in the face of strong competition and a scenario with few Brazilian medals. “We managed to maintain our leadership and we are the largest country in the world on this platform. We have proven that Brazil maintains a very significant global relevance,” celebrated Penna.

Crucial moments for the audience explosion

Two events were decisive for the significant increase in digital audience. The Opening Ceremony, featuring the parade of Brazil's official uniform, generated 42 million views and 3 million interactions. The second major driver was the historic victory of Lucas Pinheiro Braathen, who won gold in the giant slalom alpine skiing event—the first for Brazil and Latin America at the Winter Olympic Games. On the day of Braathen's victory alone, content related to the athlete accumulated 148 million views, driving more than 600,000 new followers to his social networks.

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