The data takes into account combined actions from users across Facebook, Instagram, X and TikTok.
Barrett Media
Author (when available): BSM Staff
The data takes into account combined actions from users across Facebook, Instagram, X and TikTok.
ESPN became the first sports media brand to reach 1 billion actions on social media in a single month, according to data from Comscore Social within its power rankings in the sports media category for the month of February. The data takes into account combined actions from users across Facebook, Instagram, X and TikTok. ESPN has millions of followers across these platforms who engage with the brand through likes, comments and other functionalities, and this momentum contributes to the strong start to the year for digital and social platforms at the company.
ESPN Social attained 978 million engagements in the month of January, which marked the 43rd straight month that the brand finished in the No. 1 spot in the Comscore Shareablee data explorer power ranking among sports media and leagues. During the month of February, which included several marquee sporting events such as the Super Bowl, NBA All-Star Game and 4 Nations Face-Off, the company averaged more than 35 million fan interactions per day. ESPN attained 652 million engagements across its social media platforms last February, according to the aforementioned Comscore rankings.
Kaitee Daley, who was named the senior vice president of digital, social and streaming content as part of the content organization restructuring at ESPN last summer, explained how social media platforms can help drive viewership of events on linear and streaming verticals. This can help yield overall audience expansion and catalyze consumption of ESPN content across other platforms as well ahead of the expected launch of ESPN Flagship later this year.
“We know that following ESPN on one social platform only lifts usage intent, especially for our 18 to 24-year-old demo, so I would say it’s more about that top-of-funnel awareness and that lifting of usage intent when it comes to off platform to on platform,” Daley explained to Barrett Media at the ESPN Edge Innovation Conference last November. “But I’ll also say that our ESPN app has [an] incredible streaming experience, and we do want people to be there watching our full games when we have those available, especially come next fall.”
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