Digital Breakthrough: Nordic Combined’s Social Media Boom

Over the past four seasons, Nordic Combined has undergone a remarkable digital transformation. What started as a modest social media presence in the 2021–22 World Cup season has evolved into a fast‑growing, multi‑platform ecosystem, marked by sharply rising reach, engagement and follower numbers.

Data spanning from the 2021–22 season through January 2026 reveals consistent progress across all key metrics, with a decisive breakthrough beginning in the 2024–25 season. Since then, growth has accelerated at an unprecedented pace.

Explosive follower growth

Nordic Combined’s social media audience has grown every single season since 2021–22. The discipline closed the 2021–22 season with 33.7k followers. This rose to 40.4k in 2022–23 (almost 20% growth), and climbed to 46.2k in 2023–24 (around 14% more).

The real turning point arrived in 2024–25. In just one year the total number of followers jumped to 74.9k, an increase of more than 60%. Momentum has not slowed: by January of the 2025–26 season Nordic Combined had already reached 101k followers, adding nearly 35% in only a few months. Overall, Nordic Combined has almost tripled its social media following since 2021–22.

Reach expands to a whole new level

Reach figures clearly illustrate the magnitude of the transformation. In 2021–22 Nordic Combined content reached 8.1 million users. This grew to 10.5 million in 2022–23, before dipping slightly to 9.3 million in 2023–24 during a transitional phase.

Everything changed in 2024–25. Reach surged to 33.0 million, an increase of more than 250% compared to the previous season — a decisive shift into a new tier of digital visibility. The current season carried this momentum forward: by the end of January 2025–26 reach had already hit 30.3 million, nearly matching the total of the entire previous season with several months still to go.

Engagement rises with scale

Engagement followed a similar upward trend. After 281k engagements in 2021–22, interaction fell to 182k in 2022–23, then rebounded to 255k in 2023–24. The 2024–25 season set a new benchmark: total engagements climbed to 696k, nearly three times the previous season. By January of 2025–26 engagement had already reached 492k — around 70% of last season’s total.

While average engagement rate has stabilised at about 4%, the sharp increase in reach has driven a dramatic rise in absolute interaction volume.

TikTok, storytelling, and shared content as growth engines

A key driver behind the 2024–25 surge was the launch of the Nordic Combined TikTok channel. In its first season TikTok quickly became one of the strongest platforms in terms of reach, with several posts generating between 880k and 1.6M views.

Beyond competition coverage, dedicated storytelling projects helped expand the audience. The documentary “The Overlooked” introduced a narrative‑driven approach that attracted viewers beyond the existing fan base and encouraged deeper engagement.

At the same time, Combined for Change — a sustainability initiative developed with Viessmann and Local Organising Committees — showcased concrete efforts to make Nordic Combined events more sustainable. Linking sport with sustainability topics (for example the Snowmorrow campaign launched at the FIS Nordic Junior World Ski Championships in Planica 2024) increased content relevance and contributed to the strong reach achieved.

Shared high‑quality media via the FIS Content Exchange Platform

The growth has been amplified by the availability of high‑quality competition clips and official photos from all FIS World Cups. Optimised for mobile and rights‑compliant, this content is distributed rapidly through the FIS Content Exchange Platform (CXP), enabling fast, consistent and wide distribution across channels.

By mid‑January 2026 approximately 250 social media posts using CXP content had been published by athletes and NSAs. Around 60 Nordic Combined athletes actively used the platform, making Nordic Combined one of the top FIS disciplines for shared footage. Athlete feedback has been positive, underlining the value of easy access to ready‑to‑use content.

Instagram and TikTok are the primary channels where this footage is deployed, reinforcing the discipline’s mobile‑first, short‑form storytelling strategy.

A new digital reality

Compared to 2021–22, Nordic Combined now operates on a completely different digital scale. The discipline reaches far more users, generates significantly higher engagement, and continues to grow its audience at an accelerated pace.

With increased content output, a balanced platform strategy, the successful introduction of TikTok, impactful special projects and the support of the FIS Content Exchange Platform, Nordic Combined has firmly entered a new digital era — and is well positioned to continue rapid growth in coming seasons.