TikTok and Twitch lead growth in sports social consumption

Rob Clapp

An overview of changes in sports content consumption on different social media platforms.

Sports fans are eager to play a role in creating content and new video-based social media platforms are proving popular with them, according to data from Nielsen.

Worldwide usage of TikTok and Twitch for sports news and content grew by 30% and 21%, respectively, between April 2020 and August 2021. This follows a number of successful partnerships, for example between TikTok and the Euros football tournament.

Instagram (+6%) and WhatsApp (+4%) also recorded an increase in consumption over this time, while traditional platforms like YouTube (-4%) and Facebook (-8%) have seen a drop in sports consumption....

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