NBCU’s Creator Collective Returns for 2026 Olympics to Target Gen Z Viewers

NBCUniversal is expanding its digital strategy for the 2026 Winter Games. The company will bring over 25 social media creators to Milan and Cortina d’Ampezzo, Italy. They aim to reach younger audiences where they consume content.This initiative revives a successful program from the Paris 2024 Summer Games. According to The Hollywood Reporter, the move is a direct effort to build the next generation of Olympics fans.

Who Are the Creators Headed to Milan?

The creators come from major platforms like YouTube, TikTok, and Meta. The diverse group includes YouTube’s Cleo Abram and Jordan Howlett, plus TikTok stars Molly Carlson and Ashley Yi. Podcast hosts like Matt Rogers and Bowen Yang are also participating.They will produce content from various Olympic venues. In a first, YouTube creators will get access to the athlete village. This unprecedented access aims to deliver authentic, behind-the-scenes stories.

Why NBCU is Betting Big on Creator Content

The strategy is driven by impressive results from the Paris 2024 program. That inaugural Creator Collective garnered nearly 300 million views. The engagement proved the model’s power for reaching vital, younger demographics.For advertisers, it offers new sponsorship avenues with trusted creators. For platforms like YouTube, it ties their stars to a premier global event. Ultimately, it merges traditional broadcast with the authenticity of the creator economy.

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The return of the NBCUniversal Creator Collective signals a permanent shift in how mega-events are covered. By embedding digital storytellers, the 2026 Winter Olympics will meet a new generation of fans on their own turf.

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What is the NBCUniversal Creator Collective?

It is a program where social media creators partner with NBCU to cover major events like the Olympics. They produce digital content for platforms like YouTube and TikTok. The goal is to engage younger viewers beyond traditional TV broadcasts.

Which creators are going to the 2026 Olympics?

The group includes over 25 influencers from YouTube, Meta, and TikTok. Notable names are Cleo Abram, Jordan Howlett, and the podcast hosts of *Las Culturistas*. The full roster was published by The Hollywood Reporter.

How did the 2024 Paris Creator Collective perform?

The program was a major success, driving nearly 300 million views. This high engagement convinced NBCU to revive the strategy for Milan. It proved effective at connecting with next-generation fans.

Why is this important for the Olympics?

It helps the Games stay relevant with younger audiences who use social media as a primary news source. This strategy builds long-term fandom. It also opens new advertising and sponsorship opportunities.

What special access will creators get?

Creators will receive credentials to cover events and athletes. YouTube has confirmed some creators will enter the athlete village. This level of access was previously reserved for traditional media.