The news: TikTok is deepening its sports ties with an expanded, multiyear Major League Baseball (MLB) global content partnership.

• The app will offer a dedicated MLB Hub showing game highlights and creator perspectives. This hub will be powered by TikTok GamePlan, a product suite that helps broadcasters, sports teams, and leagues connect with TikTok audiences.
• TikTok GamePlan will also help bring MLB content to fans in Europe, Mexico, Japan, and beyond to reach international baseball communities.
• Select creators will gain behind-the-scenes experiences at league events and access to MLB’s current and archival footage for content creation.

Zooming out: The partnership reflects a growing reality—digital sports consumption no longer belongs to the TV screen alone.

• The vast majority (81.2%) of the US population identifies as second-screen users, per our forecast. These users access digital content, often by scrolling through mobile apps, while simultaneously consuming video on a TV screen.
• TikTok notes that 85% of fans already use the app as a second-screen experience during live events, making it one of the most desirable offerings for advertisers looking to capitalize on second-screen usage.
• Across sports, 38% of US adults frequently consume online game highlights, clips, and interviews, per S&P Global.
• Younger audiences primarily consume sports content on social media. Twenty-five percent of US consumers ages 13 to 17 engage on social, above the 22% who engage on subscription video-on-demand (SVOD), per Hub Research. Thirty-percent of those ages 18 to 34 do the same.

Implications for marketers: Capitalizing on the potential of sports advertising requires that marketers incorporate social into their strategies, not just TV and SVOD.

• Social sports strategies allow marketers to engage year-round, not just during the event itself. Modern fans are looking to engage with commentary, analysis, and social content beyond game day. Marketers should maintain an always-on strategy to capture this sustained interest.
• Creator-driven storytelling resonates strongly with younger audiences. Activating through TikTok’s MLB creator offerings and comparable programs allows brands to show up authentically and embed themselves in engagement-driving conversations.
• TikTok’s short-form focus gives it leverage. Many fans seek highlights and clips rather than games in their entirety. Marketers can explore TikTok’s offerings to take advantage of growing preferences for vertical video.