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TikTok Looks For More Live Sports Streaming

TikTok Looks For More Live Sports Streaming

TikTok is reportedly considering expanding its live sport portfolio and content partnerships.

Short-form social video platform’s sports and gaming partnerships lead at Tiktok, Jenna McNaney, spoke at SportsPro’s 2021 OTT Summit USA virtual event about the app’s intentions.

The platform has already enjoyed success with major sporting events, including partnering with the NFL and creating lead-up content and working with the X-Games.

They live-streamed five sessions of the X-Games this year, which amassed approximately 1.7 million viewers according to McNaney.

“[The X Games’] follower count, before we did this, was around 83,000 and after it was 405,000,” Mcnaney said.

“So [the X Games] massively increased their follower growth.

“I’ve seen live streams for sports do that and that’s an area I personally really want to explore going forward is how we bring those live elements and broadcasts into TikTok.

“Obviously it’s a bit tricky with rights and all that sort of stuff with some of the more traditional big sports, but it’s something that we’re definitely considering going forward,” she said.

This comes following news earlier in the year that ESPN was considering selling the X Games format.

Although unlikely TikTok purchases the entire rights to the Games, there are more opportunities for broadcasters to partner with the social media platform.

TikTok has recently announced a run of new partnerships in sports, with a multi-year global content partnership with the UFC and a partnership with EURO 2020 headlining the recent moves.

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