Platform brought together a team of influencers to bring the atmosphere of Paris to Brazil
This will be the first year that people will be able to follow the Olympic Games live on YouTube. The platform will be the “home” for the broadcast of the competition that begins on July 26th.
With the “Paris é Brasa” project, carried out in partnership with the Brazilian Olympic Committee and Play9, the platform brought together a team of influencers made up of names such as Igão and Mítica from Podpah, Fátima Bernardes, Matheus Costa, Alê Xavier and Luana Maluf from “Passa a Bola”, Ellen Valias, Valentina Bandeira and many others, to be responsible for bringing the atmosphere of Paris to Brazil.
In addition to them, CazéTV will be responsible for broadcasting 300 competitions, divided into 28 sports, totaling 500 hours of content, and, for this, YouTube announced that it will bring the Multiview tool, which will allow the channel to provide a mosaic with broadcasts of four sports at the same time and live.
According to Victor Machado, head of sports at Youtube in Brazil, this will be the first time that a partner from outside the USA will offer this experience, which was launched this year for Coachella.
“At the Olympics, many events take place at the same time, so there will be sports links, but we will also give the audience the opportunity to watch up to 4 live videos at the same time”, explained the executive.
About “Paris é Brasa”, Gustavo Serra, CCO and partner at Play9 explained that the idea was to combine entertainment with information. One of the initiative’s programs will be led by Podpah hosts and will take place every day, from 7pm to 8pm, with information about what happened in the competition and will be attended by the other names from the project.
“We are creating a proprietary product for the Olympics. In terms of editorial content, we want to have a subscription so the public understands that it will be another coverage approach. It will be a humorous newspaper, with a Globo Esporte feel on digital, with the boys very comfortable, moving around the studio, but drinking a little from the mesacast source because there will be guests”, explained Serra.
In addition to this, the broadcast will also feature a daily newsletter led by journalist Tino Marcos and content creator Daniel Braune, with journalistic information about the competition.
Asked about the sponsors that will be together with Youtube, COB and Play9, Thales Almeida, manager of commercial solutions for sports, stated that three of the four quotas have already been negotiated, but that he cannot yet disclose the names of the brands.
Sports consumption on the platform
During an event held this Wednesday (15), Machado explained that the change in the consumption of sports content on the platform was the kickoff for the initiative.
The executive also highlighted that sports consumption on YouTube has grown on Connected TV, with 76 million people watching videos on television, both live content and the best moments, challenges and other sports formats that are published on the platform. According to him, this movement is part of the Brazilian culture of watching this type of content on TV.
“Sport used to be people’s Sunday program and the form of consumption was more passive. We turned on the TV and watched what was on there, but this evolved and expanded. Today, 80% of Brazilians believe that YouTube revealed new ways of consuming sports content”, said Machado.
Another insight that made the platform understand that live content could be useful was research that showed that the search for sports on Google dropped drastically during the pandemic period, but not on YouTube because people are used to looking for content beyond the live.
“This showed us that the interest existed and that it made sense to take live content to YouTube to deliver a more complete experience to fans”, added Machado.
