Overview
- Regional outlets reported on Friday that TikTok’s own data show the app has become a primary space for fans to follow matches and share short clips and reactions in real time.
- TikTok told reporters that 72% of its users watch fan-created sports content and 85% use the app as a second screen while matches stream on TV or other services.
- Company figures for Peru show large short-term spikes in World Cup interest with 196 million views between June 8 and June 11 and 81 million views on the tournament’s opening match day.
- To deepen engagement, TikTok launched an in‑app World Cup Information Center with team and player data, match schedules, special stickers and filters, gamification features, and negotiated clip and live-fragment access for official communications partners.
- The platform also highlighted longer-term trends it says matter for broadcasters and advertisers: Latin America’s sports videos get about 58% more views per clip, prior World Cup coverage generated billions of views, women now account for a large share of sports viewing on the app, and users who consume sports clips are more likely to watch matches live.