In October 2013, Snapchat introduced a new way of communication on social media with ‘stories’. This feature allowed users to share photos and videos that disappeared after 24 hours, encouraging frequent sharing. The true explosion of ‘stories’ popularity occurred in August 2016 when Instagram launched its own version, becoming a global success and attracting millions of users, opening the door to a new form of communication. Although TikTok was created in 2016, its popularity surged during the 2020 pandemic, offering users the opportunity to create and consume short, engaging vertical videos, with the option to swipe for immediate content changes. This new way of communication began to change consumption and viewing habits, forcing other platforms to integrate similar features to stay ahead.
The massive changes in social media content consumption have also been reflected in sports content production and consumption. Short videos of the best moments go viral on social media, from fans stealing the spotlight with unusual moments to athletes performing at their peak. Simultaneously, users increasingly personalize their content in detail, aiming to enhance positioning and visibility. Key details include optimizing text in titles and video thumbnails, using tags and music, among other strategies.
The ‘2023 Social Media Study’ by IAB Spain and Epsilon provides a detailed analysis of social media use over the past month among Alpha, Zeta, and Millennial generations, with a sample of 1,002 users and 201 digital sector professionals, comprising women and men aged 12 to 74. Focusing on Alpha and Zeta, the results show that Alpha prefer apps like WhatsApp (94%), Instagram (84%), and TikTok (79%). Zeta has used an average of 6.5 social networks, with favorites being WhatsApp (93%), Instagram (91%), YouTube (81%), and TikTok (60%).
Below is a chart of the most used social networks by Generation Alpha users in 2022 in the United States, according to GWI data:
The ‘2023 Social Media Study’ conducted by IAB Spain and Epsilon offers a detailed analysis of social media usage among the Alpha, Zeta, and Millennial generations, with a sample size of 1,002 users and 201 professionals from the digital sector, comprising both women and men aged 12 to 74 years. Focusing only on the Alpha and Zeta generations, the results show that the Alpha generation prefer apps like WhatsApp (94%), Instagram (84%), and TikTok (79%). In contrast, Generation Z uses an average of 6.5 platforms occasionally, with WhatsApp (93%), Instagram (91%), YouTube (81%), and TikTok (60%) being their favorites.
Focusing on sports fans, Deloitte surveyed over three thousand fans aged 14 and older in the United States. The ‘Sports Fan Insights’ survey indicated that 71% of fans consider the live event itself as their preferred sports experience at home. However, this drops to 58% for Generation Z and Millennials, who use other electronic devices the rest of the time. Additionally, the data shows that younger fans engage in other activities while watching sports at home, notably (second and third most common activities): Reading others' opinions on social media (44% overall and 51% for Generation Z) and interacting with others on messaging apps (36% overall and 51% for Generation Z).
Pendular: The Answer to the New Highlights Distribution Model
Recognizing the growing demand and consumption of vertical, short, and real-time content, Pendular was born in 2019 as a startup dedicated to the automated distribution of sports highlights, adapting to social media consumption patterns like those on Instagram and TikTok. Additionally, Pendular aligns with digital consumption trends to maximize content reach, ensuring the essence of each sport is captured and presented, maintaining a balance between the narrative of each discipline and its most exciting moments.
Collaboration with Sports Rights-holders
To enhance their social media presence, sports federations, media, and broadcasters collaborate with Pendular to offer more dynamic and extensive event coverage, improving fan interaction and attracting new audiences through Google OneBox and social media.
