Tiktok online11/29/2023 ![]() esports attracts fewer fans than traditional sports, but records higher fan engagement Sports properties of all sizes, from the Premier League to IPL’s Royal Challengers Bangalore, have significantly grown their followers on YouTube as result of their increased content output, reproducing esports’ already strong presence. Sports properties increase presence on YouTube to catch up with esports In addition, TikTok has been investing in enabling advertisers to monetise their activity on the platform through live-streaming and social commerce. With its user base projected to continue to grow despite geopolitical headwinds, TikTok has also offered sports properties higher engagement levels from their followers. TikTok is offering higher follower engagement and tools to monetise it By aggregated following across the league and their teams, NBA, NFL and La Liga are the top three leagues on TikTok, while NFL, La Liga and Premier League engage with their fans on the platform most actively. ![]() ![]() With customised TikTok content, sports properties have been able to increase their engagement with Gen Zħ0% of sports teams in the top five US leagues and five topflight European football leagues are on TikTok. As a result, the sports industry has been increasingly relying on the video-sharing app TikTok and video-streaming platforms Twitch and YouTube to maintain engagement with young consumers around the world. The cancellation of live events has shifted engagement through social media and gaming platforms from a “nice to have” to a necessity, making a comprehensive digital strategy essential. Key Findings With accelerated shift towards virtual living, social media and gaming are go-to trends in engaging young consumers
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