Sports highlights one of the fastest-growing types of social media content

Social media’s role in the increasingly fragmented sports media landscape.

There has been a near-20% increase in the popularity of sports highlights on social media, along with a 13% increase in live sports consumption on social platforms, according to GWI.

As explored in WARC Media’s latest Global Ad Trends report, social media is an increasingly important part of the sports-watching journey for casual viewers and hardcore sports fans. GWI data found users are especially keen on additional behind-the-scenes content. One in five sports fans think it makes the live viewing experience more exciting. 

Moreover, watching sports as a main reason for using social media is...

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