How Social Media Is Impacting Engagement With Sports
According to a new National Research Group study, 62% of sports fans enjoy watching sports on social media more than on traditional TV.
Just ahead of the Super Bowl and the Winter Olympics Stagwell’s National Research Group is out with a study looking at how TikTok and other social media networks are changing the way fans engage with sports.
According to the study, 62% of sports fans enjoy watching sports on social media more than on traditional TV.
50% prefer watching short clips, highlights or behind-the-scenes moments over full games. That percentage rises to 60% among Gen Z respondents.
About a third say TikTok motivates activity in sports and fitness via new ideas for sport activities or workouts to try. 73% said they believe TikTok makes new sports more accessible.
Slightly more than a third (35%) who purchased a sports-related item seen on TikTok say the item was highlighted in a tutorial or how-to video.
Related Knowledge Center: Social media
Social media platforms are the source of news for millions of people — and they have a fraught and ever-shifting relationship with the enterprises that provide that news.
The TikTok ban | The Meta-FTC trial
Related Knowledge Center: State of the business model
The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.