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TikTok has revealed that sports content dominates its fastest-growing content category and is one of the most powerful engines of engagement on its platform.
Kylie Dunywa, publisher manager, sports at TikTok, revealed that 89 percent of the platform’s users are actively interested in sports, with nearly 15 million creators posting sports content monthly.
“Seventeen of the top 20 most-followed publishers on TikTok are sports accounts. We’re not just telling stories, but we are building culture around sport,” Dunywa said at an exclusive engagement session with publisher partners in Lagos.
She noted that the average user spends the equivalent of a full football match, which is 90 minutes, on the app daily, creating fertile ground for teams, publishers, and broadcasters to grow their audiences.
Dunywa spotlighted success stories such as Arsenal FC’s 38.7 million strong TikTok following and the platform’s role in delivering 49 billion views around the Paris 2024 Olympics.
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“When it comes to sports, no one mobilises an engaged, interactive global audience like TikTok,” she added.
TikTok stated that with over 1 billion monthly users, the platform is positioning itself not just as a space for virality but as a strategic partner in storytelling, audience building, and business impact.
Keagile Makgoba, TikTok’s head of communications, sub-Saharan, said, “We understand there can be fear when it comes to our platform because it’s new and different, but our team will show you exactly how to make entertainment‑first content that drives real engagement.”
She noted this while giving attendees direct access to TikTok’s data, tools, and best practices, and hands‑on guidance on combining TikTok’s suite of products, such as CapCut editing, PostScheduler, and AI‑driven analytics, to craft newsworthy, yet entertaining, video series.
“TikTok is positioning itself as a support system rather than just a distribution channel and aims to turn initial skepticism into long‑term creative confidence among Nigeria’s publishers.”
On the entertainment front, Vivian Chuene, publisher manager for Entertainment (SSA) at TikTok, revealed how TikTok is influencing viewing habits and driving box office results.
“68 percent of users say TikTok helps them keep their streaming subscriptions active, and 36 percent have bought a ticket because of a recommendation on the platform,” she stated.
According to her insights, TikTok has evolved into a full-funnel entertainment platform spanning from discovery to community building, creation, and eventually, cultural relevance.
“Content types such as behind-the-scenes footage, teaser clips, spoiler-free reviews, and fan theories are particularly powerful drivers of engagement,” she said, noting that pairing organic content with paid strategies boosts results exponentially, with an eight times greater chance of driving ticket sales compared to organic-only approaches.
“TikTok isn’t just where culture is consumed, but it’s where it’s created,” she said while stating that it is a platform for partnership.
“TikTok sees African publishers not just as content amplifiers but as co-creators in shaping the cultural narrative on the continent and beyond. There can be fear when it comes to our platform, but today is about showing you how to make entertainment-first content, which is our commitment to you.”
