Sports media and streaming services have been most successful in tapping into TikTok's growing popularity, according to an analysis of over 900 branded accounts from streaming analytics company Conviva.

Why it matters

TikTok saw rapid growth in 2020 but some categories have been more successful in engaging audiences – sports media records the highest number of followers while streaming services saw the quickest growth.

Short-form content is expected to be the main driver of growth in sports media consumption, so success on TikTok is a key opportunity for sports brands.

Takeaways

• Conviva adds that it takes effort and consistency to...