Sports fandom shifting to TikTok as World Cup hits fever pitch - report

Sports fandom is rapidly shifting to TikTok, where football fans in Kenya, Africa, and around the world are increasingly engaging with highlights, reactions, and live sports conversations, according to research.

The platform is emerging as a major hub for sports entertainment, with football content driving significant engagement through short-form videos, fan commentary, and creator-led storytelling.

In Kenya, where football remains one of the country’s strongest cultural passions, 80 per cent of TikTok users follow the sport while 42 per cent actively participate, underscoring the platform’s deep integration into everyday fan engagement.

Across Sub-Saharan Africa, TikTok has evolved into a digital sports community where fans extend match-day experiences beyond the stadium. Users are increasingly posting reactions, tactical analysis, memes, and commentary, turning football into an ongoing online conversation rather than a 90-minute event.

Research further shows the scale of this engagement, with more than 6.5 million videos created under the #SportsOnTikTok hashtag globally. During major tournaments such as AFCON 2025, over 1.2 million posts were generated under the hashtag, with nearly a third coming from Sub-Saharan Africa, underlining the region’s strong presence in digital sports culture.

The platform is also reshaping how fans watch live sports. It functions as a “second-screen” experience, with users engaging on TikTok while following matches on television or streaming services.

This parallel engagement enhances real-time interaction, allowing fans to share reactions, commentary, and analysis as matches unfold.

Beyond live viewing, engagement on TikTok often extends after the final whistle, with users continuing discussions, following teams and creators, and participating in wider sports communities built around football content. This sustained interaction reflects a shift from passive consumption to continuous participation in sports conversations.

With its blend of short-form video, real-time interaction, and global reach, TikTok is increasingly shaping how football culture is experienced and shared, turning sports engagement into an ongoing digital ecosystem for fans across Kenya, Africa, and the world.

GWI, a global consumer research company that conducts large-scale online audience surveys, Ipsos, a global market research and insights firm, and TikTok Marketing Science findings collectively highlight the growing role of TikTok in sports engagement across key markets.