News Corp Australia has reported a significant increase in audience numbers across its digital brands and platforms during the first ten days of the Paris games including a 38% lift in News.com.au traffic compared to the Tokyo games.

The company's holistic business strategy has resulted in growth across its digital news sites, video, social, and audio platforms. A highlight was News.com.au, which recorded 126 million page views and 18 million video plays, marking a 38% increase from the Tokyo games.

The most popular video to date, with 484,000 plays, features Michael Phelps reacting to a swim star's pool domination. The digital print editions of The Australian, including state and regional mastheads, which feature a daily Olympics wrap, have seen 86 million page views, a 10% increase. News' daily Paris newsletters have been opened 420,000 times in the first 10 days.

News Corp's journalists on the ground in Paris have filed 670 articles so far, twice the number from Tokyo. There have been 7 million video views on social platforms, a 39% increase, 55 million content impressions, an 18% increase, and 4 million social engagements, a 30% increase.

The 'Matty & The Missile in Paris' podcast has been downloaded 160,000 times so far, doubling the downloads of the Matty Johns audio feed week-on-week.

"For the first time, News has brought its entire business together under one umbrella. This whole-of-business approach has allowed us to produce more content, across more platforms, while reaching new audiences. From print to digital, video to podcasting and newsletters to social, we have every angle covered," said Mick Carroll, News Corp Australia Olympic Editor.

"This is one of the most ambitious projects we have undertaken and it is clearly resonating with our audiences."

The data was sourced from Adobe Analytics, Salesforce Marketing Cloud, Emplifi, and Omny.