TEAM GB YOUTUBE CHANNEL: A GAME-CHANGER IN OLYMPIC STORYTELLING.

9.5 MILLION VIEWS

62,000 SUBSCRIBERS

UP 432% IN WATCH TIME

With a mission to keep Olympic fans engaged outside of the quadrennial games, the Team GB YouTube channel, powered by the British Olympic Association and managed by Little Dot Sport, has become the ultimate hub for British sporting excellence. By blending iconic Olympic moments with behind-the-scenes exclusives, athlete-led series, and cutting-edge Shorts, the channel has succeeded at delivering compelling content that keeps fans connected to their favourite athletes all year round.

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Strategic Objectives and Approach

In 2022, Little Dot Sport partnered with Team GB to help maintain and grow interest in the athletes outside of the Olympic window while expanding the channel’s reach and deepening fan engagement.

Our approach focused on three core objectives:

STRENGTHENING FAN CONNECTIONS

By showcasing the personalities and journeys of Team GB athletes.

LEVERAGING A DATA-DRIVEN CONTENT STRATEGY

To optimise discoverability and engagement.

EXPANDING AUDIENCE REACH

Through original content, Olympic archive highlights, and Shorts.

What We Did

Since 2022, the channel has evolved into a dynamic storytelling platform that bridges the gap between Olympic cycles. Key initiatives included:

  • Original Content Formats: ‘A Cut Above’ presented personal athlete stories in a fresh, interview-led format with a hairstyling twist.
  • Olympic Archive Revitalisation: By reframing iconic moments - like Andy Murray’s London 2012 gold medal match - within modern storytelling frameworks, we brought new life to classic footage.
  • Shorts-First Strategy: Recognising the power of short-form content, we mixed athlete-generated clips with high-energy Olympic highlights to engage younger audiences and capitalise on YouTube’s Shorts boom.
  • Optimised Performance: By refining thumbnails, titles, metadata, and paid media strategies, we ensured that content not only reached the right audience but also maximised retention and repeat viewership.

The Results

Our data-driven approach paid off, driving record-breaking growth across key metrics:

  • 9.5 million views - a fivefold increase from the previous Olympic cycle.
  • 62,000 subscribers - doubling the audience within a year.
  • 432% increase in total watch time - soaring from 1.7m to 9.05m hours.
  • Improved gender representation, with female viewership rising from 31% to 43%.
  • 500,000 returning viewers, highlighting strong fan loyalty.
  • Shortlisted for YouTube Channel of the Year at the Broadcast Sport 2024 Awards.

 

Olympic Month: A Standout Performance

Unsurprisingly, August 2024, during the Paris Olympics, was a defining moment for the channel, which achieved staggering results:

5 MILLION VIEWS IN ONE MONTH.

4.6 MILLION MINUTES OF WATCH TIME.

21 MILLION IMPRESSIONS.

173,000 ENGAGEMENTS.

20,750 NEW SUBSCRIBERS - UP 55% IN ONE MONTH!

MOST ENGAGED NATIONAL OLYMPIC COMMITTEE CHANNEL IN 2024.

Conclusion

By blending nostalgia of past game iconic moments with fresh, engaging and innovative content formats, Team GB’s YouTube channel has proven to be an essential platform for Olympic fans. With record-breaking growth, data-driven innovation, and storytelling excellence, it continues to inspire, entertain, and connect audiences with the athletes who define British sport.

CLIENT FEEDBACK.

"I value Little Dot Studios’ expertise in production and channel management, specifically YouTube.”

Content Strategy Lead, Team GB