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. 

Fans follow athletes on social media to see their lifestyle and opinions (56%) and  training regimens (52%). Fans younger than 45 are twice as likely to say the top reason they engage with pro sports is to connect with athletes. 

“On TikTok, participation and engagement fuel discovery,” the report states. “As sports fans watch game highlights or player interviews, they find new sports to try, new creators to follow, and new gear to buy.” 

Social video has evolved into a “full-circle ecosystem where fans watch highlights, pick up training tips, and find the products that help them play better. Beyond discovery, TikTok builds trust and reinforces confidence, inspiring purchases.” 

NRG surveyed 2,506 social/video platform users aged 18-64 who were interested in or open to sports, had children who are interested in or open to sports, or had purchased sports clothing, footwear, equipment, or machinery in the past 12 months.   

See more from the report here.