Snoop Dogg contributes to the increase in Summer Olympics viewership.

• The 2021 Paris Olympics have surpassed the 2021 Tokyo Games in terms of viewership, and the opening ceremony drew a larger audience than the 2016 Rio Games.
• The presence of hip-hop artist and entertainer Snoop Dogg in the Paris Olympics has attracted a significant number of spectators and is generating considerable social media attention.
• NBC has been strengthening its bond with Snoop Dogg, who first appeared in the Olympics in a highlight show with Kevin Hart in 2021.
• This fall, Snoop Dogg will join the panel of judges on "The Voice."

In the U.S., millions of viewers are watching the Summer Olympics in Paris and are also enjoying a dose of Snoop Dogg as part of the experience.

The 2022 Beijing Olympics had an average of 34 million viewers per day, a 79% increase from the 2021 Tokyo Olympics, as per an NBC Sports release.

NBCUniversal, the TV and streaming broadcaster of the Games in the U.S., has been highlighting not only the success of their production but also the celebrities and personalities they employed as part of the coverage, particularly Snoop Dogg.

The sports commentator and entertainer, who was once a hip-hop artist, has been present at the Paris Games, conversing with athletes and their families, attempting sports with Olympic celebrities, and providing analysis.

During a press call this week, NBC's executive producer of the Olympics, Molly Solomon, referred to Snoop Dogg as an "ambassador of happiness."

"Solomon stated that he was pleasantly surprised by Snoop Dogg's popularity, but never underestimated him, as he possesses a wonderful mix of swagger, positivity, charisma, and vibes."

Snoop Dogg, who participated in the Olympic torch run, has sparked excitement on social media with his energetic cheering and selfies with athletes and spectators, including tennis legend Billie Jean King.

He has sparked some viral moments, such as cheering alongside U.S. swimmer Caeleb Dressel's wife and baby son when Team USA won its first gold medal and dancing in the crowd as the U.S. women's gymnastics team responded from the mat.

His swimming lesson from Olympic legend Michael Phelps also floated around the internet.

"Krissy Birdsall, a student at the University of Wisconsin-Madison, stated that the first time she watched him on Olympic coverage was during the track and field trials in June. She added that she has been watching more of the Games due to the time difference in Paris. According to her, he was entertaining and brought a unique perspective to the world of track and field."

Pumped-up audience

For several years, NBCUniversal had been counting on the success of the Paris Olympics and Snoop Dogg.

In 2021, the rapper, who was famous for songs like "Gin and Juice," made his Olympic debut by hosting a highlight show with comedian Kevin Hart on Peacock. Despite low viewership for the Tokyo Games and limited live events on Peacock, their show was a hit, with several clips becoming viral.

In an interview with CNBC, Solomon stated that Snoop Dogg set the Olympic world on fire in Tokyo. The following year, NBC's executives met with Snoop Dogg to discuss his future role in the Olympics broadcast.

Solomon stated that he truly desired to visit the Olympic city and share the athletes' narratives.

During a press call in July, Mike Tirico, host of "Primetime in Paris," highlighted Snoop Dogg's work before the Games, emphasizing his early arrival and connections with athletes.

Snoop Dogg simplified his preparation process.

"During the press call, he stated, "My preparation for prime time is me. I slide into the practice facilities with different teams and am one of those individuals who likes to get involved.""

During the Olympic trials earlier this summer, Snoop Dogg was present, and since then, he has appeared in various places. While Tirico, Kelly Clarkson, and Peyton Manning led the opening ceremony, Snoop Dogg interviewed American athletes while wearing the same Ralph Lauren blazer as them.

Kendall Wright, a Northwestern University student, stated that Snoop Dogg is highly adaptable and capable of surpassing expectations.

He is adorned in USA attire, featuring an NBC jacket bearing his name and T-shirts displaying the images of renowned athletes like Coco Gauff and Kelly Cheng.

"John Fortunato, a communications and media management professor at the Fordham University Gabelli School of Business, stated that the Olympics is a sporting event, but its audience is not traditional. He explained that the Olympics has a unique appeal due to its personality and ability to relate to the audience as a fan."

Snoop Dogg will be joining the coaching team on "The Voice" on NBC and Peacock this fall.

Jenna Mindes, a human resources professional from Woodcliff Lake, New Jersey, explained why Snoop Dogg and Alex Cooper were included in the Olympics, particularly for the millennial and Gen X audience.

Although she adores gymnastics and attended the Olympic trials in Minneapolis this summer, she is not fond of the incorporation of celebrities in the Olympics.

Gymnastics and other less mainstream sports have gatekeepers who are serious about their sports, and celebrities entering the conversation can dilute the sport, according to her.

NBC Sports President Rick Cordella stated that the increase in pop culture, celebrities, and Snoop has contributed to the popularity of the Paris Olympics.

The "Gold Zone" show on Peacock, featuring Scott Hanson of "NFL Red Zone" and Alex Cooper of the podcast "Call Her Daddy," has gained popularity.

Cordella stated that Peacock's Olympics strategy has been a significant factor in the viewership numbers, and they have adopted a new approach to it.

The Paris Olympics, despite being the lowest-ever rated Summer Olympics in Tokyo in 2021 and the lesser-watched Winter Olympics in Beijing in 2022, has been successful.

The Tokyo Olympics encountered numerous challenges. The games were postponed by a year due to the Covid-19 pandemic; spectators and families were absent from the events; few events were accessible on streaming service Peacock; and U.S. viewers faced a significant time difference.

The Paris Olympics audience has been captivated since July 26, with the opening ceremony on the Seine River attracting 28.6 million viewers, surpassing Tokyo's 17.9 million and Rio's 26.5 million, making it the most-watched Opening Ceremony since 2012 in London.

In an interview with NBC Nightly News' Lester Holt, Snoop Dogg revealed that he never imagined playing the role he is currently in, despite his wildest dreams, after watching the Olympics as a child.

He told Holt that he was the biggest kid in the crowd while cheering on the U.S. athletes at the games.

NBCUniversal, the parent company of CNBC, owns NBC Sports and NBC Olympics. NBC Olympics holds the U.S. broadcast rights to all Summer and Winter Games through 2032.