Eurovision organizers have transformed the song contest into an omnipresent brand by utilizing social media to promote the event throughout the year [1].
This strategic shift aims to keep the competition relevant for younger audiences who increasingly consume content via digital platforms rather than traditional broadcasts [1, 3]. By maintaining a constant presence online, the organization seeks to counter the competition from digital-native media and ensure the brand lives beyond a single weekend [1, 3].
This approach was evident during the lead-up to the 2025 edition, which culminated in a finale held in Basel, Switzerland [2]. The promotion intensified around the event, which took place on May 17, 2025 [2].
Beyond digital marketing, the contest has seen a shift in linguistic trends. During the 2025 finale, five songs performed in French [2]. A writer for Le Parisien said, « Parlez‑vous français ? » Le public de l’Eurovision va devoir se (re)mettre à la langue de Molière [2].
However, the reliance on social media is not without friction. While organizers view these platforms as essential for growth, some young users maintain a more critical perspective on digital environments [3]. A journalist from La Presse said, "Tout le monde a un avis sur les réseaux sociaux" [3].
This tension highlights the challenge of engaging a generation that is both the primary target for the brand and the most skeptical of the platforms used to reach them [3]. The organizers continue to prioritize these channels to bridge the gap between the traditional televised spectacle and modern consumption habits [1].
“Organizers have transformed the song contest into an omnipresent brand.”
The transition of Eurovision from a seasonal television event to a year-round digital brand reflects a broader trend in legacy media. By prioritizing social media engagement and diversifying the linguistic appeal of its entries, the contest is attempting to hedge against the decline of linear TV viewership among Gen Z and Millennials.
