The under-18 world of Latin America facing the Olympic Games

Most kids and teens in Latin America eagerly anticipated the arrival of the Paris 2024 Olympic Games. This was highlighted by a survey conducted by Kids Corp, a martech company specializing in the U18 segment and their families.

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According to the report presented by the marketing and advertising company aimed at minors, 70% of kids and teens in the region showed this level of interest in the world's largest sporting event, held every four years and this time hosted by the capital of France.

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The purpose of this work, which shows the relationship between them and sports in Latin America, is to provide a reference on how kids and teens experience the Olympic spirit. For 42% of this audience, soccer is the competition they most eagerly wish to follow, while YouTube (35%) is the most chosen social media platform to watch the event.

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Beyond the games themselves, the study highlights how the U18 segment adopts sports as a central activity.

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Sports in Childhood

The Kids Corp report states that during childhood, sports activities become part of the weekly routine, and this trend strengthens during adolescence, especially among boys.

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Some notable data within the report include that, at the regional level, four out of 10 U18 individuals engage in sports after school. However, it also notes that after the age of 12, sports participation among girls tends to decrease.

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According to the study, 56% of boys participate in team sports, while 44% of girls choose individual disciplines. Meanwhile, seven out of 10 kids and teens purchase merchandise from their favorite sports teams.

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Sofía Mandrino, Brand Strategist Lead at Kids Corp, comments that while highlighting the importance of sports in the lives of kids and teens, the report provides valuable data and insights for marketing professionals focused on those under 18.

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“Understanding these dynamics not only allows for better connection with this audience but also strengthens the emotional bond with their favorite brands,” she states.

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Paris 2024 for U18

YouTube is the most chosen social media platform for Paris 2024, especially among older boys. TikTok becomes their second most coveted information space, with slightly more appeal among older girls. Additionally, television channels, both free-to-air and pay-TV, remain sources of consumption across genders and ages.

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The Olympic Games broadcasts are primarily tuned in from home, where kids and teens share this activity with their families. However, as they grow older, they also choose to watch the competitions with their friends.

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22% of teens say they want to watch them with friends, compared to just 6% of younger kids. For 74% of the younger ones, it’s important to watch with their parents, a figure that drops to 67% among teens.

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Boys express enthusiasm for the competitions, the arrival of athletes, and draw comparisons to the World Cup. Girls, on the other hand, show more interest in the spectacle behind the event. 26% of them want to see the opening ceremony show.

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