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TikTok Users - Sports Content

Goals

To understand how people who use TikTok engage, interact, and watch sports content.

Early Findings

  • Recently, The National Football League (NFL) partnered with TikTok to "bring the excitement of the NFL experience to TikTok's global community".
  • This TikTok and NFL partnership is aimed at combining the passion in NFL football with TikTok's fast growth.
  • On TikTok, sports is a beloved and popular category. Sports fans desire authentic moments that are found in the creative and unique short videos on TikTok.
  • According to the NFL's vice president of Digital Media Business Development, TikTok "reaches a fast-growing global audience of NFL fans and future fans".
  • The ICC (International Cricket Council) partnered with ByteDance recently to include content from Cricket World Cup on TikTok.
  • According to a SportsPro report, TikTok has the advantage of having "a younger audience that does not want to consume sport by traditional means".

Proposed next steps:

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