Winter Sports Win Social Video Gold, Even Without Olympics

Every four years, the Winter Olympics bring a surge of global attention for niche sports. But the burst of interest isn't limited to just Olympics years. Data from Tubular Labs reveals that winter sports remain a hot topic even in non-Olympic years.

• Last year, ice skating videos drove 4.2B views across platforms in 2025, with figure skating made up the majority of those at 2.2B views, plus 36.8M engagements.
• Skiing accounted for 2.2 billion views, but some disciplines performed better than others, with ski jumping hitting 426K views per upload while freestyle and alpine skiing were closer to 128K per.
• Even without the Olympics last year, bobsled videos earned 317K views per video last year, partly led by the British team's own content.

Given the hefty price tag on Olympic sponsorships, data like this gives brands, publishers and creators a lane to win gold during the Games, even without that spend.

Skate into more of Tubular's winter sports insights on their blog.