Sports leagues test social video as young fans shift viewing habits
The NBA, FIFA and broadcasters are using TikTok, YouTube and games platforms to reach younger fans without weakening live sports rights.
By Maya Lindqvist · Senior Technology Correspondent
4 min read
Sports leagues and broadcasters are putting more game clips, alternate broadcasts and creator content on social platforms as younger fans spend more time away from traditional TV. The push matters because live sports rights are worth tens of billions of dollars, while TikTok, YouTube and gaming platforms are becoming key routes to future audiences.
The NBA said its 2026 Finals between the New York Knicks and San Antonio Spurs drew 15 billion social media views and counting, the most for any NBA Finals and nearly three times the prior record set in 2025. The league said Game 5 alone produced more than 4 billion views on social platforms.
The five-game series also delivered on television and streaming. The NBA said the Finals averaged 20.6 million viewers per game on Disney’s ABC and ESPN networks, while the league posted its strongest Finals ratings since 1998.
Clips are becoming part of the sports audience
CNBC reported that leagues and rights holders are using social media to reach Generation Z and Generation Alpha, groups less likely to rely on TV as their main viewing habit. Jonathan Miller, chief executive of Integrated Media and a former Fox and NBA executive, told CNBC that leagues are focused on building younger fan bases for their long-term health.
Nielsen’s monthly Gauge report has shown YouTube holding the largest share of streaming viewing for years, according to CNBC. S&P Global’s 2025 State of U.S. Sports Viewing report found that 68% of sports viewers watched live games on TV or streaming, while 38% watched highlights, interviews or other clips on social media, YouTube and other platforms. Another 12% said they used social accounts or fan forums tied to professional players, teams or leagues.
Adam Kelly, president of IMG’s global sports marketing agency, told CNBC that sports consumption is changing rather than shrinking. He said young fans often prefer to watch sports material on the same platforms where they already spend time.
Apptopia data cited by CNBC showed the NBA postseason brought new users to streaming services including ESPN, Fubo and YouTube. The growth skewed older, however: ESPN streaming added 38% more new users over age 46, compared with an 8% rise among users ages 17 to 25, according to Apptopia.
Rights holders weigh reach against revenue
The increased use of highlights has created a balancing act for leagues and broadcasters. William Mao, senior vice president of media rights consulting at Octagon, told CNBC that negotiations can address how long a clip remains exclusive to one platform before appearing elsewhere.
Rollo Goldstaub, TikTok’s global head of sport, told CNBC that 42% of TikTok users who watch sports content on the platform later watch a live game on TV or streaming. He said TikTok aims to carry material from leagues, athletes, broadcasters and creators while pointing users toward full live events.
The financial stakes are high. CNBC reported that the NBA is in the early years of an 11-year, $77 billion media rights deal, while the NFL is in an 11-year package worth $111 billion.
Experiments extend beyond TikTok and YouTube
FIFA is allowing global World Cup broadcasters to post more material on TikTok, CNBC reported. During the 2026 tournament in the U.S., Canada and Mexico, the first 10 minutes of each match can be shown on TikTok, with a link to the full stream on Fox and Comcast’s Telemundo networks in the U.S.
The NBA invited more than 200 digital creators to All-Star weekend in February, according to CNBC. Paramount Skydance’s CBS has aired kid-focused sports broadcasts on Nickelodeon, including NFL games with slime graphics and SpongeBob SquarePants, while Disney has used characters from “Monsters Inc.” and “Toy Story” in ESPN NFL presentations.
Leagues have also worked with Roblox developer Gamefam to bring sports content and team apparel into the platform. Gamefam CEO Ricardo Briceno told CNBC that a Roblox collaboration tied to Paramount’s Nickelodeon Super Bowl broadcast drew 70 million visits in 30 days.
Tech companies are no longer only promotional partners. CNBC reported that YouTube, Amazon’s Prime Video, Apple and Netflix have acquired more live sports rights, with Prime Video carrying NBA games under the league’s latest media deal and YouTube airing its first NFL game in September.
This story draws on original reporting from CNBC.