Snapchat Shares Insights on Sports Engagement Among Users

A new study conducted by Snapchat and the National Research Group dives deeper into the platform’s connection to the sports industry, with a significant portion of its users regularly engaging with sports-related content. The survey, which gathered input from 8,400 social media users across seven markets, provides valuable insights into how sports fans interact with content on the app.

According to the findings, nearly 90% of Snapchat users engage with sports weekly, and 85% watch sports matches at least once a month. 92% of users openly admit to loving sports, with almost half saying that it’s a core part of who they are and a major part of their personal identity and/or hobbies. Given that 89% of users say that their passions are more fun when shared with friends and family, there’s a good chance that the platform can sometimes even reach non-users.

Snapchat’s Spotlight feature, its TikTok-style video feed, has also seen substantial engagement with sports content. Every day, users collectively watch more than 25 million minutes of sports videos on the platform. Additionally, sports serve as a social experience for many Snapchatters, with 90% watching games alongside friends or family rather than alone.

The study also highlights key insights for brands looking to leverage this engagement. Snap reports that 89% of users are more likely to remember brands they encounter while engaging with sports content, while 86% express stronger loyalty to brands that align with their passions. Furthermore, 94% of users say they are more present and receptive to information when engaging in activities they love, making sports a prime avenue for marketing campaigns.

The full breakdown of stats provides an inteersting look into how Snapchatters are using the platform when it comes to their interests, and includes details on how much more likely Snapchat is to be used for messages, photos and videos during live interactions (for example, at sporting events).