Warner Bros. Discovery is partnering with TikTok and X to stream exclusive content for the Milano Cortina 2026 Winter Olympics, a clear move to capture younger audiences who have fled traditional TV.
Feeding the feeds: As the "Home of the Olympics in Europe," WBD will push a stream of mobile-first video, from backstage footage to expert breakdowns, directly into users' personalized feeds. The content will be monetized through TikTok’s Pulse Premiere revenue-sharing program, aiming to engage fans who use the app as a second-screen experience during live events.
A two-front war: The TikTok deal is only one part of its digital pincer movement. The similar deal with X will feature exclusive highlights and insider footage across WBD's channels. A previous collaboration for the Paris 2024 games reportedly generated 2.4 trillion impressions, giving a sense of the massive scale WBD is chasing.
This two-front social media offensive spearheads WBD's plan to dominate Olympics coverage across the continent, where it holds exclusive media rights through 2032. The strategy leverages its streaming platforms, HBO Max and Discovery+, to secure its long-term position as the go-to destination for the games. The WBD deal is part of a larger sports play for TikTok, which was also recently named the first preferred platform for the FIFA 2026 World Cup.
