X is looking to make itself look more appealing to advertisers ahead of the Olympics by touting the popularity of sports discussions within the app.

X claims:

"Over the July 13-14 2024 weekend, the sports world's giant machinery roared to life as several of the biggest tournaments on the international sporting calendar awarded their champions. And when the sports world is buzzing, so is X. As fans tuned in to the action, so did they come to X to share their passions and pains before, during, and after the events. And, it was joined live by brands, pundits, and the athletes themselves."
While X saw no user growth since Elon Musk took over the app, it still remains a very important destination for discussing the issues of live events, with the sports communities in particular, being very active and engaged within the app.

For all that, Twitter is gone, and some of the related discussion has switched to Meta's Threads. But X is still best suited for live event coverage, both the real-time feed and the established communities that help connect users with what's happening, as it happens.

But which is critical to sports discussion, and as our analysis has shown, sports fans are still clearly aligned with the app. For many, Twitter was a habit, a key medium that helped connect them to like-minded fans, and they're unlikely to change from that, seemingly unless they have to.

So once again, even though X's viewership hasn't increased, it remains a determining factor, and if you are interested in reaching sporting enthusiasts, these numbers are to be used in your strategy.

And the Olympics seems to indeed be something the world will be watching again:

"The path to the Olympics is getting hotter. Talk surrounding the games has soared 112% over the last month.". With 6 in 10 sports fans on X, we are expecting a record level of engagement, viewership, and conversation around the Olympic Games. The world will watch as athletes from around the globe arrive in Paris-to include many who compete this weekend-in championship matches that will be broadcast live on X.

Sure enough, sports is a giant on other social platforms too. Big time sports conversation is happening on Snapchat and TikTok, but real-time discussion owes a chunk of itself to X, too.