The news: Sports discussions are gaining traction on Threads, potentially marking a shift in the social media landscape.

• Sports-related creators on Threads have grown their follower communities by nearly a million users collectively over the past two months, per Meta data cited by Social Media Today. Sports represents the fastest-growing category of “influential creators” on Threads.
• The change is part of Meta’s ongoing effort to sway audiences toward Threads and away from X, its main competitor. Sports are the biggest topic of discussion on X.