X reports record-breaking engagement during the 2024 Paris Olympic Games, with 238 million posts generating 103 billion impressions over the two-week event. 

The platform’s data reveals an average of 433 users saw each Olympic-related post.

The 2024 Olympic engagement figures represent a steady increase from the previous comparable Games, surpassing the 187 million tweets and 75 billion impressions recorded during Rio 2016 and 150 million related posts during London 2012.

The 2020 Tokyo Olympics, affected by COVID-19 disruptions, saw lower overall engagement and is not considered a reliable benchmark.

However, questions remain about the depth of user engagement, as impressions only indicate that content was displayed, not necessarily read or interacted with.

Gymnastics emerged as the most discussed sport on X during the Olympics, potentially driven by Simone Biles’ record-setting performances, bagging three gold medals and becoming the most decorated American gymnast in history. 

Brazil, the United States, and Japan saw the highest mentions among competing nations, aligning with X’s popularity in these markets.

Despite recent reports of users switching to competing platforms like Threads, X’s Olympic engagement suggests sustained user activity, particularly around live events. 

This aligns with third-party analytics, indicating no significant exodus from the platform.